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MANMIT SHRIMALI, CMRP Seasoned Consultant
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MANMIT SHRIMALI, CMRPSeasoned Consultant
Transformation of Data to Intelligence:
8+ Years of experience in
analysis
More than seven years of experience in using SPSS for data analysis Expert in latent class segmentation and analysis (trained by statistical innovations) Trained in Conjoint (MRIA), Balanced scorecard, measuring brand equity, and CI Proficient in regression, key driver analysis, CHAID, Van Westendorp, factor analysis
Developed innovative approach of storyboarding Earned five nomination in best presentation format Used innovative approaches to present complex data Trained on presentation skills by Maynard Leigh
Leverage Brand & Domain Knowledge
Operation Insights
Evaluated operational capability of client to surface
operational recommendation that client can act upon Developed numerous excel based KPI dynamic
dashboards
Report Presentation
Saved account on stake by thoroughly leveraging brand
strategic imperatives and provided actionable insights Frequently recognized by client on application of domain
knowledge in research insight generation Specialist in extracting key take-away (top boxes)
Data Analysis
Triangulation Analysis
Expert in integration of transaction data for high-end analysis Integration of qualitative research data in quantitative results Seasoned in identifying unconscious drivers of behavior Strong eye-for-detail to spot errors, abnormal trend break and data issues
36000 view
Top-notch insights
On final stage of Certified Management Consultant designation
Use of left and right brain
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Research Approach
• Several players in research, everyone claiming ‘being consultant.’ However, marketers still struggle to find out which 50% of their monies spent on marketing efforts yield negative return.
• One of the main reasons of my progressive career has been the ability to identify and address the key barriers leading to strategy failure. Below is my illustrative approach I utilize in a research engagement:
Research Efforts Expertise
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Quantitative Research Expertise:
Product Research Consumer Finance Research
Market Sizing Direct Mail Creative Research
Concept & Message Testing Credit Card Usage and Attitude
Market Segmentation Packaging and Brand Equity Research
Awareness and Usage Self-Test (Pricing Research)
Advertising Research Tracking Research
Message Recall Conjoint/Trade-off Research
Forecasting Study Attribute Importance Research (MaxDiff)
Digital Marketing Research Social Media Research
High Experience
Moderate Experience
Ad-hoc Research (70%) Tracking Research (30%)
Experience in Type of Research
Project and Field Management Expertise:
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Successfully managed projects of accounts worth $3.8mm
Company sponsored for PMP coursework
Average # of projects managed concurrently: 6.9
Acted as primary client contact and managed day-to-day research activities
Negotiated and managed client expectations while working on pressing timelines
Utilizing sampling theory to optimize panel usage
Built expertise in using panel data and social media data
Developed innovative field and quota tracking and reporting sheet for client
Mentored team on field data quality checks: outliers, OEs, trap questions, and erroneous data
Gained expertise in panel research and complex interlocked quota management and field monitoring
Field Management Expertise
Project Management Expertise
Sample Project Tracking Sheet
Strong experience in utilizing global delivery platform (offshore) for project execution
Earning relationship through top-notch client servicing
• Revenue tracking and forecasting via people soft application
• Pipeline reporting• Account level
profitability and utilization
• Ensure timely billing and revenue recognition
Proposal Development
Business Development
Account Management
Develop Project Case Study
• Market segmentation
• Usage and attitude• Concept testing• Message testing• Forecasting study• Pricing research• Digital marketing
research• Customer
satisfaction• Market sizing• Product research• Brand equity• Promotion ROI
research
Wrote winning proposals in areas:
• Overall corporate • Pre-launch research • Brand research • Advanced analytics • Direct marketing • Campaign research • Qualitative research • Market sizing • Website usability• Long-term
engagements• Media research &
social media
Prepared Company Capability Pitches
Reporting to Business Head
Proposal and Business Development Expertise:
Grew account size to $3.8 million through: Proposal hit rate: 70% Earned Agency-of-record status year-
on-year for four years 90% repeat business rate
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ADVANCED ANALYSIS EXPERIENCE
Integrated Advanced Analysis Experience:
Estimate revenue of product X with and without launch of
predictive Marker
• Conjoint Utilities• Patient Allocation Exercises• Trial and Adoption Rate for predictive marker
• Patient Pool data• Financial Data (including $ revenue per patient)
Hierarchical Bayes Estimations
Evaluate the impact of thetwo clinical studies and the
release of three new products
• Conjoint Utilities• Patient Allocation Exercises• Attitudinal Data
• EPI Data• Brands and Class NRx and TRx
Regression
Determine the NPV for possible mixes of additional
indications
• EPI Data• Sales Data• Cost per Rx• Economic Indicators (inflation rate, bond rate, etc.)
Regression
• Conjoint Utilities• Patient Allocation Exercises• Attitudinal Data
Integration of Transaction and Primary Research Data:1 3 3
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Segmentation Analysis – Latent Class Segmentation
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Segmentation Research Experience:
Diabetes/OAD
Colorectal Cancer
Therapy AreasMarket
Situations
ImmunologyIdentify opportunistic segments for pre-launch productsRheumatoid Arthritis
Cardiovascular
Oncology
Breast Cancer
APL
CNSDepression
VirologyHIV
OthersHyperparathyroidism
Oral Healthcare
CKD
Medical Society Membership
Corporate/Cross Brand
Pre-Launch
Identify segments based on likelihood to try or switch the product
Post Launch
Identify profitable segments based on brands’ position in the marketplace
Refresh the existing segmentation based on market place evolution and change in prescribing trends
Identify most effective channel mix to reach targets
Develop differentiated messaging to drive increased prescribing
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Please rate your agreement with the following statements using a seven-point scale, where one represents “Totally disagree”,
7 represents “Totally agree” and 4 represents “neither disagree not agree”.
I am usually the first among my peers to learn about new medications
In general, I like to try new medications
I almost always wait until my colleagues
have used a new medication before trying it myself
PREDICTED SEGMENT 2
Strong Experience in Building Typing Tool for Profiling new respondents:Analysis technique: Discriminant analysis.
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Key Driver Analysis
Perceptual Mapping (Brand Differentiators)
Van Westondorp Analysis
Regression Based Key Driver Analysis :
Concept
Power/Control
Empathy/Helping
Right Choice
•Statement A•Statement B•Statement C•Statement D•Statement E•Statement F
•Statement G•Statement H•Statement I•Statement J•Statement K•Statement L
•Statement M•Statement N•Statement O•Statement P•Statement Q
Statements * R2
•Statement R•Statement S•Statement T
40%
23%
30%
N/A**Empowerment
[PRODUCT] Key Message Drivers for Disease A
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Discriminant Analysis Based Brand Differentiators:
Perceptual Map Of The Five Brands (Based On Discriminant Analysis)
First Discriminant Function
Sec
on
d D
iscr
imin
ant
Fu
nct
ion
Low incidence of injection site reactions
Brand C
Brand D
Efficacy in patients that have inadequate response to
their first therapy
Most convenient for my patients
Consistent efficacy over time
No drug induced autoimmune reactions
Low incidence of serious infection
Brand A
Brand E
Brand B
Onset of Action
Able to prescribe with minimal restrictionGood Formulary Coverage
Efficacy in XYZ
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Conjoint/Trade-off Analysis Experience Snapshot
Seasoned in developing conjoint simulators:
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Excel Based Pre-Post Launch Performance Management Dashboard Skills
Company A
Company A Product A
Designed and executed several pre-post launch performance managed dashboards:
Prescription Data
Call data
Managed market data
Primary research data
Digital channel
detailing data
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www.manmitonresearch.com:
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