SHREYAA HAJELA

• Spearheading Qualitative and UX/UI research, client advisory, target and team management. Client retention and expansion is another important part of the current role.
• Handling diverse accounts like Amazon, TCS, DLF, ICICI, Ceat, DS Group for their Qualitative and UX/UI research requirements.
• Experience in UX/UI research has been around prototype testing, dummy design testing, journey mapping and customer experience studies.

• Partnered with a leading brand to shape strategic initiatives in Digestive Wellness category. This research was pivotal to identify potential white spaces, define innovation pipeline and crafting future communication platforms.
• Contributed to successful brand launch by defining crystal clear positioning for top oral care brand.
• Key Accounts handled during my tenure here were: GSK, Dabur and Dyson

• Advised clients on customized qualitative or mixed-method products: led team to successfully deliver projects, minimized research overheads and costs, increasing productivity.
• Led a team of 2 junior researchers, mentoring them throughout their journeys by actively sharing knowledge, best practices and training them on moderation, analysis and report writing.
• Handled Business Development: Generated a revenue of ~INR 3 crores for FY 2018-19 . Instrumental in winning a Qualitative study that broke all existing records in company, in terms of value.
• Activated growth avenues by studying complex behavioral patterns between key stakeholders and target consumer segments, in Decorative Lighting.
• Led extensive Brand Equity Research, with 120+ sample covering urban and semi-rural markets. Findings were crucial for determining short-term and long-term implications, for a leading home-appliance brand.

• Was the youngest person to have become a Manager, across teams. Handled Qualitative Studies end-to end, providing actionable recommendations to clients and managing a team of 2 researchers and 1 Project Manager.
• Key Research resource for Nestle: Handled multiple researches including an extensive U&A with a 100+ sample. The study was instrumental in building a foundation for product innovation, future communication and region based strategies.
• Responsible for developing positioning for a luxury home decor brand, that specialized in stainless steel.
• Was a core team member in pioneering UX Research at GfK. Partnered with Google to address various business issues with use of UX research (testing new features on Google maps).
• Partnered with Gionee phones to start the trend of 'selfie positioning'. Involved a deep understanding of consumer's interaction with the device for selfie-taking process (user-experience).
• Serviced numerous Global and Indian big names like Google, Nestle, Samsung, Voltas, Jindal, Kama Ayurveda.

My role involved writing proposals, executing research and writing presentations.

Key Highlights:

• Activated growth avenues for a leading vision care brand in India by identifying potential consumer segments and driving brand stories for same
• Carried out a ground-breaking Visual Ethnography study for Samsung and recommended product design innovation at the bottom of the pyramid.
• Recommending repositioning and new menu of a renowned quick service restaurant by working in collaboration with chefs, testing prototypes in sweet and savoury, analyzing organoleptic aspects, customer needs and cultural codes.

• Executed all kinds of Qualitative Researches for Reckitt Benckiser's brands in Surface Care, Laundry Care, Personal Care, Sexual Well-Being, Pest Control. Other categories included Food & Beverages, Printers, Luxury Spirits, Fashion, Furniture etc.
• Gained mastery in all Qualitative methodologies including Focus Groups, In-depth Interviews, Retail Observations, Ethnographies, Shop-Along sessions, Co-Creation Workshops.