Associate Director
NielsenIQ
Total years of experience :17 years, 2 Months
• Leading the Public & Non-Profit (PNP) vertical which includes government, travel & tourism, hospitality, malls etc in GCC
• In charge of the career development, mentoring and coaching a team of researchers
• Providing direction and strategic input on sample design, questionnaire design, study methodology and reports.
• Specialized in Customer Experience (CX), Visitor Segmentation, Mystery Shopping, Customer Journey, Brand Image Trackers etc
• Key account lead for Mondelez (EEMEA) and BAT (LEVANT)
• Successfully executed and managed projects of varying sizes across a number of categories.
• Understand the main business issues of the Client & tailor the research methodology to match their needs.
• Provide actionable insights and findings to the client through advanced research tools likes SPSS, Choice Based Conjoint (CBC), Sawtooth, Structural Equation Modeling (SEM), Turf Analysis & Max Diff
• Ensure optimal utilization of consumer and trade research findings for business decisions and brand growth
• Mentor a team of researchers - supervise and train them on patented research tools as well as ad hoc techniques.
• Have successfully carried out large scale Retail Census studies - right from inception to the findings stage
• Key Clients Handled: Mondelez, BAT, Samsung, Danone, JWT, Castrol
• Work closely with the Marketing Team to feed in actionable insights
• Arriving at the best suited research design, designing new methodologies to suit the category.
• Fusion of various data-sources (syndicated and customized) to ensure complete alignment and delivery of insights relevant to the Business.
• Present summary of findings, conclusions and recommendations with projections to the leadership team
• Responsible for managing the consumer insights budget
• Product champion of Hansa’s brand health and communication effectiveness measurement tool ‘Brand Scan’.
• Training of resources across Hansa Research offices on BrandScan.
• Helped in redefining the positioning of the brands across FMCG, Services, Durables and Print.
• Successfully executed research studies from initiation, questionnaire design, launching / observing the fieldwork, analyzing the data, generating insights, report writing and presenting findings to the client
• Managing a team to execute the research project efficiently