Michele Cluskey Email & Phone Number

Citywest, Dublin 24

• Responsible for design and management of large scale and tracking research projects including the Public Attitude Survey (PAS) on behalf of An Garda Síochána.• Considerable experience in the area of transport research, have successfully managed a portfolio of quantitative projects on behalf of Irish Rail including Revenue Protection, Mystery Shopping, the National Census and Brand Loyalty.• I have a strong interest in the area of Customer Experience (CX) and have been project managing the annual CXi Ireland Customer Experience survey since 2015.• Other clients that I work with regularly include Independent News & Media, Eason, Smith & Williamson and National University of Ireland Galway (NUIG).• I am highly experienced at presenting at senior management/board level.• Sales and business development are also key aspects of my role. In addition to maintaining existing client relationships I am responsible for developing new ones through effective proposal writing and delivering new business/pitch presentations, including working within formal tendering processes.• I am also involved in qualitative research including pre-recruitment for focus groups, writing discussion guides, arranging and conducting depth interviews.

Dublin, Ireland

• Led delivery of large and small scale quantitative market research surveys. Worked with key clients in the Tourism and Air Travel sectors.• Managed relationships with DAA, Northern Ireland Tourist Board and Fáilte Ireland. Other accounts included AXA Insurance, Cadbury Ireland, Glanbia and GlaxoSmithKline.• Managed Fáilte Ireland’s most important surveys: “Visitor Attitudes Survey” and “Survey of Overseas Travellers”.• Specialised in advertising tracking, advertising testing and new product development. Conducted training sessions internally and externally across these areas.

London, England, United Kingdom

• Commenced employment with Research International as Business Manager in the Consumer Division. Promoted to Associate Director in 1999.• Led a wide range of domestic and international ad-hoc quantitative consumer research projects. Specialised in Alcoholic Drinks, National Lottery, Soft Drinks and Confectionery.• Managed relationships with leading brands - Guinness, Britvic, Camelot, Cadbury and Nestle Rowntree.• Led 10 staff in the Alcoholic Drinks research team.• Research expertise - new product development (concept/product development, marketing mix optimisation, sales volume estimation), brand image and brand equity research.• Examples of major projects: (1) Assessed on and off-trade volume potential of new packaging formats in the UK stout market. (2) Measured brand health/equity for a leading manufacturer’s chocolate countline brands and key competitor brands.

London, England, United Kingdom

• Hired as Research Executive in 1994. Promoted to Senior Research Executive in 1996.• Managed ad-hoc quantitative consumer research projects for blue chip clients in the following sectors: Alcoholic Drinks (Bass Brewers & United Distillers), Fast Food (McDonalds), Pharmaceuticals (Roche Consumer Health), Confectionery (Cadbury) and Food (Kerry Foods).• Areas of research expertise included new concept/product development, packaging/design, product testing and pricing.• Responsibilities included proposal writing and pitching, survey design, questionnaire development, project management, analysis and interpretation of results (using advanced statistical techniques), de-briefing and management summary/report.

Certificate In Market Research

Bsc (Hons) Business Management

Diploma In Advanced Marketing Techniques