Mumbai Metropolitan Region
Experienced Market Insights Manager with a demonstrated history of working in the consumer goods industry. Strong marketing professional skilled in Market Research, Management, Competitive Intelligence, Quantitative Research, and Marketing Strategy.
• Consumer understanding – Provide insights around consumer purchase and usage behavior based on actual and stated data. o Consumer segments – Mothers, Kids, Teens & Men. • New product innovation and development -Generate new product ideas for clients followed by concept and product testing • Provide analytical support to help clients take decisions related to distribution, pricing, promotion and assortment to create GTM plans • Conducting Qualitative research – designing the study, TG, Discussion guide & analyzing the data. • Evaluate the effectiveness of a communication (Ads, Instore, WOM generation campaigns) • Monitoring data quality and implementing measures to ensure best quality of data. • Types of studies – o Brand Health Tracking integrating consumer data with RMS & Media data o Usage and Attitude studies o Instore execution studies- effectiveness of Instore POSM, Claims etc. o Rural Analytics project. Helped client develop distribution strategy in rural o Opportunity Analysis by geographies. Helped client to identify priority states for next 2 years. o Initiative/Activation tracking o Market Estimation Exercise for Infant formula o Concept testing o Product testing o Price It Right (Nielsen Proprietary tool which helps clients to determine right price for their product portfolio) o Maxdiff (Nielsen proprietary tool – similar to Conjoint analysis) o Nielsen Store observation study.
• Execute complete marketing research projects independently and be the single point of contact for clients and other departments/agencies involved in projects • Translate consumer insight into business enhancement ideas • Activities involve the complete research process including understanding client briefs followed by research proposals, questionnaire designing, field briefing & co-ordination and finally data analysis & presentations • Executed various types of research studies including Quantitative & Qualitative studies. Worked on quantitative studies like Product/ Concept Test, In-store media Test, Communication (Claims) Screener, Claims generation, Magazine sampling etc. • Experience of executing research studies with both the questionnaire mediums i.e. via standard pen & paper format as well as through CAPI (computer-aided personal interviewing) studies • Streamlining processes and resources available for projects to achieve desired outputs in time • Analyzing data using various statistical techniques & developing presentations • Types of Studies: Concept & Product Test, Price It Right, Brand tracking Tracking, Activation Tracking &Multicountry studies. • Categories Handled: Femcare, Laundry, Blades & Razors, Oral care (toothpaste) & Baby Care • Have trained all new joinees this year on Nielsen processes, to P&G protocols to general research training right from making costing to analysis • Procter & Gamble. Accounts Handled/Handling: o Whisper o Gillette o Ariel o TIDE • Mead Johnson • Zydus Wellness LTD • J&J (baby products)