Market Research and Consultant

Finding Guides Early On, Helped Me Find My Path

Name: Asma Siddiqi
Work stream: Business Research & Consulting
Current role & company: Director (Research), Nicholas Hall & Co.
Years of work experience: 16 yrs.
Education history:
  • 11th & 12th – Science
  • Graduation – B.Pharmaceutical Tech
  • Post graduation – Master of Management Studies (MMS)
Career History:
  • First 4 yrs: As Research Associate  with Deloitte & Touche Consulting
  • Next 5 years: Independent Market Research Consultant
  • Next 6 yrs: As Consultant with Euromonitor International, Singapore
  • Last 1 year: Current co.


Early in life, I was lucky to find people who knew me and understood my interests.  They could point me towards an education path that helped me find my niche – market research, then consulting.

Early years

I was interested in sciences since primary school. My parents told me that that pure science often lack easy application in the corporate world unless combined with business/economics.

My Guides

In class 11 I met a family friend’s son who had done B.Pharm +MBA and worked as Market research manager in Ranbaxy Industries, a leading Pharma company. His job seemed to have a good mix. He applied consumer research and commercial skills to help create pharmaceutical products. He explained that a science and MBA combination keeps you open to pursue multiple streams. I could opt for corporate strategy, marketing roles, even finance & HR. The opportunities to pursue a wide variety of roles, the chance to work in a high paying and glamorous job in a subject/area that I liked seemed appealing!

MBA was relatively new when I completed graduation, but, again another good friend, who was three years my senior, provided me with solid guidance on the program and the job prospects after MBA.

After MBA, I started off in Market Research & Consulting, areas that leveraged my analytical skills, and with experience. I’ve since grown into the advisory profession of consulting.

In sum, my own interest coupled with guidance from parents, family and friends have been the key factors that have shaped my choice of education and jobs.

Peep into the profession

A Business Researcher / Consultant helps client organizations take critical decisions. In this role, I get to use both my quantitative & softer, qualitative skills. It’s also a great vantage point, since I get to interact with a wide range of people – from senior corporate people, experts & thought leaders to end consumers – across industries! I find it extremely stimulating.

The big downside is the time-intensive nature of the job. The long hours that it takes, makes it extremely challenging to balance work & the rest of your life. More so, if you are a woman, and have to juggle the additional responsibilities of home & children. Which is why, I stepped off from regular employment in corporate roles, and took to being an independent consultant, when kids were young. That helped me keep in touch with my profession in a relevant way. Once the kids grew up a bit, I plan to return to a full time regular employment.

The other key thing aspiring consultants should know is that the role of a researcher/ consultant is a ‘behind the scenes’ one. It’s not as glamorous as the front-line sales and marketing ones. And apart from the top tier business consulting firms, the ‘glamour’ quotient is only medium in the other firms.

Advice for aspiring researchers/ consultants

1. Take courses in Economics, Business Management, and basic Math/ Statistics. Psychology courses are valued in Qualitative research. Masters degree is good to qualify later for senior positions.

2. Various opportunities exist in research & consulting. As a research analyst in market / business research companies, in the business/ market research departments of FMCG companies, and even other industries. And, of course, in Business Consulting firms.

3. In corporate roles, flexible work options are increasing these days. There is always the option of being an Independent Consultant. After 5-8 years of experience, one can consider a teaching career in business/ market research too.

Entrance Exam

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Steve Jobs, chief executive officer and co-founder of Apple Computer and of Pixar Animation Studios, urged graduates to pursue their dreams, follow their interests & curiosities and see the opportunities in life's setbacks-- including death itself.