FEATURE5 July 2021

Minal Modha – Research Hero

Features People

The Market Research Society has launched the Research Heroes programme to celebrate the sector’s unsung heroes. Minal Modha has been named one of the Research Heroes for summer 2021. 

Minal Modha, Principal Analyst, Consumer Research Lead, Ampere Analysis

Minal ModhaMinal Modha joined the digital advisory board of the British Universities & College Sport association (BUCS) on a voluntary basis this year, to help the organisation develop a research framework for gathering intelligence among its membership of young people across the UK.

Minal helped the organisation outline a research plan for the next 12 months including customer segmentation to better understand what resources BUCS members would like to see from the platform, student feedback surveys to obtain insight into what is working well and what is not and audience data to provide stronger commercial narratives.

Modha was nominated as a Research Hero for her “work, initiatives and passion” and for “making great strides” in this role.

What is the biggest challenge you have faced during your career?

My biggest challenge was moving from Nielsen to Aser in 2018 to set up and lead their research function. The company was spread across numerous territories, and it was my responsibility to understand the data needs of each of these markets and create a research framework which will help answer these needs. This meant putting together an internal business case for why the research needed and the commercial impact the data could have on the company.

It was the first time in my career that I had had to create a framework from scratch and sell it into key decision makers, so it was a steep learning curve, but set me up very well for my current role as a department lead at Ampere Analysis.

What will be the next big trend or development in the research industry, and why?

One of the limiting factors of longer internet studies has always been limiting it to those with fixed line broadband and therefore those in urban areas in emerging markets. The rise in smartphone penetration in these regions and emergence of companies which offer mobile surveys is helping to bridge this gap and is allowing researchers to get closer to a more representative sample in hard to reach areas.

This will have a significant impact on businesses who are able to get a more complete picture in markets where we previously did not have this. I believe this will also result in more sample blending as agencies and clients bring this methodology into existing longitudinal studies or use multiple panel partners for mature and emerging markets.

View the full list of Research Heroes for summer 2021

Research Heroes is an ongoing programme throughout 2021, with a second tranche of Heroes to be published in the autumn.