Sofia Asher

Contributed to the design and global deployment of a Group Brand Equity Tracker, partnering with Kantar to deliver 190+ quantitative studies across 43 markets

Drove coordination across markets and stakeholders, acting as a central interface between brand teams, regions, and external research partners to ensure seamless execution

Structured cross-functional alignment on research methodology, timelines, and deliverables, supporting consistent decision-making across brands and geographies

Supported the development of a unified brand measurement framework, balancing global strategic coherence with local and global-specific requirements

As part of the Academic Challenges, I was requested to provide consultancy on research projects for clients:

• • KANTAR Challenge - Led a team analyzing growth opportunities for a U.S. fast-food brand in the university market using mixed qualitative and quantitative research. Identified geographic clusters of unmet demand and recommended a

targeted expansion strategy focused on high-foot-traffic campuses with limited competition. Project won

• • Nielsen IQ x Colgate – Designed and executed a 400-respondent consumer survey using Dynata and CMIX. Conducted sentiment analysis and interpreted findings using SPSS. Delivered insights and strategic recommendations on consumer awareness and preferences for whitening products

• • J&J – Currently leading research for a hair care brand; conducting a competitive analysis of the brand and category in Spain and France. Using a mix of surveys, in-depth interviews, focus groups, and behavioral observations

• • Extracted insights from financial and operational datasets using Excel and data visualization tools; collaborated with stakeholders to improve business efficiency across multi-location clients