Mounya El Medkouri

At Ipsos Morocco, I delivered 11 market research studies for well-known FMCG brands across dairy, personal care and household care. I worked mainly in the Innovation department, running product tests, concept tests and satisfaction surveys to understand consumer reactions before launch.

I scripted and pre-tested questionnaires, analysed survey data in advanced Excel, and wrote study reports independently. I turned findings into charts and clear recommendations, while monitoring market trends and competitors to add context.

At KREIS, I benchmarked competitors and analysed their marketing actions, identifying a positioning gap and recommending corrective actions. I also used customer feedback to reposition brand messaging and adjust pricing, and contributed approximately 53,650 MAD in registrations through CRM follow-up.

For my ISCAE project, I researched and designed a Bank of Africa banking app concept, covering competitive benchmarking, a market study, the business model, customer journey and UX recommendations. I also launched the Elyana Brand e-commerce project, working on its offer, pricing and purchase funnel optimisation.