Role & responsibilities
Customer Intelligence & Research Build a continuous, always-on customer intelligence capability that replaces periodic, project-based research.
Design and run primary research programs spanning qualitative, quantitative, ethnographic, and digital methodologies
Establish always-on listening across key touchpoints including app, agent, claims, NPS, and social
Build in-house research capability progressively to reduce agency dependence
Develop a structured voice-of-customer system that feeds into business decisions in real time .
Segmentation & Persona Architecture Own a agile, behaviour-based neuroscience segmentation model that is actively used across the business, not just documented.
Redesign segmentation from static demographic cuts to behaviour-based clusters that evolve with data
Ensure segmentation is embedded in product design, marketing briefs, and service delivery
Build persona frameworks that are straightforward enough for frontline teams to use and rigorous enough for actuarial and product teams to trust




Behavioural Science & Nudge Design Apply behavioural economics to improve acquisition, engagement, health compliance, and retention outcomes.
Design nudge architectures within journeys that drive measurable behaviour change
Apply frameworks like choice architecture, loss aversion, defaults, and social proof to customer-facing decisions
Run controlled experiments to test and iterate interventions before scaling
Partner with the digital and product teams to embed behavioural design into the customer experience
Insights Activation & Commercial Impact Ensure research translates into decisions, not decks.
Connect insights directly to business metrics: enhanced revenue, profitability, retention, activation, cross sell, and claims reduction
Brief senior leadership with explicit, commercially relevant customer narratives
Influence product roadmap and pricing strategy using unmet needs and willingness-to-pay

📌 Head Customer Insights Mumbai
🏢 Forward
📍 Mumbai