Arhita Uppal

Marketing Analytics and Consumer Insights leader with 3+ years of experience designing and delivering end-to-end research programs — spanning quantitative surveys (500–1,000+ respondents), qualitative studies, and experimental design. Proven track record managing multiple external research and fieldwork agencies, translating complex datasets into executive-ready strategic recommendations, and influencing budget allocation and marketing strategy decisions. Published researcher and conference presenter.

Currently pursuing a PhD in AI and Consumer Behaviour, with direct relevance to driving Gemini App adoption, engagement, and growth analytics at Google.

Consumer Insights & Behavioural Research Analyst - Amity University

(2023-01)

Research centre focused on AI, consumer decision-making, and analytics-driven marketing strategy

• Managed 3 external agencies end-to-end — overseeing vendor selection, data collection fieldwork, survey platform operations (SurveyMonkey, Qualtrics), and quality-controlled deliverables against research briefs and timelines.
• Designed and fielded 4 quantitative surveys (500–1,000 respondents each) with rigorous stratified and quota sampling; applied SEM and CFA to validate measurement models and ensure data integrity.
• Designed experiments and quasi-experimental studies to isolate the causal impact of AI-driven features on consumer behavioural intention — findings directly informed budget allocation decisions for AI product investment.
• Segmented audiences by psychographic, demographic, and behavioural variables using multivariate analysis, enabling targeted marketing strategy recommendations adopted by university and industry collaborators.
• Conducted qualitative research (15+ in-depth interviews, focus groups; analysed via NVivo) mapping user journeys and identifying conversion bottlenecks — translating findings into campaign strategy recommendations.
• Presented insights to 2–5 senior academic and industry stakeholders per project; synthesised complex statistical outputs into clear executive narratives; published findings in peer-reviewed journals and presented at academic conferences.
• Translated research findings into actionable marketing recommendations across 4+ projects spanning e-commerce AI adoption, EV behaviour, and healthcare marketing — influencing budget and resource allocation decisions.

Relationship Manager - Liberty General Insurance

(2022-01 - 2023-12)

Data-driven client engagement role; insights and reports used directly in senior management decisions

• Grew managed portfolio value through behavioural analysis of 120+ client accounts — identifying churn risk signals and engagement patterns to prioritise high-value retention interventions.
• Generated monthly performance reports tracking KPIs against acquisition and retention targets; reports directly used by senior management for strategic planning and budget decisions.
• Analysed customer lifecycle stages and market opportunities to develop data-backed engagement strategies — building the analytical foundation now applied to app-growth and funnel optimisation contexts.

PhD - Marketing & Consumer Behaviour - Amity University, Noida (2026-12)

MBA - Marketing - ICFAI Business School (IBS), Hyderabad (2021-01 - 2022-12)