Dessislava Zheleva graduated "Economics and sociology" from the University of National and World Economics in Sofia and "Law" from the University of Veliko Tarnovo. She has 13 years of experience in market research. Her work includes studies on new product and service development and launch; pricing; segmentation; consumer usage and
attitudes; and brand positioning and repositioning, among others. In GfK she works as FMCG Research Manager.