Partha Roy
Verified Expert in Marketing
Market Research Expert
Edmonton, AB, Canada
Toptal member since January 17, 2025
Partha is a seasoned market research expert with over 20 years of experience in consumer insights, customer experience, and strategic research across global markets. He has led impactful projects in South Korea, China, Southeast Asia, North America, Europe, and Latin America, delivering data-driven solutions for top firms like Ericsson, Samsung, Coca-Cola, and Kantar. Partha's expertise in research, project management, and user experience helps businesses make informed, growth-driven decisions.
Project Highlights
Expertise
- Branding
- Business Planning
- CX Strategy
- Consumer Insights
- Market Research
- Market Research Analyst
- New Product Development
- Voice of the Customer (VoC)
Work Experience
Market Research Manager
Northern Alberta Institute of Technology
- Led labor market research initiatives that informed the development of new upskilling and reskilling programs, enhancing workforce readiness.
- Managed stakeholder engagement with industry partners, including employers, associations, and government agencies, to ensure training programs met workforce needs.
- Designed and executed surveys, focus groups, and stakeholder interviews to gather insights on skill gaps, employer needs, and learner preferences.
- Collaborated with industry partners to validate research findings, ensuring alignment between employer expectations and program outcomes.
- Analyzed qualitative and quantitative data to identify training gaps, guiding the development of new upskilling and reskilling programs.
- Developed industry reports and dashboards to visualize labor market trends, presenting actionable insights to leadership and program developers.
Senior Research Manager, Consumer Insights
Insightrix Research
- Headed the design and execution of over 50 quantitative and qualitative research projects across ICT, FMCG, energy, and public sectors, resulting in data-driven strategies that improved client business outcomes.
- Managed client relationships. Mentored and managed junior researchers, improving team performance and project delivery timelines.
- Presented strategic research findings to executive stakeholders, influencing high-level business decisions and supporting the successful execution of projects.
Account Director, Customer Insights and Experience
Kantar
- Spearheaded multi-country brand and communication research projects for Samsung Electronics, delivering insights that supported the successful launch of several global product lines.
- Managed end-to-end research projects, including VOC programs, brand tracking, and creative pre-testing, resulting in high-quality customer feedback, optimized advertising campaigns, and improved consumer engagement.
- Implemented advanced research methodologies, driving data-informed decisions that supported the successful launch of key product innovations.
Customer Insights Advisor, Global Insights and User Experience
Ericsson
- Represented Ericsson at the highest levels among customers and initiated discussions with senior executives in the telecommunication and IT industries.
- Ran business workshops and presentations with internal and external stakeholders using consumer insights.
- Identified new business opportunities and developed existing markets.
- Worked on global assignments for markets in India, Europe, the Middle East, and South East Asia.
Research Manager, Client Servicing
Ipsos
- Planned and executed quantitative and qualitative market research projects for India, the Middle East, and Southeast Asia.
- Handled diverse research assignments, encompassing market sizing and demand estimation, formulating offers, determining pricing, branding, positioning strategies, designing promotions, and enhancing customer experience and user experience.
- Drove product development and pricing strategies for customers.
Senior Executive, Consumer Insights and Packaging Innovations
Coca-Cola India
- Headed product innovations and consumer insights at Coca-Cola India as a senior executive in packaging innovations.
- Collaborated with the marketing team on product and packaging innovations.
- Reviewed and interpreted the competition and market information to fine-tune strategies.
Project History
Employer and Employee Perceptions of Micro-credentials
https://fsc-ccf.ca/wp-content/uploads/2023/06/NAIT_FSC_Report_April2023-1.pdfHeaded a micro-credential research project with the Future Skills Centre, delivering industry-driven insights that shaped flexible, skills-based training programs, influenced post-secondary strategies, and boosted employer engagement and adoption.
ROLE
Project lead of research and market analysis
RESPONSIBILITIES
Led comprehensive research on micro-credentials in partnership with the Future Skills Centre, analyzing industry and workforce perceptions to bridge skill gaps through flexible learning.
The findings have significantly influenced post-secondary institutions and policymakers in shaping workforce development strategies.
Global Brand and Advertising Research Initiative | Samsung Electronics
Headed multi-country brand and advertising research for Samsung Electronics. Conducted brand health tracking and creative testing across Asia, Europe, and North America. These insights optimized marketing campaigns and strengthened brand positioning.
I focused on brand health tracking and creative testing across Asia, Europe, and North America. The project aimed to evaluate consumer perceptions, measure campaign effectiveness, and identify opportunities to strengthen brand positioning.
The research’s insights guided data-driven marketing strategies, leading to more impactful advertising, increased brand engagement, and improved market share for Samsung’s flagship products.
Global Voice-of-customer Initiative | Ericsson
Oversaw Ericsson's global voice-of-customer (VOC) project, collecting feedback from telecom customers across Europe, Asia, and the Middle East. The insights uncovered key service gaps, driving product innovations and service enhancements.
The VOC initiative at Ericsson was a comprehensive research project that involved collecting and analyzing feedback through surveys, focus groups, and in-depth interviews. The goal was identifying pain points in network performance, product usability, and customer service.
The research’s insights directly informed product development, service enhancements, and strategic decision-making, leading to improved customer experiences.
Education
Bachelor's Degree in Engineering Management
Jadavpur University - Kolkata, India
Bachelor's Degree in Chemistry
Jadavpur University - Kolkata, India
Skills
Core
Marketing, Branding, Competitive Intelligence, Market Research & Analysis, Product Marketing, Brand Marketing, Go-to-market (GTM) Strategy, Digital Marketing Strategy, Brand Strategy, Marketing Analytics, Marketing Strategy, Sales, Marketing Leadership, Digital Marketing, Marketing Research & Analysis, Audience Targeting, Customer Journey Management, Social Media Marketing (SMM), Social Media Management, Enterprise Sales
Business Models
Business to Business (B2B), Software as a Service (SaaS), B2B, Business to Consumer (B2C)
Platforms & Tools
Zoho
Other
Data Science, Analysis, Research, Market Research, Consumer Insights, Customer Insights, Qualitative Research, Quantitative Research, Voice of the Customer (VoC), Analytics, Advertising, Social Listening, Market Insights, Trends, Customer Data, Survey Design, Mathematics, Computer Science, Customer Relationship Management (CRM), Marketing Reports, Customer Experience, Customer Experience Management, CX Strategy, Microsoft Power BI, Q, SPSS, Statistical Software, Ethnographic Studies, Usability Testing, In-depth Interviews, Focus Groups, Qualtrics, Sampling, Discussion Guides, Questionnaires, Design Research, Consumer Research, Customer Research, Market Intelligence, Business Intelligence (BI), Data Analysis, Storytelling, Growth Strategy, Market Research Analyst, Brand Positioning, Creative Problem Solving, Negotiation, Brand Partnership, Competitor Analysis & Profiling, Business Planning, Product Analytics, New Products, New Product Development, Consulting, Business Cases, Startups, Data Analysis Consultant, Data Analytics (Marketing), Business Development, Data Analytics, Buyer Personas, Product Launch, Brand Building, SWOT Analysis, Brand Identity, Consumer Branding, Product Branding, Corporate Branding, Personal Branding, Product-market Fit, Startup Marketing, Brand Awareness, Web Content, Surveys, ResearchOps, Customer Interviews, Project Management, Project Coordination, Customer Journey Optimization, Personas, Consumer Packaged Goods (CPG), Creative Briefs, Strategic Planning & Execution, Concepting, Creative Strategy, UX Design, UX Research, eCommerce, Education Technology (Edtech), Nonprofits
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