Noel Liu

NL

Looking for a job

Noel Liu

@noelliu

Consumer insights researcher at Wawanesa Insurance who shaped auto telematics positioning through customer research.

At Wawanesa Insurance, I ran brand tracking, concept and advertising testing, and the Voice of the Customer program. Research on a proposed telematics auto product surfaced privacy concerns and weak differentiation, contributing to a shift toward targeted customer segments.

I also managed the State of the Customer study end to end and analyzed survey data alongside claims records. My findings on claims NPS informed an onboarding program built around top adjusters’ real examples, and I created Power BI dashboards and executive readouts.

Experience

Work history, roles, and key accomplishments

SE

Current

Sabbatical and Professional Development

Current

Self Employed

Mar 2025 - Present (1 year 7 months)

Took a planned sabbatical following organizational restructuring, including extended travel. Building analytics skills and developing an AI-assisted workflow for job posting analysis.

SQL Power BI AI Analysis ChatGpt Claude

WI

Senior Customer Experience Specialist

Wawanesa Insurance

Jul 2019 - Mar 2025 (5 years 8 months)

Designed and delivered 10-15 quantitative and qualitative studies a year, including brand health tracking, concept testing, and Voice of the Customer programs. Managed the monthly NPS tracker and led the InMoment-to-Medallia migration.

SPSS Excel Power BI Medallia In Moment NPS CSAT Survey Design Qualitative Research Quantitative Research Vendor Management Data Analysis

RC

Manager, Consumer Insights - Wireless

Rogers Communications

Nov 2017 - Jul 2019 (1 year 8 months)

Managed a nationally representative monthly brand and market tracker and ran the annual chatr Wireless Customer Profile. Commissioned ad hoc advertising and concept testing and managed the annual research budget.

Market Research Brand Tracking Survey Design Vendor Management Budget Management SPSS Excel Presentation Skills

RC

Senior Analyst, Brand & Product Insights

Rogers Communications

Jan 2016 - Nov 2017 (1 year 10 months)

Analyzed market, brand and consumer data to spot trends and competitive gaps across three wireless brands. Wrote questionnaires for brand, product and CX research.

Data Analysis Market Research Survey Design SPSS Excel

ST

Marketing Research Analyst (Sales Support)

Star Metro Media / Torstar

Jun 2014 - Jan 2016 (1 year 7 months)

Turned syndicated and digital data into sales presentations and tools used to make the case to advertisers.

NADbank PMB Nielsen Comscore Google Analytics Data Analysis Sales Support

CO

Analyst, Survey Insights

May 2013 - Feb 2014 (9 months)

Cleaned and analyzed custom survey data in SPSS and Excel across 10-15 concurrent studies, and built client-ready reports.

SPSS Excel Survey data analysis Reporting Build

CS

Research Analyst

Crowd Science

Nov 2011 - Mar 2013 (1 year 4 months)

Handled study management, online survey programming, data cleaning and analysis.

Survey Programming Data Cleaning Data Analysis

TI

Research Analyst

TNS Research International

Nov 2011 - Mar 2013 (1 year 4 months)

Handled study management, online survey programming, data cleaning and analysis.

Survey Programming Data Cleaning Data Analysis

Education

Degrees, certifications, and relevant coursework

MI

Microsoft

Microsoft Power BI Data Analyst (PL-300), Data Analysis

In progress: Microsoft Power BI Data Analyst (PL-300) certification.

GC

Georgian College

Post-Graduate Diploma, Research Analyst

2010 - 2011

Grade: Honours, Dean's List

Post-Graduate Diploma, Research Analyst Program with Honours and Dean's List recognition.

WU

Wilfrid Laurier University

Honours Bachelor of Business Administration, Marketing

2003 - 2008

Honours Bachelor of Business Administration in Marketing with Co-op.

UD

Udemy

Master SQL for Data Science, Data Science

Completed Master SQL for Data Science course.

Tech stack

Software and tools used professionally

Google Analytics

SQL

ChatGPT

Power BI

Claude

Availability

Looking for a job

Location

Canada

Authorized to work in

Salary expectations

70k+ CAD

Social media

Job categories

Market Research Analyst

Skills

Consumer Insights Market Research Brand Tracking Advertising Testing Creative Testing Concept Testing Proposition Testing Usage and Attitude Studies Customer Experience Research Voice Of Customer NPS Analysis Focus Groups In Depth Interviews Questionnaire Design Survey Design

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