Hemavathi Murthy
+91 99853 12435
EDUCATION
Master of Management Studies in Marketing
Narsee Monjee Institute of Management Studies
Bombay University, India
Bachelor of Pharmacy
SNDT University, India
WORK EXPERIENCE
September 2010 – Present Asia Graduate School of Business
Role Visiting Faculty, Applied Market Research
· Introduced the course of Applied Market Research in the curriculum and set direction
· Designed content for and taught the course
July 2002 – Present Brooks Adams Research, USA
Role Business Development, Research, Internet Survey and Panel Manager
· Recommend and present business strategies and options based on market analysis
· Work with Advertising, PR and Marketing teams to initiate, execute and evaluate strategies
· Develop and maintain quantitative models for demand estimation and feasibility studies
· Develop and maintain the Brooks Adams Research Internet Survey and Panel systems
· Prepare research design and methodology based upon marketing objectives
· Develop and maintain prospect databases for clients and Brooks Adams Research
· Evaluate and engage vendors for Internet Survey and Panel applications
· Recruit and train researchers in the market research process and research software applications
· Conduct qualitative and quantitative market research
July 2000 – September 2000 Indian Market Research Bureau
Role Market Research Executive, Customized Client Services
· Responsible for client sourcing and servicing
· Manage and execute client solicitation, proposal design, questionnaire design, budget preparation, project implementation, data analysis and interpretation, presentation of outcomes, report writing
June 1999 – June 2000 ACNielsen Research Services
Role Market Research Executive, Customized Client Services
· Responsible for client sourcing and servicing
· Manage and execute client solicitation, proposal design, questionnaire design, budget preparation, project implementation, data analysis and interpretation, presentation of outcomes, report writing
STATISTICAL AND RESEARCH SKILLS
· Perceptual image mapping
· Correspondence analysis
· Regression analysis
· Factor analysis
· Cluster segmentation
· Specialized Tools
o WINNING BRANDS - brand tracking model of ACNielsen
o ATP (Advanced Tracking Program) - brand tracking model of Millward Brown International
o LINK - advertisement pre-testing model of Millward Brown International
o ads@work - advertisement pre-testing model of ACNielsen
o BASES - simulated test marketing model
o Software packages for marketing research - SPSS, DELTAGRAPH, QUANVERT, EAZISUITE, SURVEY SYSTEM
· Internet Survey and Panel Management Applications
· Third-party database maintenance applications like REPS suite
· Data mining (from the US Census) and demographic analysis applications (Claritas’ PRIZM and other segmentation products)
PROJECTS MANAGED
· Market Feasibility studies
· Development of database and norms
· Brand health tracking studies
· Advertisement pre and post testing studies
· Usage and Attitude studies
· Product and pack tests
· Concept and Use tests
· Tracking studies (continuous and dipstick)
· User profiling studies
· Lifestyle segmentation studies
· Shop observations
· Mystery shopping
· Omnibus studies
· Focus Groups
CLIENTS
Pharma and Healthcare
Johnson & Johnson , Boots Piramal
Retirement and Real Estate (US)
Erickson Retirement Communities, The Kendal Corporation
Financial Products
ICICI Prudential
FMCG
Parle Foods