Michelle Torres Maciel

Experience

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  Gfk

  Mar 2006 - Dec 2010

  Jr. Market Research Analyst

  - Developed quantitative market research encompassing Product/Concept Testing, Satisfaction, Shopper Behavior, Habits, and Attitudes tailored to meet customer needs.- Prepared proposals, designed questionnaires, monitored fieldwork, managed suppliers, and analyzed results.- Took charge of conducting international market research in Brazil, involving interactions with international customers (GfK units situated overseas).- Conducted studies related to retail audits to gather information about products, categories, and merchandising materials at point-of-sale, focusing on pricing, promotions, merchandising strategies, and market share.- Collaborated with renowned clients such as Telefonica, Kimberly-Clark, Colgate, Pernod Ricard, Samsung, and others. Show less

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  Vivo (Telefônica Brasil)

  Dec 2010 - Nov 2017

  - Manage comprehensive qualitative and quantitative (ad hoc and continuous) research projects focusing on customer behavior, brand image, retail audits, product, and concept testing.- Conduct meetings with internal clients to discuss their marketing briefings and requirements.- Oversee the formulation of questionnaires aligned with the market briefings to precisely comprehend the market landscape.- Supervise partner institutes involved in research projects.- Take charge of developing, analyzing data, and preparing survey reports with conclusive insights that offer actionable strategies aligned with the company's business objectives.- Identify and formulate marketing strategies based on client objectives and market trends to achieve company goals.- Responsible for conducting a Brand Tracking Survey aimed at monitoring the awareness and brand recall of both the company and its competitors. Show less - Engaged in a job rotation at Telefonica's head office in Madrid, overseeing coordination of global market research results conducted by Telefonica group companies worldwide.- Produced comprehensive reports, summaries, and presentations distributed to all Telefonica market research departments globally.- Contributed to a team that launched a global framework system enabling employees to analyze, query, and source services for advertising campaigns, primarily focusing on evaluating brand image and advertising recall.- Monitored Social Media to identify highly shared content and established keywords for programming Social Media alerts to track competitors.- Prepared Social Media analysis reports based on the identified content. Show less

  • Senior Marketing Research Analyst

    Jun 2014 - Nov 2017

  • Job rotation at Telefonica's headquarter in Spain

    Jan 2014 - Jun 2014

  • Marketing Research Analyst

    Dec 2010 - Jan 2014
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  Studies and personal project

  Dec 2017 - Feb 2020

  Student Exchange Program + 3 month Sabbatical

  I spent two years participating in an Exchange Program in Australia, aiming to enhance my English language proficiency and pursue a Marketing Course. During this time, I volunteered for three months at ipSCAPE, a company offering digital communication solutions, to gain insights into the international marketing landscape.Following this, I embarked on a three-month sabbatical to travel across Asia, immersing myself in diverse cultures and seeking personal growth.

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  Petz

  Jan 2021 - Dec 2021

  Customer Insights/ Market Research Specialist

  I am accountable for the preparation and execution of consumer surveys, handling internal client requests, formulating questionnaires, determining interview targets, overseeing fieldwork progress, extracting data, analyzing results, and correlating findings with internal secondary data sources.

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  Sodexo Benefits and Rewards Services

  Dec 2021 - now

  Consumer & Market Insights / Market Research Specialist

  - Primary point of contact within the company for conducting market research using internal tools or external research suppliers to propose optimal benefit solutions.- Facilitating internal client meetings to grasp their needs, supplier management, questionnaire preparation, fieldwork monitoring, result analysis, and compilation of strategic data reports.- Cross-referencing research results with data from the internal database to generate insights and develop strategic presentations;- Some of the main deliveries made were:. Study of Consumer Behavior with segmentations according to their demographic and behavioral characteristics;. Discovery researches that supported the launch of four new company products;. Implementation of the first brand reputation survey directing actions to reposition the brand in Brazil;. Global NPS survey with analyses focused on reducing detractors and increasing promoters. Show less