Elena researches search behavior and category demand. She helps product and content teams understand how people actually describe what they want, and what that means for assortment and positioning.
Merchant taxonomies describe how retailers shelve products. Search language describes how shoppers think. Where the two disagree, you'll find assortment, naming and SEO decisions waiting to be made.
Search data is the largest honest survey ever fielded — if you read it correctly. Aggregate signals, seasonal ghosts, and the difference between interest and intent.
