Market Research Data Analyst and Statistician
Kristine is a business analyst for Samsung Electronics Corporation and a professional market research analyst and statistician with extensive experience working for the world's largest market research companies, Kantar TNS and GfK, having worked with clients such as P&G, Nestle, Kraft, Panasonic, LG and Electrolux to name a few. She specialized in the field of social science, research and statistics during her years at the Ateneo De Manila University, the most prestigious university in the Philippines, while holding the position of Vice President for the Ateneo Statistics Circle, the premiere research and statistics organization in the university.
An expert in data analysis and processing, full service market research, MS Excel, SPSS.
Along with her partner, she runs a small, local market research company that caters to the market research needs of small businesses in the country.
For a more in-depth background about Kristine, please refer below:
Kristine graduated in the top 5% of her course from the Ateneo De Manila University, the country's top university, with a Bachelors degree in Social Sciences and a double minor in Japanese Business Studies and Cultural Anthropology. During her studies, she immersed herself in the field of research. Apart from her courses in social research and statistics, she also managed projects under her organization, The Ateneo Statistics Circle as the Vice President. The organization catered to other organizations within the university and to external clients by providing them with the research services that they need.
Being strongly motivated to enhance her research skills, she worked in a global market research agency, Taylor Nelson Sofres (TNS) Global in which she was able to hone her skills. She was a Market research analyst within the Account Management Department - Research Services in the Innovation and Product Development (IPD) team which specialized in customized research providing insight, analysis and concrete solutions for their clients to aid them in the decision-making process regarding their products such as the dimensions that need to be improved and the steps that need to be taken to ensure success prior to the product launch. Her training focused on statistical analysis, project management and data analysis.
In search of opportunities to expand her knowledge, she entered into a German market research company, Gesellschaft fur Konsumforschung (GfK), in the Retail and Technology group managing the Home Appliance panel and the Consumer Electronics panel under the Account Management team. She has undergone intensive training both locally and abroad. She was in charge of quality checking, analyzing and reporting syndicated market research data while managing accounts for the top brands in the country such as LG, Haier, Samsung, Sony and Electrolux, etc.
Opportunity knocked once more and she was offered a position in Samsung Electronics Corp. where she worked as a Business Analyst under the Strategic Planning & Intelligence group. She was responsible for managing a full service in-house market research team composed of 70 people starting the local subsidiary's field force from scratch, creating the process and materials, field force and data operations training, data gathering, data processing, data analysis, sales forecasting and reporting.
For a detailed list of her skills and expertise, please see below:
*Full service market research - project management from scratch to finish, materials creation, data gathering, data processing, data analysis, report creation and reporting.
Experience in quantitative and qualitative projects:
*Usage, Attitude and Image studies (UAI)
*Awareness, Attitude and Image studies (AAI)
*Market Segmentation studies
*Focus Group Discussions (FGD)
*Product tests via Central Location Test (CLT) or Home Use Test (HUT) such as Product Quality Benchmarking (PQB), Quality Improvement (QI), Cost Reduction Test (CRT) in either Paired-Comparison, Monadic and Protomonadic.
Expert in the following endeavors:
*Questionnaire and survey design
*Quantitative and Qualitative data analysis
*Fieldwork prompts creation
*Computing sampling weights
*MS Powerpoint and MS Word
*IBM Statistical Package for the Social Sciences (IBM-SPSS)
Knowledge on data analysis includes:
*Potential sales analysis
*In-store share analysis such as unit and value share
*Market share monitoring
*Category drivers analysis
*Analysis of Variance (ANOVA)
*Regression analysis and the like.