On February 23, 2022, Kunal Mehta, Director – Insights at 4SiGHT Research & Analytics, gave a guest lecture to the second-year Bachelor of Business Administration (BBA) students at SP Jain School of Global Management Dubai campus. He was invited as part of the Global Learning Industry Voices linked to ‘Decision Science and Analytics’.
Mr Mehta’s interactive and highly engaging session revolved around the importance of a customer-centricity, central questions and making the analysis impactful. He stressed how a consumer-centric approach is never linear. “It is a process of continuous improvement, however, collecting consumer feedback is not enough… one needs to make sense of this feedback,” said the speaker.
The key takeaways from the guest session were:
- Knowing the central question/issue
- Learning that resources are limited
- Focusing on the most pertinent issues
- Being able to triangulate data sources to explain behaviour
- Formulating a crisp and straightforward story
- Using the reflective framework for actionability
Mr Mehta has always been passionate about decoding human behaviour and has extensive experience in brand strategy, brand guidance and innovation. Given his rich experience and in-depth understanding of different quantitative consumer insights generation techniques and his expertise in working on usage and attitude studies, segmentation, brand guidance, pricing and portfolio optimisation studies, and studies around new product development (right from idea generation to testing the complete offer), his session focused not just on the value of data science in business but weaving an impactful storytelling approach.
Sharing her experience of attending the session, Fatima Batalon, a second-year global business student, said, “Kunal was very practical and he not only shared the importance of Data Science for business but the practical use cases and examples of making informed consumer-centric decisions. I learnt that it’s important to go beyond the primary data, triangulate data sources and more when it comes to understanding consumer behaviour.”
“More importantly, being able to weave data into a story that’s easy for everyone to understand,” she added.
Global Learning Industry Voices aims to connect industry practices and classroom learning. This particular course was taught by Prof Anshul Gupta. The session was supported by Global Learning & Student Life team – Megna Kalvani and Celina Bitana based at the Dubai campus.