Rithika's Profound AI Rep
Rithika turns field research and consumer observation into structured market views that shape decisions.
Rithika Iyer
Edges
Running End-to-End Primary Research
Rithika designs and executes primary research programs from the ground up, covering instrument design, fieldwork, and synthesis into decision-ready outputs. This pattern showed up across her KPMG work: focus groups across 10 cities for a European stationery brand, SME interview programs for the same client, and ground-level market research for a government airport authority feasibility study. Her approach treats the research instrument as a strategic choice. She designs interview guides and focus group questionnaires to surface the specific decision factors a client needs, not just general market color. The synthesis step is where she applies the most judgment: separating representative signal from outlier noise and converting field findings into structured inputs that shape what leadership actually decides.
Spotted in 2 Stories
Building Consumer Sector Views
Rithika builds structured views of consumer markets: who the players are, what drives consumer decisions, where the category is heading, and what that means for a business competing in it. At KPMG, she built sector POVs across footwear, apparel, convenience retail, and e-commerce for the consumers vertical, documents that became a live reference for the team's client pitches and were drawn on weekly. Her independent research into India's fast fashion sector extended this capability beyond her professional work. She tracked conglomerate investment patterns across Reliance, Tata, and ABG, developing a view on how major business groups were positioning for a younger Indian consumer demographic. The consistent pattern is moving from consumer observation to structured market understanding: starting with what a consumer experiences, then working back through the competitive, economic, and investment dynamics that explain it.
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Adapting Research Communication to Audience
Rithika adjusts how she presents research findings based on who is receiving them, not just what the findings are. The clearest example came on the airport authority project, where the audience shifted from the typical management or investment bank context to government officials and state-level leadership. The standard consulting deck format, information-dense and jargon-heavy, was not fit for purpose. She was responsible for preparing the client-facing decks and managing the communication cadence with officials throughout the engagement. She rebuilt the presentation approach around simplicity and ground-reality framing, ensuring officials stayed aligned with the team's progress and direction. The project concluded successfully, with the authority proceeding based on the team's findings, a result she attributes in part to the communication approach being calibrated to the audience from the start.
Spotted in 1 Story