Carmen Castro

About

Carmen Castro is a market research consultant with over 25 years of experience in market studies, specializing in consumer and shopper behavior, point of sale, and retail studies. Working at a global market research company for 20 years, she has crafted her skills in the proposal and preparation of inquiry instruments, interpretation of data, and presentation of key findings and operationalization for clients' businesses. She has also developed research projects for companies from various industries, such as Danone, Milupa, Dancake, Santa Casa Games, Mondelez, Sonae, Pingo Doce, ISCTE, CTT Correios, Makro, Tetrapak, Makro, Alliance Healthcare and Unicer.

Employment

4 roles

Sep 2013 - Present 12 years 8 months

Market Research Consultant

Independent

Developed research projects for companies from various industries, such as Danone, Milupa, Dancake, Santa Casa Games, Mondelez, Sonae, Pingo Doce, ISCTE, CTT Correios, Makro, Tetrapak, Makro, Alliance Healthcare and Unicer.
Elaborated proposal according to the client’s needs.
Constructed data collection instruments.
Coordinated data collection and processing.
Prepared reports, with descriptive and statistical analysis of the data.
Elaborated executive summary - main conclusions and strategic recommendations.

Jan 2015 - Dec 2018 3 years 11 months

Invited Lecturer

Porto Business School

Porto Business School is the business school of the University of Porto in Portugal.

Prepared and delivered lectures in the module of marketing research in executive programs of companies.
Planned, evaluated, and revised curricula, course content, and course materials and methods of instruction.

Jan 2012 - Dec 2013 1 year 11 months

Associated Teacher

European University in the Executive Master of Sales Management

As an associated teacher of shopper behavior and consumer at European University in the Executive Master of Sales Management:

Taught courses on consumer and shopper behavior, sales management, and marketing research.
Assisted students with their research and worked with each student to address individual issues.

Jun 1994 - Jul 2013 19 years 1 month

Account Manager & Technical of Market Studies

GfK Metris

GfK is a global market research company.

Managed project monitoring – proposal and preparation of inquiry instruments, interpretation of data, and finalizing the presentation of key findings and operationalization for clients’ businesses.
Monitored and forecasted marketing and sales trends.
Measured the effectiveness of marketing programs and strategies.
Devised and evaluated methods for collecting data, such as surveys, questionnaires, and opinion polls.