Elma Pašić is a graduated psychologist with additional academic education in marketing and an ISCP-trained cognitive-behavioural coach. She works at the intersection of psychology, communication, and strategy, with a focus on people: how they think, feel, choose, and communicate. More than three decades of experience in education, research, and management have shaped an approach that combines science, practice, and contextual understanding. She is a guest lecturer in Consumer Behaviour. Today, through her office UVIDI – ured za konsultacije i savjetovanje, she supports companies in understanding users and employees, and helps leaders make better decisions through clearer insights. UVIDI operates under the slogan About people. With people. For people. She is a member of the programme board of the Kreativna Republika festival. She has received awards for her professional engagement (InAcademy, 2018, for contribution to the development of the FMCG industry; the “Superžena 2025” plaque of the Festival of Contemporary Women; WOMAN.COMM OF THE YEAR 2025 REGIONAL AMBASSADOR STAR), and is an active member of ESOMAR and the Društvo psihologa FBiH.