Tara has 20 years of experience studying people, brands, culture, and their dynamics. In her current role, Tara helps marketers leverage the power of human insight to build products, brands and services that matter to people. In today’s Experience Era, brands are more than their physical form or their advertising; they are relationships that add to people’s lives and human insight is fundamental to creating brands that can forge these meaningful relationships.
Prior to joining Kantar, Tara has worked in Shopper Consulting and in the Planning function at an FMCG company. (Perhaps naively) Tara believes that the Insights industry can bring people to the boardroom, give them a voice, and help them drive a company’s value creation process along with the shareholders.
A surprising fact about Tara is her history of ‘almosts’ – almost a UN cultural representative, a cricket commentator, a civil servant, a journalist. It says a lot about the allure of qualitative research that she’s happily spent two decades being a ‘quallie’.