I am a Senior Vice President of Research and Methodology at BARC India, the leading Audience measurement and analytics company in India. I have over 17 years of experience in designing and implementing innovative data models and research methodologies for measuring and analyzing the audiences, consumers and entertainment industry, using applied statistics, data integration and validation, digital and OTT panel design and execution, single source panel and data fusion techniques, and strategic market research. I have mastered the art of combining narrative with data to make it explainable and actionable. I lead a team of python developers, analytics champions and statisticians who create and deliver differentiated offerings, based on consumer insights, audience measurement, and data science. I have successfully executed large-scale quantitative research projects based on customer satisfaction, brand measurement, retail measurement, and total quality implementation for TV and Digital, TV and Internet estimates. I have also leveraged market insights to influence strategic and tactical plans, and devised and delivered sales pitch worldwide as a research and measurement expert. My mission is to use data and research to drive growth and innovation.