Consumer Research

• Rebranding of Aditya Birla Financial Services to Aditya Birla Capital- Birth of a unified brand ABC with one voice by streamlining 4 financial entities of ABFS to offer a seamless end-end solution for its customers. Research revealed complex relationship that Indians had with their money which was not often addressed in the open. The new brand was fashioned around provoking a conversation amongst Indians on the topic of Money and how to make it work for you. We redefined the financial services category codes of product driven communication to a more purpose driven one. Since the launch ABC proudly features as one of the top 3 financial services brands in the consideration pool of the Indian customer.• Consumer Persona Tool – A detailed segmentation study was conducted to arrive at the core wants and needs of the customer groups and their stage in the financial journey. This was further mapped with the right financial solution for the right need. The output was then converted to a tool to arm the sales team for effective conversations to upsell, cross-sell and plain effective conversion. The outcome was a bespoke approach for different customer groups but a unified approach from a company standpoint. • Marketing Insights Portal- A single dashboard view of all customer and market knowledge and insights at one place. Linked to the portal was bi-monthly reports on trends, insights and other knowledge.• Bottom up NPS model- A unique model for continuous feedback from current customers every time they had a service requirement. The objective was continuous improvement of processes and increased share of wallet in a relevant way. When this was complemented with a competitive NPS it resulted in better attribution of insights and efforts. Further, I was awarded the CEO’s recognition for this model.• Dual role with Traditional Media- Recently I have added traditional media duties to my portfolio expanding it to include the journey from insights to reach.

• Managed all research projects from development to presentation of findings• Ensured the communication strategy was informed by relevant insights to achieve desired outcomes• Researched and identified new potential segment for customer acquistion • Carried out all brand track, customer satisfaction, LINK test to meet and exceed all campaign and brand objectives• Led a team of 3 smart research executives and built an effective partnership with research agency

• SPOC for consumer insights work across 22 circles that covered brand track, customer satisfaction, mystery shopping at the stores and other on-going research requirements.• Instituted ‘A-Day-In-The-Life’ consumer immersion exercise across 22 circles and at Corporate level to enable a customer first culture. 70 marketing people travelled to tier 3 cities in each circle and spent 2 days with the consumer to observe the usage of a mobile phone to explore possibilities of product development, communication and brand visibility opportunities. The insights were stellar.• Received Idea Excellence award for creating a dash board for brand track data for each circle to aid analysis and take action promptly.

TNS (2006-2007)Project DirectorAC Nielsen (2004-2006)Research ManagerDrshti Research Pvt. Ltd. (2003-2004)Research executivePublicis India (2001-2003)Senior Account Executive