RADHIKA KOTHARI

ad2u6t@r.postjobfree.com 510-***-**** https://www.linkedin.com/in/radhika-kothari/ San Francisco, CA (open to relocation) Market Research Analyst

Curious, detail-oriented, and data-driven Qualitative and Quantitative Market Research Specialist with a strong background in end-to-end market projects, excelling in trend analysis and strategy formulation. Skilled in gathering data on customer experience, competitor landscape, and economic conditions, translating insights into actionable plans. Leveraging visual narration of key performance indicators (KPIs) to deliver comprehensive insights that drive strategic decision-making.

Technical Skills

SQL, R, SPSS, Power BI, Tableau, Flourish, Qualtrics, Suzy, Google Consumer Surveys, Survey Monkey, Google Analytics, SEMrush, A/B Testing, MS Office Suite (Excel, PowerPoint, Word), Excel/Google Sheets (e.g. pivot tables, sumifs, vlookups, VBA), Miro, LucidChart, QlikView, Kantar/Numerator, Salesforce, Panel, Nielsen, Atlassian JIRA (Agile and Scrum), ComScore, Mintel, Capital IQ, Bloomberg, Factiva, Statista, Gartner and Forrester, ClickUp

Education

UNIVERSITY OF SAN FRANCISCO San Francisco, CA

Master of Science, (MS), Marketing Intelligence (STEM) – (Focus: Data Analysis) - GPA - 3.81 Graduated July 2023 Recipient of Women’s Advancement in Tech Scholarship SOPHIA COLLEGE FOR WOMEN Mumbai, India

Bachelor of Arts, (B.A), History and Political Science - GPA - 3.39 Graduated June 2020 Professional Experience

UNIVERSITY OF SAN FRANCISCO, San Francisco, CA Research Analyst Oct 23 – Present

● Perform quantitative and qualitative research for research projects involving television viewing, motion picture box office sales and brand strategy for publication in academic marketing journals.

● Responsibilities include data scraping from diverse sources such as box-office mojo, rottentomatoes, and Metacritic, meticulous data input, thorough data cleaning, quantitative analysis using statistical tools, preparation of presentations, and in-depth qualitative analysis

● Presented research findings in a clear and concise manner. Skillfully created visually engaging presentations for academic and professional audiences. Collaborate with multidisciplinary teams to contribute valuable insights and findings to academic publications in the field of marketing.

VAGARO, San Francisco, CA Market Research Analyst Mar 23 – Jul 23

● Product Feature Innovation and Development for Client Acquisition in a New Industry Vertical for SAS product focusing on wellness industry.

● Led a segmentation study on 200+ respondents using Qualtrics to understand therapy vertical, their specific needs and analyzed voice of the customer (VOC), and customer lifecycle/lifetime value (CLV) data through advanced statistical modeling in Excel and R.

● Spearheaded the entire Primary research phase, including ideation and questionnaire structuring and scheduling the in-depth client interviews & surveys in order to understand customer views, needs, and analysis of the feedback provided.

● Designed participant screeners, discussion guides, conducted user research studies, usability testing (qualitative interviews, competitive analysis), moderating (IDIs, focus groups), and survey questionnaires to ensure data validity and accuracy, relevance to research objectives, and alignment with client goals.

● Led research methodology projects, survey design, and gathering data from various sources to create executive recommendations for clients.

● Worked with product and design teams in identifying research needs and designing the appropriate research methods (moderated and unmoderated remote interviews, usability tests, diary studies, journey mapping, surveys, and competitive analysis

● Employed post-hoc market segmentation and cluster analysis based on client feedback data, created perceptual/correspondence maps to assess brand perception, recommended strategic business decisions tailored to consumer needs, and increased business visibility by 7%.

● Consolidated and analyzed quantitative and qualitative data to form marketing strategies to improve customer retention and acquisition.

● Visualized 500+ data points to generate analytical reports, providing 8 actionable insights through persona development and recommendations to stakeholders and non-technical audiences.

● Implemented features to facilitate regulatory compliance, end-user acquisition, and product customization that resonates with the therapy businesses using Qualitative and Quantitative research. ALAMEDA HEALTH SYSTEMS, San Francisco, CA Marketing Analyst Jan 23 – Mar 23

● Tracked client’s end-to-end inbound and outbound marketing performance across earned, paid and owned media, including online audience behavior, UI/UX (user interface/user experience) research, platform analytics, and monthly campaign performance data in a client brief.

● Designed, A/B tested, launched and monitored 2 visuals and ad briefs in a paid native advertising PPC experiment across a month, improving open and click-through rates and generating a 2% return on advertising spend (ROAS) and achieving a quality assurance (QA) objective

● Created a competitive market strategy and recommended SEO optimizations for the website by analyzing landing page keywords, backlinks, on-page & off-page SEO, including data analysis.

THE GLOBALIZERS, Indore, India Market Research Analyst Mar 21 – Aug 22

● Designed and managed research projects for 250+ respondents, involving online survey (Qualtrics) programming and sampling, data collection, and cleaning in Excel, resulting in actionable insights through charts, graphs, and maps.

● Conducted 70+ in-depth qualitative competitor interviews to understand marketing strategies, differentiating our advertising and promotional efforts.

● Led research to compile and analyze geographic, demographic, and firmographic characteristics of target markets, providing a foundational understanding of market dynamics.

● Developed detailed buyer profiles by integrating psychographic data, offering insights into consumer lifestyles, values, and preferences within the identified target markets.

● Examined behavioral characteristics of target audiences through rigorous research, contributing to the creation of nuanced buyer profiles that informed strategic marketing and outreach efforts.

● Demonstrated effective project management skills by successfully overseeing end-to-end market research projects, ensuring timely completion, and delivering high-quality results within specified deadlines.

● Coordinated and collaborated with cross-functional teams, fostering effective communication and resource allocation to achieve project milestones and objectives efficiently, highlighting strong project management capabilities.

● Performed secondary research and analysis from proprietary systems involving competitors, pricing, sales, marketing mix methods, existing and potential customer preferences, advertising, and other factors that may influence future sales, market positioning, or product offerings.

● Managed relations with third-party syndicated data, research vendors, suppliers, and agencies, ensuring they deliver within time and cost/budget estimates.

● Queried, cleaned, joined, and aggregated large datasets, within the data warehouse, and built and prepared them for analysis and reporting, utilizing SQL to drive actionable insights and support decision-making processes.

● Owned project scheduling and scoping, research methodology, proposal writing, online survey programming, deploying, and sampling.

● Wrote key takeaways around research objectives to pull out overarching themes and told a clear, concise story by summarizing, interpreting, and translating findings into actionable insights, implications, and business opportunities in 2 customized reports for the sales and product team. UPGRAD, Mumbai, India Content Strategist Sept 20 – Mar 21

● Collected and analyzed data from over 150 survey respondents and 40 interview participants, enhancing our understanding of VOC, market needs, trends, preferences, and consumer behavior. Responsible for data analysis and processing, as well as assisting in more advanced quant analytical techniques.

● Increased course enrollment by 27% by executing needs assessments and developing tailored e-learning content, case studies, and assessments.

● Developed 150 hours of high-quality video content, upskilling, and impacting 500 students achieving a Net Promoter Score (NPS) of 78%.

● Collaborated with the product team by reporting key consumer insights from market research that aligned with the product needs. Ensured effective product-specific ideas were conveyed with different iterations.

● Evaluated the effectiveness and profitability of the product using learner feedback data to suggest strategies for customer retention and course improvements.

● Delivered compelling presentations to the product and engineering team, effectively communicating key research insights through engaging visualizations and adept data storytelling techniques. SAMCO SECURITIES, Mumbai, India Marketing Intern May 19 – Jan 20

● Ideated and designed the questionnaire structuring surveys based on a funnel approach (general to specific) to understand trends, investor behaviors, and sentiments, leading to the successful launch of India's first Stock Basket product for diverse financial goals.

● Identified and profiled (persona development) the target demographic by analyzing age, income, risk tolerance, and investment goals, which informed product positioning and marketing strategies.

● Proposed and developed educational resources that culminated in the creation of the SAMCO Knowledge Center, enhancing client understanding and engagement with the Stock Basket product.

● Led pilot testing and utilized feedback to refine the user experience, significantly improving the platform's navigability and customer satisfaction. Managed survey deployment and analysis using Qualtrics, ensuring robust data collection for strategy development. Project Experience

Case Study: Sephora - Segmentation and Cluster Analysis [ Qualtrics + R + Excel]

● Programmed Qualtrics Survey for development of customer segmentation models and performed cluster analysis, to identify target markets.

● Conducted comprehensive secondary research, including qualitative and quantitative analysis, to retain Sephora’s market share.

● Employed competitive analysis techniques such as PESTLE, Porter's Five Forces, perceptual maps, and SWOT analysis to assess the market landscape.

● Developed offensive and defensive strategies from the competitive analysis, aimed at protecting and strengthening Sephora's market position.

● Presented strategic recommendations to optimize Sephora's market share retention, incorporating a thorough understanding of the competitive environment and leveraging effective offensive and defensive strategies.

● Formulated data-driven marketing recommendations based on identified target segments from the resulting dendrogram.

● Analyzed, visualized, and interpreted data sets to identify trends, patterns, and brand insights to make informed business decisions. Case Study: Disney+ - survey design and data analysis [ Qualtrics + R + CloudResearch + Excel]

● Developed a detailed Qualtrics survey spanning over 120+ participants and codebook for data collection including null and alternative hypothesis formulation, experimental design, and significance-setting.

● Conducted comprehensive research on Disney+ customer loyalty, employing a combination of secondary and primary research methods.

● Conducted interviews, designed surveys, and collected primary data to gather valuable insights into customer preferences and behavior.

● Performed quantitative analysis on the collected data, utilizing regression analysis, correlation analysis, and hypothesis testing.

● Executed ad-hoc analysis in a detail-oriented report drawing descriptive statistics inferences from relationships between factors affecting customer satisfaction through statistical modeling - linear regression, chi-square test, T-test, z-scores, and ANOVA using car, psych, and ggplot graphing packages.

● Employed data storytelling techniques to present findings effectively.

● Prepared detailed reports summarizing the research process, key findings, and actionable recommendations for enhancing Airbnb customer loyalty.

Case Study: Toyota - Conjoint/maxDiff Analysis [ Qualtrics + R + Tableau + LucidChart]

● Designed, in a fast-paced, team-oriented environment, questionnaire to collect and manipulate data on product features (attributes) and bundle preferences American consumers have while purchasing cars and programmed online surveys. Programmed code for conjoint Analysis in R.

● Led Secondary and Quantitative analysis for Toyota’s latest product expansion, by conducting comprehensive segmentation and forecasting analysis.

● Utilized Conjoin/ MaxDiff models and metrics to assess adoption rates and project sales potential for the new product.

● Delivered accurate projections and actionable insights to inform strategic decision-making and optimize the success of Toyota in the market.

● Estimated market share by wrangling with the Bradley-Terry-Luce statistical model as part of competitive intelligence strategy, conducted P&L analysis, and pitched actionable recommendations with charts, graphs, and maps, predicted to propel sales revenue by 10%.

● Charted a roadmap of growth targets and visually communicated the solution process using Agile Sprint project management

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