CARL SALDANHA

Chicago, Ilinois 60611

703.786.2175 carl.saldanha@gmail.com
SUMMARY

An energetic and motivated market researcher with over 14 years experience in digital, mobile, cross media advertising
effectiveness and website evaluation research, customer satisfaction and pharmaceutical marketing research.
Extensive experience in proposal writing, study design, survey project management, questionnaire development, report
writing and client presentations. Strong advanced analytical skills with knowledge of SPSS.
Has a reputation for building strong client relationships and helping clients grow their business by delivering actionable
insights.
Demonstrated ability to effectively manage and mentor people and build department efficiencies. Possesses a positive
attitude, proven track record in conducting sound research, and is focused on getting the job done.

EXPERIENCE
TNS
Digital and Mobile Analytics, Marketing Science Center, Chicago, Illinois
Research Director, Brand and Communications, Boston, Massachusetts

Feb 2011-Feb 2016

Sept 2014-Feb 2016
Feb 2011-Aug 2014

Managed and successfully led all aspects of digital advertising and cross media effectiveness (involving TV, Radio and Print)
research studies for a variety of financial services, beverage and consumer packaged goods clients and advertising agencies.
Spearheaded numerous advertising effectiveness studies for Visas digital and offline media campaigns. The success of
these studies, which accounted for over $1,000,000 in revenue, generated repeat business with Visa.
Was the primary client contact and responsible for proposal and questionnaire development, data analysis using SPSS and
report presentations.
Was instrumental in the success of the research using the first single-source, four-screen (involving Online, TV, Mobile &
Tablet) ad tracking solution at TNS. Demonstrated strong analytical skills that also helped understand Mobile and Tablet
usage during TV viewing, as well as the impact of a mobile campaign on respondent behavior.
Successfully executed numerous panel studies for Visa that analyzed the impact of ad exposure on actual spend for Visa
and linked results with spend levels seen among identical respondents for the prior year.
Proven leadership skills by successfully mentoring and managing a direct report.
Assisted in the analysis and reporting of mobile analytical projects that link passive mobile data with diary data.
Managed the analytics on projects involving key driver analysis, Max Difference Scaling, Regression Analysis, TURF, Tournament,
Sample Weighting, Cluster and Factor Analysis.

SYNOVATE INC., Boston, Massachusetts

Sr. Study Director

Sept 2010-Jan 2011

Responsible for managing the day-to-day execution and client servicing of a large 4-component quarterly loyalty and customer
satisfaction tracking study for a major financial investment company.
SELF-EMPLOYED RESEARCH CONSULTANT
COMSCORE INC., Reston, Virginia
EVERYDAY HEALTH, Washington, D.C.
COMSCORE INC., Reston, Virginia
Research Director
Sr. Research Manager
Research Manager

Jan 2010-Aug 2010

Aug 2005-Oct 2009

Jan 2009-Oct 2009
May 2007-Dec 2008
Aug 2005-April 2007

Managed and successfully implemented advertising effectiveness research studies for a wide range of clients in the Pharmaceutical,
Finance, Retail, and Consumer Packaged Goods industries.
Spearheaded the ad effectiveness research projects on the Pfizer account involving the Top 10 Pfizer prescription brands.
The successful implementation and actionable insights generated from these studies led to Pfizers renewal of its contract
with ComScore that accounted for ~ $400,000 per year in revenue.

Pioneered the first major website measurement study (involving a Pfizer prescription brand) at ComScore in 2006.
Designed and executed a variety of website evaluation studies for many of the Top Pharmaceutical companies (E.g. Pfizer,
GlaxoSmithKline, Sanofi-Aventis, Schering Plough, Wyeth, Shire Pharmaceuticals, Forest Laboratories and Sepracor) that
demonstrated the impact of Paid Search, Rich Media, banner advertising and key site metrics on the likelihood to take a
call-to-action.
Recognized by the CEO and Senior Management as the internal research expert on ad effectiveness studies and a trusted
advisor on weighting ad effectiveness study data.
Proposed and successfully executed numerous studies that utilized the ComScore panel in addressing clients study
objectives. Developed a thorough knowledge of the panel and of the steps involved in assessing feasibility before
proposing a study design.
Oversaw and moderated qualitative research studies using online focus groups. The study results provided an in-depth
analysis on the effectiveness of website design and also provided clarity and perspective on the efficacy of varying
communication tactics in achieving the sites marketing objectives.
Involved in cross media studies that quantify the effects of online advertising relative to other media and determine which
media platform, publishers and creatives have the greatest impact on conversion.
Led the research effort to build a normative database consisting of industry benchmarks on key ad effectiveness metrics
such as unaided and aided brand awareness, brand favorability, message recall and intent to convert.
Proven ability to successfully manage and mentor fellow employees and a direct report.

TNS HEALTHCARE (LEGACY G.BHALLA & ASSOCIATES), Vienna, Virginia

Manager, Research & Consulting Services

Feb 2002-July 2005

Worked with most of the Top 10 pharmaceutical companies and managed all aspects of qualitative and quantitative
pharmaceutical research projects including proposal writing and study design, discussion guide and questionnaire development,
field co-ordination (including managing project staff), data interpretation, report-writing and day-to-day client management.
Demonstrated a proactive sales approach and was instrumental in new business development that resulted in revenue of
approximately $1,500,000 in 2003 and $300,000 in 2004.
Implemented pre and post drug launch research projects involving business issues such as concept evaluation,
segmentation, product positioning, message testing, awareness, tracking and usage, market opportunity assessment,
competitive intelligence and situation analysis (involving IMS data).
Managed consulting projects and utilized secondary data to provide clients with strategic insights and recommendations
for marketing decisions.
UNIVERSITY OF CONNECTICUT, Storrs, Connecticut
Teaching Assistant School of Pharmacy
Research Assistant Department of Political Science

Aug 1998-July 2001

EDUCATION
CENTER FOR SURVEY RESEARCH AND ANALYSIS, UNIVERSITY OF CONNECTICUT
Master of Arts in Political Science with Concentration in Survey Research and Analysis

July 2001

UNIVERSITY OF CONNECTICUT
Master of Science in Pharmacy Administration and Marketing

July 2000

UNIVERSITY OF BOMBAY, India

Bachelor of Sciences in Pharmaceutical Sciences

May 1998

AWARD OF RECOGNITION
Nov 2007
Received the High-250 Award from the CEO at ComScore for an outstanding job in executing complex surveys for key clients such
as Pfizer and Schering Plough. This contribution led to significant additional business and helped build ComScores reputation of
excellence with its clients.