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Sania Zehra

@saniazehra

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Market research professional specializing in consumer insights and quantitative analysis for FMCG and food sectors.

India

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What I'm looking for

I'm seeking market-research or consumer-insights roles where I can lead quantitative studies, deliver actionable insights for FMCG/food brands, work in collaborative data-driven teams, and grow into strategic research leadership.

I am a market research specialist with advanced training in business and marketing, focused on quantitative consumer insights and sensory/psychological drivers of consumption.

I have executed needs-based segmentation, concept and product tests, usage & attitude studies, pricing analysis, brand tracking, and advertising impact evaluations for large clients.

At IPSOS I earned certification as a Censydiam Analyst and managed project elements from proposal and instrument design to data analysis, insight generation and client presentations. My PGDM dissertation was honored among the top dissertations at my institute.

I combine strong technical skills (Microsoft Office, survey design, quantitative analysis) with creative writing and copywriting experience, and I enjoy turning complex data into actionable recommendations for FMCG, food & beverage and media clients.

Experience

Work history, roles, and key accomplishments

Graduate Teaching Assistant

The University of Kansas

Aug 2013 - May 2015 (1 year 9 months)

Supported marketing courses (Introduction to Marketing, Internet Marketing, Consumer Behavior) as a graduate teaching assistant by grading, lecturing, mentoring students and assisting with course preparation and assessments.

Grading Mentoring Presentation

Consultant (Quantitative Research)

IMRB International

Feb 2013 - Apr 2013 (2 months)

Conducted concept and product tests and usage & attitude studies for food/beverage and media clients, producing actionable recommendations to inform product and marketing strategy.

Product Testing Usage & Attitude Studies Survey Design Data Analysis Report Writing

Market Research Executive

Ipsos Research Private Limited

Apr 2011 - Dec 2012 (1 year 8 months)

Led quantitative research projects including needs-based segmentation (Censydiam), concept/product tests, pricing, brand tracking and campaign evaluation for FMCG, F&B, and consumer electronics clients; managed client servicing, research design, and insights delivery.

Quantitative Research Censydiam Survey Design Data Analysis Client Servicing

Research Intern

Shipra Estate Ltd.

Apr 2010 - Jun 2010 (2 months)

Designed and executed a resident satisfaction survey for Shipra Suncity, analyzed results and provided recommendations to close delivery gaps and benchmark against competitors.

Survey Design Questionnaire Administration Data Analysis Resident Satisfaction Research Competitive Benchmarking Report Writing

Education

Degrees, certifications, and relevant coursework

University of Kansas

Master of Science, Business

Grade: 3.67 / 4.00

Activities and societies: Graduate Teaching Assistant: Introduction to Marketing, Internet Marketing, and Consumer Behavior (Aug 2013–May 2015).

Master of Science in Business with coursework in consumer psychology, sensory marketing, and psychological underpinnings of food consumption; completed June 2015.

Lal Bahadur Shastri Institute of Management

Post Graduate Diploma in Management, Marketing

Grade: 70.76%

Activities and societies: PGDM Dissertation (Oct 2010–Feb 2011); Summer Internship at Shipra Estate Ltd. (Apr–Jun 2010).

Completed Post Graduate Diploma in Management with major in Marketing and minor in Human Resources; dissertation on the effectiveness of social networking sites as a marketing communications channel, honored among the seven best dissertations at LBSIM in 2011.