Richard Zartarian
Director, Research & Insights @People Inc.
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WORK HISTORY
Director, Research & Insights @People Inc.
Lead 50+ qualitative and quantitative research initiatives annually across the People Inc. food & beverage, travel, and luxury categories to uncover consumer motivations, behaviors, and trends to inform business strategy, grow revenue, and enhance product offerings; brands include Food & Wine, Allrecipes, Serious Eats, EatingWell, Simply Recipes, MyRecipes, Liquor.com, The Spruce Eats, Travel + Leisure, TripSavvy, Southern Living, Midwest Living, and Coastal Living • Launched and maintain two in-house research panels (food & beverage, travel) comprised of both consumers and industry professionals • Moderate IDIs and focus groups for consumer profiling and product development • Develop consumer persona segments through brand and categories studies for targeted brand positioning• Monitor food & beverage, travel, and luxury category trends and create go-to-market trends presentations integrating 1st party, primary, and secondary research data to position People Inc. as an expert in these categories• Conduct franchise favorites polls including the Travel + Leisure World’s Best Awards and the Southern Living South’s Best Awards to develop revenue generating content for seal licensing programs• Measure attendee experience satisfaction at People Inc. events including the Food & Wine Classics in Aspen and Charleston, the Travel + Leisure World\'s Best Summit, and Southern Living\'s Illumination Charleston through custom quantitative studies and on-site, in-person interviews with consumers, talent, exhibitors, and volunteers• Oversee budgets, negotiate vendor contracts, traffic legal agreements and implement sweepstakes for research incentives• Attend client-facing meetings to present consumer insights and category trends• Supervise a team of research analysts including managing the hiring process, administering performance reviews, and assigning role responsibilities
EDUCATION
International Wine Center
Advanced Certificate In Wine & Spirits (passed with merit)
Boston University
Bachelor of Science
SKILLS
ABOUT RICHARD ZARTARIAN
Marketing research professional with 20+ years of experience in consumer insights, media…
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