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Carmen Castro

Market Research Specialist

Carmen Castro

Specializes in consumer and shopper behavior.

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.

Quantitative Analysis
Market Research
Analytics
Brand Management
Qualitative Research
Trade Marketing
Customer Insights
Questionnaire Design
Consumer Behavior
Competitive Intelligence
Focus Groups
Market Analysis
FMCG
Shopper Behavior
Carmen Castro

Carmen Castro

Specializes in consumer and shopper behavior.

Market Research Specialist

Carmen is Available for Projects

Work with Carmen

Employment Highlights

Market Research Consultant

Independent

September 2013 - Present (10 years 7 months)

Invited Lecturer

Porto Business School

January 2015 - December 2018 (4 years)

Associated Teacher

European University in the Executive Master of Sales Management

January 2012 - December 2013 (2 years)

Account Manager & Technical of Market Studies

GfK Metris

June 1994 - July 2013 (19 years 2 months)

Education Highlights

Master in Marketing and Brands, Marketing and Brands

ISCTE - University Institute of Lisbon

January 2009 - December 2012 (4 years)

Bachelor of Arts, Psychology

ISPA - Instituto Universitário

January 1986 - December 1991 (6 years)

Portfolio

www.gfk.com

Growth from Knowledge

PBS

Porto Business School

Issuu

ABC Shopper Marketing

www.gfk.com

Growth from Knowledge

PBS

Porto Business School

Issuu

ABC Shopper Marketing

Resume

Market Research Consultant

Independent

September 2013 - Present (10 years 7 months)

  • 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. 

Invited Lecturer

Porto Business School

January 2015 - December 2018 (4 years)

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.

Associated Teacher

European University in the Executive Master of Sales Management

January 2012 - December 2013 (2 years)

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.

Account Manager & Technical of Market Studies

GfK Metris

June 1994 - July 2013 (19 years 2 months)

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.

Education

Master in Marketing and Brands, Marketing and Brands

ISCTE - University Institute of Lisbon

January 2009 - December 2012 (4 years)

Bachelor of Arts, Psychology

ISPA - Instituto Universitário

January 1986 - December 1991 (6 years)