Ruth Mathews
Delhi
Summary
Dynamic Consumer Behavior Researcher with a proven track record at CHRIST (Deemed to be University), adept in Structural Equation Modelling and qualitative research methods. Successfully designed and analyzed extensive survey data, delivering impactful insights. Skilled in stakeholder management and mentoring, driving collaboration and leadership among diverse teams.
Overview
5
5
years of professional experience
1
1
Certification
Work History
Consumer Behavior Researcher (Doctoral Research)
CHRIST ( Deemed to be University)
01.2021 - Current
- Designed and analysed survey data from 451 online consumers, examining responses to analyse consumer response to personalised social media ads
- Conducted 34 semi‑structured interviews across Generations X, Y, and Z to support quantitative findings
- Practised full research lifecycle, including research gap identification, research design selection, data collection, statistical modeling, interpretation, and recommendations
- Applied Structural Equation Modelling (SEM), regression, and mediation analysis to identify antecedents of purchase intention
- Conducted bibliometric analysis using R to identify themes and gaps in filter bubble studies
- Performed data validation and quality checks to ensure analytical accuracy and reliability
- Presented research findings at international conferences and university colloquia
Cultural Coordinator
CHRIST (Deemed to be University)
Delhi NCR
07.2021 - 09.2025
- Delivered 12+ large-scale university events annually with prime responsibility of budgeting, documentation, and stakeholder management
- Managed simultaneous projects involving budgeting, logistics, vendor coordination, and stakeholder expectations
- Managed an average allocated budget of 40 lakh annually with planning, allocation, audit, cost reduction and negotiation deals within timelines
- Strategically acted as a bridge between management, external partners and students to deliver collaborations aligning with the vision of the organisation and brand.
- Coordinated cross-functional teams of 400+ student members through committee leadership structures, mentoring future student leaders
- Maintained structured documentation across 12+ event reporting cycles annually, including geo-tagged evidence, attendance tracking, certificates, budgets, and communication records.
- Built and maintained a 400+ student participation database, analyzing attrition patterns and forecasting leadership selection for consistent years
- Mentored and motivated students for leadership
- Delivered presentations of proposals to the organization's leaders regularly
Education
PHD - COMMERCE (MARKETING SPECIALISATION)
CHRIST (DEEMED TO BE UNIVERSITY)
DELHI NCR09.2025
M.COM - Accounting and Taxation
CHRIST (DEEMED TO BE UNIVERSITY)
BANGALORE12.2020
B.COM - HONS
JESUS AND MARY COLLEGE
DELHI05.2018
Skills
- Consumer Behaviour Research
- Survey Design & Questionnaire Development
- Interview Designing and Moderation
- Quantitative & Qualitative Research Methods
- Structural Equation Modelling (SEM)
- Bibliometric Analysis
- Thematic Analysis
- Bibliometric Analysis
- Data Interpretation
- SPSS
- R (Studio)
- Data Cleaning & Validation
- Data Quality Assurance
- MS Excel (database tracking, budgeting)
- MS Word
- MS PowerPoint
- Project management
- Documentation and reporting
- Stakeholder management
Certification
UGC-NET (COMMERCE) QUALIFIED, 2020
Publications
- Navigating the Filter Bubble: A Pill for Hyperpersonalisation, R. Mathews, A. Malhotra, H. Kaur, Scopus-indexed
- The Dark Side of Personalisation: Biases, Filter Bubbles, and Impact on Advertising Effectiveness, R. Mathews, A. Malhotra, H. Kaur, Scopus-indexed
Accomplishments
Contributed as part of the Student Welfare Office team, recognized with the Best Cultural Innovation Award (2024) by Red FM 93.5 for excellence in student engagement and cultural program innovation.
Languages
English
Upper Intermediate (B2)
B2
Hindi
Intermediate (B1)
B1
Indian Sign Language
Intermediate (B1)
B1
Timeline
Cultural Coordinator
CHRIST (Deemed to be University)
07.2021 - 09.2025
Consumer Behavior Researcher (Doctoral Research)
CHRIST ( Deemed to be University)
01.2021 - Current
PHD - COMMERCE (MARKETING SPECIALISATION)
CHRIST (DEEMED TO BE UNIVERSITY)
M.COM - Accounting and Taxation
CHRIST (DEEMED TO BE UNIVERSITY)
B.COM - HONS
JESUS AND MARY COLLEGE