Sayan Khastagir
Summary
A consumer insight professional with 13+ years’ experience in market research across client side and agency for prominent Entertainment, E-commerce and FMCG brands. I am skilled in Marketing and Advertisement Research with a keen interest towards Data Analytics and Measurement and a natural flair for storytelling with the customer at its heart. Being nerdy I am eternally curious about technology based research application and find every opportunity to utilise solutions that enhance my learning. I am detail oriented and my recent experiences have allowed me to hone my project management skills across strategy, budget scoping and capacity planning that has allowed me to effectively manage a diverse group of stakeholders across Europe, Middle East, Africa and Latin America. I believe in principles of teamwork and believe in being approachable.
I am currently based out of London, UK.
Overview
14
14
years of professional experience
2
2
Certifications
3
3
Languages
Work History
Senior Research Manager
Prime Video
London
08.2020 - Current
- Lead PV Research Ad tracker (>£5MM research workstream) across Europe and South East Asia to deliver brand, title and Live Sports campaign performance, audience reach, channel effectiveness and brand incrementality insights to support marketing, campaign, media and finance teams in maximizing the impact of ATL campaigns
- Co-owns global measurement workstreams with X-org modelling teams (Business Intelligence, Data Science) to develop and enrich mid and full funnel measurement models for title attribution and spend efficiency for EU5
- Part of strategic workstreams to delivering on brand architecture, marketing channel efficiency and creative optimization goals across the EU business
- Part of Tiger teams to develop insight backed thought leadership on Social, Global Original titles to amplify collective brand impact
- Co-own and developed consolidated learning dashboard with performance data, media investment and social signals along key tracking metrics for holistic performance across Prime Video titles/shows
- Part of thought leadership workstream to explore new measurement mental models to effectively deliver world-class Franchises for PV
- Member of Customer Experience Bar Raiser group that upholds internal customer research guardrails across Amazon EU
- Responsible for driving program set up, vendor management, global governance initiatives (methodology, intake operations, insights toolkit) across APAC, JP and US (travelling titles only)
- KEY INITIATIVES
- Campaign measurement for >200 brand, titles and Live Sports campaigns to support media planning and marketing efficiency workstreams
- Deliver actionable insights on Value perception, rights and marketing engagement for new/emerging sports franchises – notable for Ligue 1 (FR), Champions League (DE/IT) and Premier League (UK)
- Delivered new Smile PV brand campaign strategy to pivot content selection strategy with positive emotional payoff
- Key Skills - Qualitative / Quantitative Research, Campaign/Marketing Measurement, Shopper Research, Online Survey, Research led modelling.
Snr Consumer Research Manager
Lifecycle
Bangalore
01.2017 - 07.2020
- Single thread owner for competitive digital spend/traffic benchmarking for A.in vs key IN competitors
- Working with 10+ cross-functional teams to across A.in including Categories, New and Emerging Programs
- The lead PoC for internal customer track via online surveys across teams in A.in
- Engage with 10+ 3P research agencies across various primary research initiatives as – 1) empaneled tracking, 2) quantitative initiatives (listing, concept testing, and behavioural segmentation), 3) qualitative explorations, 4) Price Monitor etc
- KEY INITIATIVES
- Owns MSS/ Shopping Benchmarking Tracking, to build robust intelligence around our relative standing in Ecommerce across key transactional metrics vs competition through 3P sources
- Lead Customer License Program, a design thinking initiative unifying behavioural insights, customer anecdotes, live interactions and real-time shopping behaviour across customer touchpoints to help strategic business planning
- Measured customer lifecycle cohorts through an innovative 3P panel fusion exercise to create effective communication personas and review the outflows and perceptions of AZ customers at various stages of engagement
- Launched behavioural life-cycle tracking across Prime programs (Prime / Pantry /SnS) to - a) Understand program health and key levers for sustenance
- (b) Study Program Barriers/ Reasons for Dissatisfaction among Disengaged Cohorts
- Manage end to end customer research charter for – 1) Retail sub-divisions (Durables/Hardlines/Softline/Grocery), 2) Subscription Programs (Prime / Pantry / Subscribe & Save), and 3) Customer Engagement Initiatives (Student /YA Program)
- Key Skills - Qualitative / Quantitative and Shopper Research, Competitive Benchmarking, User Journey Research.
Consumer Insights Manager
AMAZON INDIA
01.2015 - 01.2017
- First Research for Amazon India
- Responsible for setting up the User Research infrastructure and key owner across generative user research initiatives for Customer and Delivery Experience
- Own Amazon IN Fresh Eyes program that leverages fresh feedback from new hires across Amazon at a monthly cadence
- Build IN Shopper Frustration program, as an action-impact tracker to identify-log-resolve purchase journey friction points to improve customer platform experience
- Conducted >300 customer sessions to deliver customer insights across >50 usability initiatives to help support the CX roadmap for Amazon.in mobile app and website
- Flagship deliverables are – Prime CX, Amazon Lite App/ Checkout CX
- Key Skills – Storytelling, UX Research, Usability Testing, Customer Insight.
Assistant Research Manager
ITC LIMITED
12.2011 - 01.2015
- Handled end-to-end research for flagship FMCG brands – part of GTM strategy team to new categories
- Partnering and constructing effective strategic decisions for brands by close integration with Brands, PD and Creative agencies towards product and marketing solutions
- Insights touch point at various nodes of the brand (Product, Creative, Trade and Marketing)
- Facilitate percolation of consumer learning across to craft better and actionable solutions
- Part of research innovation projects for ITC driving Neuro focus and Eye Tracking initiative – drove a first of its kind initiative developed in-house Eye ball tracking capabilities
- Competitive benchmarking through continuous tracking, syndicated signals and product test learning’s across categories
- NOTABLE PROJECTS
- Partnered marketing team and 3P agencies to re-define Consumer Templates for brands across geographies to aim at incorporating regional brand strategies where ITC has suffered from low penetration
- Developed brand extension learning template to align future proposition for a daily essential market leader
- Drove Idea Screener/Concept tests to understand product led positioning ideas for communication around new initiatives
- Key Skills – Storytelling, Project Management, Qualitative & Quantitative Research Methodologies, Fast-Moving Consumer Goods (FMCG).
Business Analyst
FIDELITY
05.2011 - 12.2011
- Responsible for customer segment behaviour across product portfolios and asset segments and measure impact of customer perception for Fidelity instruments
Research Manager
KANTAR IMRB
06.2009 - 04.2011
- Drive end to end quantitative project research solutions aimed at improving / validating and monitoring marketing decisions of domestic and international clients through detailed diagnosis of consumer preferences pattern.
Education
PGDM - Marketing and Finance
IISWBM (Calcutta University)
Bachelor of Science - Economics, Math
Calcutta University
Higher Secondary - undefined
Don Bosco School
Skills
Quantitative Research
undefinedAccomplishments
- Designing Pricing Strategies: Design the pricing portfolio, through conjoint exercise to determine price portfolio across top tobacco brands in Sri Lanka /Bangladesh
- Brand Value Segmentation in the Premium price space: Research to identify premium price segments based on consumer brand values in China and to establish the positioning of various premium domestic brands
- Usage and Attitude Study: Drove end-to-end analysis/reporting across the biggest usage and attitude study (in terms of reach, sample size and importance for clientele) undertaken by the most reputed tobacco companies
- Product segmentation models: Drove consumer segments positioning study across flagship tobacco brands in Indonesia, Vietnam and Malaysia to identify opportunities for brand differentiation
- CERTIFICATIONS
- Oxford University Continued Learning Courses (Online) – 1
- Political Philosophy, 2
- Social Anthropology, 3
- Writing Lives
- OTHER HIGHLIGHTS
- Xerox India (May – Jun’08) internship - identify key variables that impact product intervention for B2B solutions
- Worked for HSBC (HDPI) from Aug –Nov ’07 to enhance business communication skills
- Worked with the Kantar IMRB field unit (Abacus) on projects for leading FMCG and financial institutions
- Represented teams in research conferences – MRSI India (2012 – 14), World Congress Meet 2014, UX Meet 2016
- Involved in community building initiatives for specially abled members in Kolkata, India through Turning Point.
Certification
Oxford Continued Learning - Political Philosophy [Sep - Nov'21]]
Timeline
Senior Research Manager
Prime Video
08.2020 - Current
Snr Consumer Research Manager
Lifecycle
01.2017 - 07.2020
Consumer Insights Manager
AMAZON INDIA
01.2015 - 01.2017
Assistant Research Manager
ITC LIMITED
12.2011 - 01.2015
Business Analyst
FIDELITY
05.2011 - 12.2011
Research Manager
KANTAR IMRB
06.2009 - 04.2011
PGDM - Marketing and Finance
IISWBM (Calcutta University)
Bachelor of Science - Economics, Math
Calcutta University
Higher Secondary - undefined
Don Bosco School
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