Marketing Research Manager
Dimensions International
Total years of experience :14 years, 2 Months
• Planning & designing research projects & effectively executing them across MENAP Region.
• Meeting with clients to design, negotiate and finalize research projects, both Qualitative and Quantitative.
• Formulating proposals, detailed research reports and presenting it to the clients.
• Managing all the parameters of a research study including finalizing appropriate research design, questionnaire designing, ensuring timely & quality field work, designing analysis plan and drafting detailed findings.
• Ensuring profitability of projects via pricing and budget management.
• Qualitative and Quantitative data analysis.
• Responsible for maintaining Corporate Identity of the company through designing & continuously updating company’s website, corporate video & credentials.
• Analyzing and interpreting data to identify patterns and solutions, including surveys and focus group transcripts. Also responsible for conducting Focus Group with UAE Locals and Expatriates.
• Advising clients/senior management on how to best use research findings.
• Business Development and maintaining business with both new and existing clients.
• Developing strategic partners to provide fieldwork and analysis support. Additionally, working as a Global Resource Centre Lead to explore new Global partners and maintaining relationship with them.
• Some of the projects undertaken for clients include:
o ISUZU Middle East (Mystery shopping Tracker to evaluate their dealers & salesmen across 8 markets in the GCC)
o ISUZU Middle East (Price Audit in Qatar, Fuel stations mapping & scanning in entire KSA, Understanding SUV & Pickup customers, )
o YUM INTERNATIONAL (Competition QSR nation- wide tracking in 5 markets in the MENAP region)
o FORD (3, 400 CAPI F2F interviews across 4 markets to understand various car segments)
o BMW GROUP (Market understanding of the SUV segment & Luxury car customers in the UAE)
o NIVEA (Shopalongs to understand Face care Shelf arrangements)
o JAGUAR (Understanding Luxury car customers through Ethnographies route)
o GENERAL MOTORS (GM Global Customer Experience: Customer Journey Map)
o APP DEVELOPMENT
o CAR CLINICS (Executing & Managing car clinics for Jaguar & Land Rover)
o AL ETIHAD CREDIT BUREAU (Mystery shopping study)
o GLOBAL FOOD INDUSTRIES (Product & Packaging Research)
o NILFISK ADVANCE (Market Assessment in UAE)
o BEARING POINT(Customer Satisfaction study)
o 3Wm.Co.Ltd. (Understanding online shopping of Japanese products in UAE)
o MEDICAL RESEARCHES
o ZAYED UNIVERSITY (Understanding Travel & Tourism industry of UAE, Customer satisfaction survey for Low cost carriers in UAE)
o ABU DHABI COMMERCIAL BANK (Sentiments analysis Study/Customer Satisfaction study, Concept Testing)
• Managing the planning and execution of the Brand Health tracking study and monitoring the trends of industry & consumers.
• Managing & liaising with various research agencies for appropriate research methodology for each study as per research objectives defined.
• Managing all the parameters of a research study including finalizing appropriate research design, questionnaire designing, ensuring timely & quality field work, designing analysis plan and analyzing the reports & data collected from the agency
• Facilitating Brand teams for conducting ongoing and ad hoc research studies and providing the analysis to help make brand strategies
• Providing coaching to various internal stake holders on how to best utilize the research data available from the research studies
• Reviewing the results of various research projects and make analysis for internal stake holders including Brand teams, Sales team, Business development & planning team and Legal team.
• Tracking the performance of PMPKL brands as well as competition brands and making analysis for internal stake holders
• Ensuring agency evaluation on continuous / on-going basis for each project and year end also
• Actively involved in both strategic and tactical researches
• Responsible for Account management of a diverse clientele in FMCG, Banking, Personal care, Casual apparel, Restaurant and Telecom sectors.
• Responsible for Business development, research projects management (including proposal writing, budgeting, pre field, production of all research material, quality control and post field analysis), business unit target achievement, mystery shopping activities and team training & development.
• Drafted comprehensive Qualitative reports giving way forward to our clients based on insights generated from the consumers.
• Moderation of Focus group discussions, in depth interviews, Ethnographies & Shop alongs. Conducted more than 500 FGDs & IDIs
• Heading the team of 2 executives, and directly reporting to Research director.
• Managing Qualitative research projects. The projects were undertaken for clients such as
o Nestle Pakistan (Concept testing using projective techniques)
o Nestle Afghanistan (Usage & attitude study-infant formulas- went to Kabul to interview high profile doctors)
o Dalda Foods (Pack testing- Dalda cooking oil, Usage & attitude study-Manpasand)
o Levis (Post launch Denizen study via FGDS and Shopalongs route)
o Unilever India (Ponds Ad testing, Knorr seasonal mix- concept testing, Blue Band pack design testing),
o Ufone (Customer satisfaction survey)
o Parachute (Usage & attitude study)
o Pizza Hut (Concept testing & U & A study)
o Shan Foods (Brand Equity research)
o Manhattan Leo Burnet (off-air pre testing of a soap opera)
o Silkbank (Usage & Attitude study)
o Faysal Bank (Brand Equity research)
o L’Oreal Pakistan (In Home visit).
• Responsible for relationship Management with clients like Nokia, Novartis, KESC, Kotex, Huggies, Coca Cola and Reckitt Benckiser
• Planning and execution of Brand Activation activities & events nationwide and reporting the same to the client on a regular basis.
• Carrying out Sales/Business Development and getting new clients for the company which includes KESC, Dalda etc
• Developing proposals and strategies for different brands which includes British Petroleum’s Castrol, Redbull, Tetley etc
• Received training on the Audience Response System (ARS). Implemented and monitored ARS system for various events of our clientele
• Carried out product launches for Nokia mobiles like 5030 and 5230 touch screen at Park towers Karachi and Pace Lahore
• Planning, managing and executing various corporate events for our clientele
• Coordinating cross functional work teams and outside agencies to implement plans catering for all human resource issues including recruitment and staff allocation.
• Training, coaching, and mentor Business Development Executives to deliver outstanding personal performance.
• Providing innovative and effective solutions to a wide range of complex marketing problems by thinking “outside the box”
• Managing the production of marketing materials.