Amna Khan – Keynote Speaker

Leading Consumer Behaviour Expert, Academic Researcher and Published Author

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Specialist Subjects

  • Consumer behaviour Insights
  • The psychology of the consumer
  • Trust
  • Establishing trust when doing business with China
  • Being the UK’s first British-Pakistani female Champion Powerlifter 2022


  • English


Dr Amna Khan is an international speaker, leading consumer behaviour media expert, academic researcher, and published author. She enjoys speaking about consumer behaviour and psyche, speaking to national and international media, key institutions, and major retail brands to help them unpack what is happening, why and what the future holds.

Dr Khan brings insights, academic theory and real-world consumer behaviour together. She received a prestigious corporate PhD scholarship from AstraZeneca Pharmaceuticals. Her research focused on trust development in Chinese business relationship. She immersed herself in Chinese business culture working onsite to understand customer and supplier trust development. As an expert on trust, she can advise on what trust is, how it can be built and the differences in trust in cultures.

Dr Amna Khan contributes to the latest consumer behaviour and retailing research, is a published author in leading academic journals and presents at conferences but also teaches consumer behaviour to the managers of leading household brands, MBAs from a huge cross section of industries, Government and public sector.

She regularly shares her research and insights in the media and has worked with the BBC, ITV, Channel 5, BBC Radio and The Conversation. You will often find her commenting on Channel 5 retailing documentaries on leading brands, most recently on Deliveroo, Tesco, Primark, Marks & Spencer, Sainsbury, TK Maxx, Aldi, Subway and Coca-Cola.

Dr Amna Khan is also a British Champion Powerlifter 2022 – the first British-Pakistani to achieve this. She holds a British deadlift record for lifting 158 kilo whilst being under 52 kilo body weight at the British Championship in July 2022. This is over triple her body weight and a testament to her strength. She competed in two competitions with two wins and a record deadlift at each. She also secured the regional and national deadlift record. She is passionate about creating change in sport and loves discussing her journey from a non-gym goer to a champion.

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