Market Insights Consultant
Insta Worldwide Group
Total years of experience :30 years, 6 Months
• Consultant for planning, gathering and analysis of market insights with actionable tactical & strategic blueprint groundwork aimed at top-line and bottom-line figure appreciation for the group
• Assignment areas are in customer satisfaction assessment across sectors & geographies & competition mapping
In charge of market research activities of the organization
Led a team of 22; including researchers, operations personnel & associates in MENA countries
Responsible for both top-line and bottom line growth of company
RESEARCH, CONSULTANCY, ANALYSIS AND REPORTING:
• Types of studies:Consumer Research, B2B Research, Desk Research
• Methodologies used:Quantitative research, qualitative research - face to face Interviews, in depth interviews, focus group discussions, computer assisted telephonic interviews, panels, mystery shopping
• Types of projects done: U&A Studies, Concept Tests, Lifestyle Research, Customer Satisfaction Studies, Brand Equity Research, Ad Effectiveness Studies, Market Feasibility studies, Market Sizing Studies,
EXTENT OF DUTIES
• Personally prepare business winning proposals and quotations
• Prepare accurate costing of studies along with Operations Head
• Draft questionnaires, discussion guides
• Prepare Research Report (Word) and Presentations (PowerPoint)
ACCOUNT MANAGEMENT:
• Delegate accounts to individual Account Managers & followup
OPERATIONS MANAGEMENT:
• Cooperate with Operations Head to ensure projects are completed in time within cost adhering to quality
COURSE CORRECTION & STRATEGIC MANAGEMENT:
• Go deep into cases where proposals were not converted into orders
CLIENT MANAGEMENT, BUSINESS DEVELOPMENT
• Understand client businesses, client requirements & suggest improved research
KEY ACHIEVEMENTS
• U&A study on fast food
• U&A study on toys
• Customer satisfaction study on banking & cash services products
• Supply chain satisfaction on packaged drink
• Concept test for shampoo
• Concept Test of perfume packaging
• Car Clinic for SUV
• Lifestyle evaluation, U&A on household appliances
• Market feasibility study on woven PP
• Market entry research in Saudi Arabia for global leader in the paints
• Market sizing study for disposable plastics
• Best land use for developing a sea facing plot in Jeddah
• Survey of dental care specialists
RESEARCH, & CONSULTANCY, ANALYSIS & REPORTING
• Types: Consumer Research, B2B Research, Large Data Collection Surveys
• Projects: U&A Studies, Customer Satisfaction Studies, Competition Analysis, Market Sizing
• Methodology: F2F Interviews, IDI, CATI, Focus Groups, Store Checks, Mystery Shopping
o Prepare proposals, doing costing for projects,
o Draft questionnaires / discussion guides,
o Analyze data, prepare PowerPoint Presentations and Project Reports in Word
OPERATIONS MANAGEMENT:
• Ensure that projects are completed within scheduled time, meeting strict quality parameters within budgeted costs allocated for projects
COURSE CORRECTION & STRATEGIC MANAGEMENT
• Weekly meeting with CEO, research team and operations team regarding course correction and strategic management
• Find out reasons for rejection of proposal/quotation, rectify & resubmit. Take notes for future proposals & quotations
CLIENTS:
• Saudi Government agencies, Saudi companies, foreign companies, overseas research companies
KEY ACHIEVEMENTS
• Market Feasibility study on cement as part of Feasibility Research for one of Saudi Arabia’s largest cement companies for their expansion plan
• Household Census & Household Size Enumeration of Riyadh in 2012 for Saudi Govt. Authorities
• Market Sizing Study on plastic pipes & fittings for one of the Kingdom’s largest makers of plastic pipes & fittings
• Mystery Shopping for a globally known Fast Food chain in their outlets in the Eastern Province of Saudi Arabia
• Survey on Career Aspirations of Saudi Youth for a global soft drink major
• Mystery Shopping of Customer Service Centers of Saudi Arabia’s major water bulk water suppliers in Saudi Arabia
• Customer Satisfaction Survey on IT service usage for one of Saudi Arabia’s major telecom companies for their large customers
• Study on Environment Management: policy making in Saudi Arabia regarding environment management through IDIs of top level Govt. officials for a major Japanese research institute
MARKET RESEARCH:
• Undertook Market Research projects, field surveys for client companies
• Oversaw projects from client brief up to final presentation to client
• Responsible for delivering top quality insights to clients
• Worked out financial feasibility of projects and worked out costing of projects
• Wrote the research proposal, drafted questionnaires, analyzed data using SPSS, prepared PowerPoint presentation of findings and wrote final Analytical Report with insights
• Monitored operations including field investigators, data processing, quality control and data analysis.
• Types of surveys done: Consumer Research, B2B research, using face to face interviews, in depth interviews
• Industries researched: mobile handsets, packaged drinking water, water filters, etc.
BUSINESS DEVELOPMENT
• Developing new business through prospecting
• Establishing corporate relationships followed by needs analysis
KEY ACHIEVEMENTS:
• Product acceptability research at India’s largest cricket show in 2010 - Conducted research at all venues of matches including stadiums, shopping malls and multiplexes to assess demand for merchandise distribution. (Merchandise included sports gear, mementos, etc.) Liaised with event managers and won contact for merchandise distribution, storage & sale in cooperation with merchandise producers, logistics partners & banking partners.
• Event Popularity Assessment for internet body to test viability of meet in Hyderabad (2008). Sent online self-fill-up mailers regarding event to prospective event attendees. Upon ensuring sufficient attendance, organized event as event managers.
• Concept test for portable water purifiers. (Concept imported from Europe). Held CLT of test takers (mothers of school kids, & office goers) introduced concept where tests were taken by respondents followed by F2Fs. Followed up with marketing campaign for concept in Delhi. Test marketed concept through medicine stores in Delhi & sales vans posted outside school gates
MARKET RESEARCH:
• Syndicated research: Regularly updated Construction Price Index through research inputs in Institute’s Journal ‘Nicmarian’ on a monthly basis
• Customized Research:
• Undertook Market Research projects, field surveys for client companies
• Oversaw projects from initial client brief up to final presentation to client
• Worked out financial feasibility of projects and worked out costing of projects
• Wrote research proposals, drafted questionnaires, analyzed data using SPSS, prepared PowerPoint presentation of findings
• Wrote Analytical Report with insights
• Monitored operations including field investigators, data processing, quality control and data analysis.
• Types of surveys done: Consumer Research, B2B research, using face to face interviews, in depth interviews
MANAGEMENT DEVELOPMENT PROGRAMS (MDPS):
• Coordinator for Management Development Programs (MDPs)
• Oversaw several company based training programs and open house MDPs
• Fixed training schedules, allocated faculty in MDPs
• Personally trained corporate executives in Marketing Research
STUDENT INTERACTION:
• Taught subjects to graduate students of Advanced Construction Management, , Project Engineering and Management, and Post Graduate Diploma in Management
• Subjects taught:- Market Research, Research Methodology, Principles of Marketing, Managerial Economics
• Guided students through the research surveys for theses and market research surveys.
• Guided students to draft research proposals, prepare questionnaires, choose research instrument, conduct surveys, process and analyze data, prepare research report and presentation
ACADEMIC ADMINISTRATION:
• Head Students’ Affairs
KEY ACHIEVEMENTS:
• Brand Satisfaction & Brand Equity research for one of India’s major cement companies with regard to their Mobile Concrete Testing Laboratory
• Market Entry Research regarding construction equipment for a major Korean producer of construction equipment
MARKET RESEARCH
• Undertook Market Research projects, field surveys for client companies
• Oversaw projects from initial client brief up to final presentation to client
• Responsible for delivering top quality insights to clients
• Worked out financial feasibility of projects and worked out costing of projects
• Wrote the research proposal, drafted questionnaires, analyzed data using SPSS, prepared PowerPoint presentation of findings and wrote final Analytical Report with insights
• Monitored operations including field investigators, data processing, quality control and data analysis.
• Types of surveys done: Consumer Research, B2B research, using face to face interviews, in depth interviews
• Categories of industries researched: metallurgy, edible dyes, portable water filters, event management, outdoor advertising, etc
MARKET ANALYSIS
• Provided services to clients mainly in the small and medium enterprises (SME) sector
• Developed short term, medium term and long term Business Plans for client businesses
• Performed Environment Scanning and prepared Political, Economic, Social and Technological (PEST) analysis reports for clients
• Analyzed and prepared Marketing plans for clients
• Segmented markets geographically, product wise and customer wise for clients
• Prepared Strengths, Weaknesses, Opportunities, Threats (SWOT) analysis for client businesses
• Advised clients about new markets, new products and product lines in line with their businesses
KEY ACHIEVEMENTS (NOT LIMITED TO THE FOLLOWING)
• Valuation Research for outdoor billboards, for a major outdoor advertising and publicity company based in Mumbai, India. Found out visibility of their leased billboards using drive-troughs, stoppage time at traffic signals using GPS
• Market Entry Research into new export markets for an edible dyes manufacturing and exporting company. Prepared blueprint for exports, expansion into newer markets
CHANNEL MANAGEMENT
• Supervised performance of dealers and sub-dealers with the help of sales personnel. Follow up regarding sale of material and payment
• Supervised performance of Clearing & Forwarding (C&F) Agents in warehouses and Sales Promotion Agents.
INSTITUTIONAL SALES
• Liaison, negotiations and follow-up with governmental departments and institutional customers
• Preparation of quotations & participation in tenders
• Follow-up during period of supply and procuring payment
EXPORTS
• Coordination and liaison between importers and manufacturing plants for cement export.
• Arranging for inspection of export material
• Liaison with importers and banks regarding letters of credit (LCs) to secure payment against exports
MARKETING & COMMUNICATION
• Planned and executed promotional campaigns, above the line and below the line advertising campaigns
• Planned and executed masons meets, engineers/architects meets, exhibitions, hoardings, audiovisual & print campaigns
• Started exclusive shoppes, mobile concrete testing laboratories and technical assistance services
CORPORATE PERFORMANCE - INTERNAL ANALYSIS
• Coordinated with individual business heads in operation, marketing, finance, research and development to identify and analyze areas where improvements were possible and developing plans to achieve higher levels of efficiency.
• Corporate performance analysis was done on a daily, weekly and monthly basis and feedback given to Board of Directors
INDUSTRY PERFORMANCE EVALUATION AND COMPETITION MAPPING
• Made a thorough analysis of all the competing companies before preparing any strategy document
• Performed Environment scanning report. Did political economic social and technological (PEST) analysis in the report
ANALYSIS OF ECONOMIC DATA
• Analyzed economic data published by Centre for Monitoring Indian Economy (CMIE), National Council of Applied Economic Research (NCAER), Central Statistical Organization (CSO), etc, for preparing research reports
STRATEGIC PLANNING
• Prepared business plans, carried out business potential studies
• Coordinated with project and finance departments to prepared payback and sensitivity analysis for expansion, mergers, acquisitions and diversification plans
KEY ACHIEVEMENTS
• Oversaw all-India market research project on potential for radial tyres in India, prior to entering joint venture with Bridgestone Co. Japan, for manufacture of radial tyres for passenger cars in India
• Planned and coordinated “Vision 2020” a corporate planning symposium attended by directors. Presented a Boston Consulting Group (BCG) analysis of the Strategic Business Units (SBU)s at the symposium
Won 100% scholarship & graduate assistantship for entire duration of course
Won 100% scholarship & graduate assistantship for entire duration of course
