Vivek has over 20 years of experience in developing insights to solve real world problems; he has been part of an agency, a client, and a management consultant, in three different continents. Vivek is a strong believer in the power of insight in bringing about commercial transformation.
In his 13 years at McKinsey & Company's Consumer and Shopper Insights practice in London and New York, he was one of the global leaders and led the effort on qualitative research, especially focusing on innovation. He also co-founded McKinsey's patient behaviour change service line. He developed an approach to implement an insight-driven behaviour change programme, and applied it to a variety of situations such as smoking cessation, weight management, reduction of inappropriate visits to A&E and adherence to medication. Vivek is passionate about innovation in the area of insights, and has frequently published and presented at ESOMAR and other conferences.
Prior to McKinsey, he spent the bulk of his time working for Pepsico in India, first as the Pepsi account lead in IMRB and subsequently moving to Pepsi as the Insights Manager. It was during his Pepsi tenure that he first realised the potential of insight to simultaneously influence top management decisions and empower the front line. A typical week in Pepsi would involve working with a global team on a strategic issue such as driving growth, working with the India brand team on campaign development, training bottlers to use insights better, and riding in the Pepsi truck to help the salesperson spot opportunities in retail outlets.
Other than McKinsey, Pepsico and IMRB, his experience includes short stints as Director of Marketing in Paramark (2000-2001), an internet start up that was based in Silicon Valley, California, and most recently as a Director at Incite where he set up their behaviour change group before founding Insight Dojo.
Vivek believes in a polymathic approach to insight development and that market research is just one input in the process. He considers himself a life long learner of Jazz piano and Shotokan Karate in which he holds a first degree black belt from the Japan Karate Association. He has a degree in Mathematics (honours) from St. Stephen's college and an MBA from the Faculty of Management studies, both of which are part of Delhi University.