In the words of Richard Thaler & Cass Sunstein, I am a 'choice architect' - an individual who has the responsibility for organizing the context in which people and organizations make decisions. Professionally, I am a market researcher with 12+ years of experience. My work entails taking data to the next level in order to generate relevant actionable insights which act as starting points for developing product and marketing strategies. On the agency side, I have worked across different categories ranging from Food & Beverages to Consumer Durables, Automobiles, Technology, Skin Care, Personal Care etc.In my current role, I am responsible for creating an environment wherein business decisions are based on consumer insights. Focused on carrying out researches across multiple brands within the Havells portfolio (Havells, Lloyd, Crabtree, Standard, Reo) and 30+ product categories. Managing qualitative and quantitative researches including brand health tracking and retail audit data.As an individual, I love watching K-dramas in my free time. I also like to make caricatures and doodles by seeking inspiration from other artists. Apart from this, all I need is a good cup of coffee and a book to keep me going.