Vijay Parthasarathy

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Senior Director, Cultural Insights

The Hartman Group

Nov 2022 - Current (2 years 8 months)

- Lead strategist on end-to-end insights projects for food and beverage industry clients like Nestle and PCC. - Designed and ran diary studies and in-depth consumer, expert and stakeholder interviews on a global scale. - Advised cross-functional teams on blending qualitative and quantitative insights to tackle a range of problems from consumer segmentation to knowledge discovery. - Spearheading thought leadership initiatives on methodological innovations like semiotics to unlock new business opportunities

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Independent Consultant

Stardust Insights

Oct 2017 - Nov 2022 (5 years 2 months)

- Led rigorous consumer insights work and audience workshops in collaboration with Protein Agency to capture changing consumer attitudes towards beauty and identify strategic partnerships for New Incubation Ventures - Employed qualitative methods to study traditional and digital media's historical impact on US consumer attitudes towards their diet, and identified trends to support senior strategy leadership as they chart the future of food in America - Leveraged semiotics and qualitative interview techniques to identify macro shifts in meaning and develop strategic solutions for the multinational qualitative research agency's Asia-Pacific and European clients like Unilever, Tata

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Media Anthropologist

The University of Texas at Austin

Aug 2008 - Aug 2017 (9 years 1 month)

- Used ethnography, semiotic theory and fifty in-depth interviews to map how the $60 billion global stand-up comedy industry shapes modernity; analyzed media 'moments' and alliances that earned the Indian comedy scene an international audience. - Participated in a large-scale ethnography to study the race, class, gender and digital divide in Austin, Texas; for this project, conducted a dozen phone interviews and in-person observations - Led introductory and advanced undergraduate classes on media, narrative structure, Latinx and Asian media culture

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Special Correspondent (Sports), Editorial Writer, Deputy Editor

The Hindu

Feb 2004 - Jun 2008 (4 years 5 months)

- Traveled on foreign assignments to report on Formula One races and Wimbledon for India's second-largest English daily (circulation: 1.5 million). - As Deputy Editor, Ergo, mentored fifteen reporters, editors and digital content producers

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Trainee Reporter

The Indian Express

Sep 2003 - Jan 2004 (5 months)

- Covered New Delhi's rail, air and bus networks; reported on the historic resumption of the Delhi-Lahore bus link

Vijay Parthasarathy

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