Soman Awan
The work
I do research and analytics in both settings, at work and in academic work. A background in analytics, statistics and econometrics makes me an unusual project manager, and it is where most of my own work starts.
Brand, consumer and competitive research standing up a market entry.
Legitimacy was the category's real barrier, and that set the market's reputation strategy.
Consumer studies built on jobs to be done interviews and customer journey maps, across the markets I worked.
A quarterly tracker with the attribute drivers modelled.
Bonus provision and deposit growth moved together, and a wider sample confirmed it.
Campaign analytics and survey work for clients, before the broker years.
Per creator tracking across nine markets, reported through live SQL feeding Tableau dashboards.
One measurement period, 2022-23
One survey mapped how the category's customers actually move, end to end.
A study on which services and partners belong in a premium tier.
Employee review text can be mined into an employer brand position, tested in a Q1 journal.
Read the paper Peer reviewedA second peer reviewed paper, in the industry I work in.
Read the paper ThesesBoth theses carry their own modelling and sit in the university repository.
2021 thesis 2023 thesisPortfolio projects in build, each one a working artifact rather than a writeup.
A reproducible acquisition analytics stack with a planted defect query library.
A fail closed validator, an adversarial second pass, and measured acceptance rates.
One shipped feature documented end to end, kill decision included.
A positioning pack with a real message test behind it.
A small shipped product with first party instrumentation from day one.