Consumer Insight Analyst / Marketing Research Analyst
Resume:
Anuradha Mohan Kumar
********.**********@*****.***
Fort Worth, TX 76155
RESEARCH EXPERIENCE: 6 YEARS.
Attitudes Research Laboratory, Texas Christian University (TCU), August 2008 – Present
• Researched the use the influence of reference groups on brand choices and purchase behavior.
• Discovered insights on the influence of mating motivations in determining brand choices.
• Learned advanced multivariate statistical techniques like logistic regression, regression, ANOVA, discriminant analysis and factor analysis
• Experience with market research tools, writing questionnaires, and designing surveys.
• Supervised and trained a team of research assistants in data collection, data entry, preliminary data analysis, and formal presentation of results.
Perceptual Dynamics Laboratory, TCU, August 2006 – August 2008
• Researched the role of attention and learning in visual perception.
Indian Market Research Bureau, Mumbai, India, Research Executive, September 2001 – April 2002
• Investigated hand wash practices in rural Kerala, India: Social research project for a World Bank and Unilever collaboration.
• Tested advertisements for a cosmetics brand of Unilever Ltd.
• Conducted focus group discussions, in-depth interviews and content analysis.
Blackstone Market Facts India Ltd., Mumbai, India; (Currently Synovate). Management Trainee, June 2001– Sept 2001
DRAFT FCB ULKA Advertising Ltd., Intern, New Delhi, India, Summer 2000
• Evaluated communication strategy of egurucool.com
Conducted In- Depth interviews, Focus Group Interviews with students appearing for competitive examinations.
EDUCATION
Texas Christian University, Fort Worth, TX
Ph.D. Experimental Psychology, August 2011: (GPA: 3.81)
Focus: The influence of mating motivations on brand choice (of personal care products, clothes etc.)
M.S. Experimental Psychology, May 2008: (GPA: 3.69)
Specialization: Visual Perception
Annamalai University, India
B. A. Psychology, July 2005
Mudra Institute of Communications, Ahmedabad, India (MICA)
Post Graduate Diploma in Communications, (Equivalent to Masters), April 2001
Specialization: Marketing Research and Visual Presentation in a Retail Environment
University of Delhi, India
B.A. Political Science (Hons.) Lady Shri Ram College, July 1998
Ranked # 2 Humanities College in India according to the India Today – Nielsen Survey, 2009
RELEVANT COURSES AND SKILLS
Regression
Experimental Design
Categorical Data Analysis Structural Equation Modeling
Qualitative Research
Consumer Behavior
Sensation & Perception
MS Office
SPSS
LISREL
OTHER EXPERIENCE
Department of Psychology, TCU, Teaching Assistant. August 2006 – Present
• Taught Sensation and Perception, Senior Seminar in Psychology, Principles of Behavior
• Responsible for teaching, grading and grade maintenance
DRAFT FCB ULKA Advertising Ltd., Intern, Summer 2000
• Trained in Account Management
• Coordinated between the client ( egurucool.com) and the creative departments
Equus Advertising Ltd., (Currently Equus Red Cell), New Delhi, India, Trainee Copywriter, May 1998 – November 1998
• Worked as a part of the launch team of Daewoo Matiz in India (The Big Small Car Campaign)
• Handled the creative execution of Amazer XL Tires, Harvest Gold Bread, and Dabur Real Juices
PUBLICATIONS AND PRESENTATIONS
Peer Reviewed Publications
• Kumar A.M., Sinha P.K. & Krishna R. (2003) Children in a Kirana store: Building a case for Retail Communication, Journal of Brand Management, 10, 219- 232.
• Hubbard, T. K., Kumar, A. M., and Carp, C. L. (2009) Effects of Spatial Cueing on Representational Momentum, Journal of Experimental Psychology: Learning, Memory and Cognition, 35, 666- 677.
Titles of Manuscripts in Preparation
• Error Feedback and Representational Momentum: Can we change errors in visual perception with feedback?
• Impact of dissociative influences on one’s in-group brand: What happens when disliked others use our favorite brand?
Presentations
• Hubbard, T. L., Kumar, A. M., & Carp, C. L. (May, 2008). Effects of spatial cue timing and relevance on representational momentum. Poster presented at the 8th Annual Meeting of the Vision Sciences Society, Naples, FL
• Hubbard, T. L., & Kumar, A. M. (August, 2007). Effects of cueing attention on representational momentum. Poster presented at the European Conference on Visual Perception, Arezzo, Italy
AWARDS
Best Poster at Student Research Symposium at TCU
• Title: Effect of dissociative influences on the attitude towards one’s in-group brand. (2009)
• Title: Effects of cueing attention on representational momentum. (2007)
University of Delhi South Campus Endowment Scholarship. (2006)
• Awarded for achieving the top score in the entrance examination to the program in Applied Psychology at the University of Delhi
LANGUAGES
English, Hindi, Malayalam
REFERENCES
Prof. Charles G. Lord,
Director- Attitudes Research Lab
Department of Psychology
Texas Christian University
Fort Worth: 76129
Tel: 817-***-****
e mail: *.****@***.*** Dr. Dianna Mc Farland
Professor of Professional Practice
Department of Psychology
Texas Christian University
Fort Worth: 76129
Tel: 817-***-****
e mail: *.*********@***.***
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