Samar Kohl-Habibi

Frequent Mentoring Topics: _How to leverage insights to drive Business Strategy _Defining Research Question + Developing Learning Plans Some examples: Proof of Business Concept, CPG Innovation Pipeline, Brand Positioning, Target , UX Design Concept + Usability Research _Executing Research Studies + Delivering Findings. Methodology examples; Quantitative (Adhoc survey writing / analysis, Brand Health Track, Campaign Measurement, Conjoint) Qualitative (Focus Groups, Concept Testing, Usability Studies, Ethnographies) _Building critical research soft skills (Story Telling, Interviewing for qual research, _Running Internal workshops (e.g. analysis sessions), Managing Stakeholders)

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  User research

  My experience combines mixed Qualitative and Quantitative research methodologies from Design Research to Consumer Innovation / Insights. You will gain a rich and comprehensive perspective to address your challenges as I draw from this extensive toolkit to apply methods in line with the challenge and business needs.

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  Miro

  7 years of experience

  I enjoy using Miro as a tool to seamlessly take brainstorms into the 'virtual' realm,. It's especially helpful as a way of integrating Consumer Research findings.

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  Employee Benefits

  Ran a series of projects for HRMS & Payroll software & insurance provider in the Middle East. This research supported the marketing team to develop its brand strategy including content creation, customer journey touch points and brand redesign.

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  Food Delivery

  Extensive experience on quantifying CX journey of client's food delivery app vs competition across APAC. Results fed into product roadmap and led to bi-yearly CX Journey tracking.

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  Transportation

  Worked full time for 3.5 years at Omio, a Travel Tech company, heading up their Insights department which uniquely combined Consumer + User Research teams. Research became an integral and strategic function across the business from redefining the target persona, planning brand campaigns to designing strategic roadmaps alongside product and design teams.

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  Fashion

  Currently consult for an established luxury fashion brand in the Middle East in a rapid growth phase. Research includes strategically defining growth targets, brand positioning, how to cement brand affinity in a saturated marketing and what are the most critical product development plays.

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  Food and Beverage

  Fulltime at PepsiCo for over 5 years in the capacity of Digital Insights, Consumer Innovation and Strategy across Asia, Middle East, Africa (3+years) and within the North America Market (2 years). Additionally, I currently consult for an energy drink brand in the UK (ecommerce) on brand positioning and price x pack x innovation strategy.

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  Health Care

  Consult regularly for a client in the private health care space in the UK. Research has included site redesign, improved messaging and stronger hiring process of consultants.

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  Green Consumer Goods

  Consulted part-time for a start-up in the sustainable energy space over a 2year period. Research supported the business strategy on how to best adapt patented technology, to whom, at what price point and within which markets. I worked closely with the CEO, Head of Research and the Head of Marketing.