He believes that he didn't choose his profession, it has chosen him. He is founder, co-owner and CEO of Valicon BH research agency. His rich experience, with roots in market analysis and consulting, is based on in-depth understanding of different industries – from finance, through FMCG, politics, retail to tourism. Apart from research based consulting, he is a member of the research project teams that are dealing with business analytics (e.g. predictive analytics). He specialized in neuromarketing methods by participating in neuromeasuring projects of over 500 ads in the Region. Ismir regularly gives delivers speeches to students at BH universities, and participates in different regional and international conferences.