Arpita first gravitated towards research early in her career in Singapore, and eventually moved to the land down under to continue to pursue her passion for insights in a new market. Now 6 years into research, Arpita has done extensive work in the region – both in Asia-Pacific and Australia/New Zealand.
Having lived in 3 countries and studied Marketing and Psychology, Arpita’s experience in understanding how consumer behaviour connects to brand strategy is extensive and far-reaching.
After starting her career mostly in communications and advertising testing, her experience now also spans U&A, concept testing, and (her favourite) segmentation. She enjoys bringing consumer insights to life and making them tangible to businesses through story-led reports and has polished these skills across a range of industries including FMCG, retail, services, and finance.