Rumana Sadekar

• Mainly responsible for conducting primary research (quantitative & qualitative) and handling studies from start to completion.
• Studies done in the past include all brand related research such as brand health studies, customer satisfaction, copy testing, concept testing, product testing, market testing, segmentation & profiling as well as the newly introduced neuro-science research.
• Handled internal agency clients as well as external clients from various industries such as Telecom (Du, Vodafone Qatar), FMCG (Pepsi Co., Henkel, Hershey’s, Arla, Wrigley’s, Mcdonald’s, Goody’s pasta, Marico, Power Horse), Financial institutions (Dubai First, Visa), Real Estate (DPG, Jumeirah), Automobile (Kia, Mercedes), Local Government entities/events (Ministry of Health - Diabetes campaign, Abu Dhabi Awards, U.A.E. Football league), Media Channels (ADM, Dubai TV, DMTV), Beauty & Luxury (Sephora, Estee Lauder, LVMH) and many more.
• Creating proposals for interested clients based on research briefs, while aligning with partner agencies and suppliers to conduct the field work
• Acquiring and reviewing costs from suppliers for field-work, making informed decisions keeping in mind business targets
• Collaborating with different units to fulfill pitch strategies
• Creating all the material required for conducting the research i.e. surveys, recruitment questionnaires, discussion guides, time plans and so on
• Checking the output (i.e. either tabulated data or content analysis/transcripts) once fieldwork is complete
• Preparing detailed analytical reports with results and recommendations to action for the client.
• Solely responsible for presenting the results to all members from the client-side, while invoking a healthy discussion related to the recommendations and strategies.
• Conducting primary research to develop whitepapers published in Dubai. Some of the whitepapers related to social media, the digital age, mobile media, media behavior during Ramadan, women in Saudi Arabia, fathers’ in the U.A.E, pathway to purchase, point of sale behavior, Euro cup & luxury behavior in the GCC.
• Also accountable for managing healthy client relationships while continuously updating them on the progress of the research.
• Building models to measure campaign effectiveness in conjunction with the sister agency Fuse.
• Also assisting on extensive consumer segmentation exercises for various categories.

• Visiting several stores and secretly evaluating them based on Quality and Customer Service and reporting the visit online, by filling out a questionnaire, within 24 hours. Some of the projects involved well known Mobile Phone distributors, Airport shops and retail fashion stores.

• Conducted several face to face interviews for various clients belonging to varied industries such as FMCG, Automobile, Financial institutions, Real estate, Government entities and Events
• Conducted quantitative surveys such as copy testing, product testing, brand equity and customer satisfaction
• Also assisted in briefing the field interviewers before conducting the field work.