About me

Supporting statement

Dr Anumeha Sah

I am currently working as a post-doctoral researcher at the School of Psychology, University of Reading on a fixed term contract that ends in September 2020.

I completed my PhD in marketing and psychology in 2018 from the department of management at Henley Business School, University of Reading, UK. My research comprised of applying concepts from marketing and consumer psychology to study decision-making and behaviour change. I believe in evidence-based practice and conducting research that is relevant in the real world and then can be applied for social good.

I have extensive experience in conducting online experiments and trials. My current work includes applying user centred design and value cocreation in online communities using inspiration, ideation and implementation phases of human centred design principles. My research skiils are User research, Value co-creation online communities for user centered design, questionnaire design, primary and secondary research, qualitative and quantitative research, data mining and data analysis. In my research experience, besides manually collecting primary and secondary data, I have also used Qualtrics for data collection, SPSS, Excel, R and Nvivo software for quantitative as well as qualitative data analysis. I have good knowledge of platforms like Qualtrics, Prolific, Krealinks and Particity.

My previous research experience includes working at London Business School UK, Henley Business School UK and GBPUAT, Pantnagar University in India.

Prior to a research career, I have successfully managed international seminars and conferences as an Executive Officer at the Confederation of Indian Industry, India. As a management consultant in my very first role, I have led a team of 2-3 junior consultants participated in marketing strategy projects.

The primary skills involved in all the jobs mentioned above include

Data analysis and data presentation - User research, Value co-creation online communities for user centered design, questionnaire design, primary and secondary research, qualitative and quantitative research, data mining and data analysis. Good knowledge of software like SPSS, NVivo, R, Endnote and Qualtrics as well as platforms like Krealinks and Particity. As a doctoral researcher, I have handled large data sets and analysed and evaluated the data, to present the results to a non-specialist audience. My previous roles required data analysis and deriving insights and conclusions from the available data. The confidentiality of the data was maintained carefully by me in all the projects. I use SPSS, Nvivo, R and Excel for data analysis. I conduct experiments on software like Qualtrics, Prolific, Krealinks. I am experienced in conducting both qualitative and quantitative research.

Communication and team management skills - I have presented my research to large audiences at conferences in the US and Europe. This often includes presenting the results in a clear and concise manner, with the help of visuals, graphics etc. I have also managed teams of junior officers and consultants, to maintain an amicable working environment. I was elected the student representative of PhDs in marketing and put forward all the student concerns in front of the school committee.

Creating and Innovating - As a doctoral researcher, it is essential that all research I undertake is new and original. I keep abreast with the latest trends and insights so that I can apply them in my research. For example, sugar consumption is a topic that is being widely discussed in the health sector. I incorporated recent concepts from nutrition (health halos) and psychology (automatic goal activation and heuristics and bias) in my research to provide a rigorous as well as a relevant solution to the research problem. I have also created a new brand (and patented it) for the purpose of my research.

Strategic problem solving and delivering insights - As strategy consultant, I have provided innovative solutions to clients. I have prepared proposals for clients based on the needs for market entry, expansion and acquisition. I have promoted a leading international brand by a strategic mix of print advertising, in store sales promotions and outdoor promotions. The insights were based on primary and secondary research conducted by me.