Open to opportunities

Paridhi Kothari

@paridhikothari

Consumer insights researcher at Hotspex UK building AI tools that automate pack testing and save 25+ hours per project.

At Hotspex UK, I design quantitative research and manage multi-country studies for global brands, turning consumer data into brand and packaging recommendations. My work has included multi-year packaging projects for The Coca-Cola Company, Mondelez, Essity, Duracell, PVH and Weleda.

I’m building custom AI tools to automate the pack-testing workflow, from generating questionnaires and auditing pack visuals to drafting insight reports. The tools save 25+ hours per project.

At the Indian Institute of Management, Ahmedabad, I developed content for two books on neuroscience and consumer behaviour and analysed marketing campaigns through a neuro-behavioural lens. I also designed an RCT-style experiment at the University of Warwick examining linguistic differences in political communication.

Experience

Work history, roles, and key accomplishments

Current

Senior Research Executive

Current

Hotspex UK

Jan 2023 - Present (3 years 8 months)

Delivering end-to-end quantitative research for global FMCG and apparel clients, including multi-year packaging projects. Automating pack-testing workflow by building custom AI tools, saving 25+ hours per project.

Quantitative Research Experimental Design Survey Design Fieldwork Management Data Analysis AI Tooling Prompt Engineering Workflow Automation LLM Integrations Customer Relationship Management Microsoft Office Qualtrics R Adobe Creative Suite Notion Slack Google Workspace

Data Analyst Volunteer

Good Data Institute

Sep 2022 - Nov 2022 (2 months)

Contributed to an 8-week data hackathon with Skin Check Champions to devise a national skin check data strategy. Team awarded most creative use of data and analytics.

Data Analysis Data Strategy Hackathons Teamwork

Policy Researcher

Big Brother Watch

Dec 2021 - Sep 2022 (9 months)

Synthesised 200+ evidence submissions to the DCMS committee on the Online Safety Bill for campaign strategy. Researched content moderation, digital identity, and ad-based business models.

Policy Research Content Moderation Digital Identity Business Models Synthesis Campaign Strategy

Research Assistant

Indian Institute of Management, Ahmedabad

Aug 2019 - Jun 2021 (1 year 10 months)

Developed 240+ pages of content for two books on neuroscience and consumer behaviour, drawing on research across psychology, neuroscience, and decision science. Analysed real-world marketing and branding campaigns through a neuro-behavioural lens.

Neuroscience Consumer Behaviour Psychology Decision Sciences Academic Writing Research Analysis

Education

Degrees, certifications, and relevant coursework

University of Warwick

MSc, Behavioural and Economic Science

2021 - 2022

Grade: Distinction

MSc in Behavioural and Economic Science with Distinction. Thesis involved designing and conducting an RCT-style quantitative experiment using Qualtrics with 800+ subjects examining linguistic differences in political communication.