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Tatiana Barakshina

Adjunct Instructor of Marketing

Tatiana Barakshina is a passionate researcher and dynamic educator with a sharp focus on consumer behavior—both rational and irrational—and global industry trends. As managing partner at Bazis Americas, she helps top business and consumer brands uncover what truly drives their customers.

With over 20 years of experience in research, Barakshina has led hands-on projects across the pharmaceutical, consumer goods, and industrial sectors. She has worked in 35 countries, decoding decision-making processes and market dynamics.

She is an integral part of the award-winning industry task force Clear Health Communications, a team of expert researchers leading initiatives in health literacy and advocating for clear health communication for all.

At Loyola University Chicago’s Quinlan School of Business, Barakshina brings research to life. She has taught courses such as consumer behavior, qualitative research insights, global marketing, and integrated marketing communications. She emphasizes the importance of asking the right questions, uncovering customer insights, and turning data into strategy. Passionate about cross-cultural perspectives and ethical research, she makes complex findings clear, relevant, and actionable.

Education

  • PhD, Business Administration, University of Illinois at Chicago
  • MBA, Bradley University
  • Master of Public Administration, Ural Academy of Public Administration

Research Interests

  • Shared Decision Making, Patient Decision Aids, Health Literacy

Professional Employment

  • Adjunct Lecturer, University of Illinois at Chicago, 2017-present

Professional/Community Affiliations

  • Intellus Worldwide, Clear Health Communications Taskforce (2019-present)
  • ESOMAR Council Member (3 consecutive terms, 2009-2015)
  • The Research Alliance (2011-2017)

Courses Taught

  • Integrated Marketing Communications

Awards

  • 2023 Clear Health Communications Taskforce - Impact Award for Advocacy by Intellus WW
  • 2018 Clear Health Communications Taskforce - Institute for Healthcare Advancement's 2018 IHA
  • Health Literacy Award for Research
  • 2015 AMA Sheth Doctoral Consortium Fellow, at London Business School
  • 2013 Doctoral Student Excellence in Research Award, UIC Department of Managerial Studies