Actively involved in developing various Analytics-driven tools/ solutions

Invested considerable time in unlearning, relearning and learning new approaches/ methods in the area of Advanced Analytics- predictive modelling (but not over-fitted models), social media/ web analytics, GIS using tools like R, Python and QGIS. Leveraged MOOC’s/ YouTube/ Stack Overflow/ GitHub/ FOSS extensively.Key learning- “The Code is the new king!”

• R&D and area expertise role which involved Research Product development, engagement in complex projects and promoting/ facilitating use of the developed Products/ Tools.• Market Research Industry level work- New Socio Economic Classification (SEC)- NCCS 2011 for India, preliminary New SEC analysis for Sri Lanka• Kantar Global R&D project- Understanding impact of administering surveys using different modes/ devices (i.e. Smartphones, PC/ Laptops, Pen & Paper) in India• Research Product development (to be used for clients by internal IMRB Client Servicing Teams) and subsequent facilitation/ support including involvement in key stages of client project- (primary work areas) IMRB's Simulated Test Market (STM) tool: pre-launch volume forecasting tool; IMRB's Concept Screening protocol• Other projects involved in: Pricing projects for beverage category for an international client using Choice-Based-Conjoint (CBC); Large scale segmentation study for a specialized unit

• Led a team of Researchers and Operations person. Managed entire consumer panel accounts in Delhi, a large market for IMRB Panel business. Grew the panel business at a healthy rate.• Trained media agencies on usage/ application of Target Group Index (TGI) software tool. TGI is a syndicated single source media and marketing survey that helps with custom segmenting and targeting.

Underwent training in Media Research- Customized Media (quantitative) research; National Readership Survey (NRS), Target Group Index (TGI) and Television Audience Measurement (TAM)

• Successfully setup IMRB Media & Panel Group (MPG) unit in Bangalore. Created a small Research/ Operations team.• Independently managed Unilever Food & Beverage partnership; helped assist create strategies based on consumer purchase behaviour• Managed one of the biggest IMRB panel client account - CavinKare• Developed / managed new business- Cholayil(Medimix), Wipro Consumer Care, ITC Foods, Britannia

Evaluated consumer buying trends/ brand buying behaviour and delivered actionable insights/ learning’s by answering specific marketing hypotheses/ queries