Pareena Singh

About Pareena Singh

I build research functions that don\'t just answer questions — they shape product strategy and business direction. Over 10+ years across consumer tech, gaming, classifieds, and market research, I\'ve led end-to-end research in some of the most complex emerging markets in the world: India, Indonesia, Mexico, Chile, Colombia, and Turkey. I\'ve worked with teams at OLX Group, Zupee, Google India (on deputation), Ipsos, and GfK — spanning both UX and market research. What I do best: — Build research functions from scratch (0→1 team building, frameworks, processes) — Lead mixed-methods research that directly influences product roadmaps and business decisions — Translate complex user behaviour into clear, actionable strategy for senior stakeholders — Conduct cross-regional, multi-market studies with rigorous methodological standards — Integrate AI-augmented tools and platforms (Dovetail, Qualtrics, Miro, Figma, Optimal Workshop) into research workflows and Research Operations (ResOps) to accelerate synthesis and insight delivery. My academic grounding in Behavioural and Economic Science (University of Warwick) gives me a strong lens on decision-making, cognitive biases, and human behaviour — which I bring into every research design. I\'m currently open to Senior UXR / Head of Research / Consumer Insights leadership roles — preferably in high-growth product companies where research has real strategic influence. Let\'s connect if you\'re building something user-centric and need research that actually moves the needle.

Experience

1. Lead Ux Researcher

   Zupee

   Aug 2023 — Present · IN

   Founded Zupee\'s UX research function and built Research Operations (ResOps) from scratch — frameworks, tooling, processes, and team hiring.Led Power User and Non-Power User Persona studies (N=50 IDIs, Pan-India, Tier 1 & 2) — revealed entertainment, not money, as the primary retention driver for 56% of users; directly shaped VIP programme design and engagement roadmap.Conducted Micro-Drama Consumer Research (N=40 IDIs, Metro/Tier 2/Tier 3) mapping emotional triggers and monetisation barriers — produced content and UX strategy recommendations for Zupee Studio.Ran Cricket Season Behavioural Research (FGDs, N=109 across 6 cities) — disproved platform drop-off hypothesis during IPL, findings confirmed sustained stickiness and shaped go-to-market decisions.Delivered Rummy Market Understanding study creating 3 user archetypes; ran usability testing across Add Cash, VIP Programme, Referral, Magic Box, and Cards Patti features.

Education

• University of Warwick

  Master of Science (MSc), Behavioral and Economic Science

  2014 — 2016

• Delhi University

  Bachelor of Applied Science (B.A.Sc.), Psychology

  2011 — 2014

Skills

• Microsoft Word
• Leadership
• Project Management
• Management
• Powerpoint
• Microsoft Excel
• Social Media
• Customer Service
• Microsoft Office
• Public Speaking
• Research
• Camtasia