Vardan S. Kirakosyan

About Vardan S. Kirakosyan

I lead the Research department at MFour, overseeing everything from study design to insight delivery. My focus is on building a research function that operates with precision, speed, and strategic value.With 20+ years in market research and strategy, I’ve helped evolve the discipline beyond just asking questions. Today, I focus on connecting what consumers say with what they do. That means combining perceptions with behavioral signals across movement, purchase, and consumption to reveal what really drives decisions.I partner across sales, product, and data teams to ensure our insights support business outcomes. Internally, I focus on quality, consistency, and process excellence across hundreds of client engagements per year.I’m most interested in pushing research forward. That means blending methods, scaling what works, and helping teams move faster from data to decision.

Experience

1. Senior Vice President, Research & Strategy

   Mfour Data Research

   Jan 2022 — Present · Los Angeles, CA, US

   I lead the Research department at MFour, managing delivery of full-service research for top brands across retail, CPG, entertainment, and financial services. I oversee a cross-functional team executing over 200 studies a year and hold responsibility for a $15–20 million portfolio tied directly to research execution and strategic support.My team partners with Sales, Product, and Data Science to turn complex business questions into research frameworks that produce clear, actionable insights. I’ve built models that integrate survey-based perception data with large-scale behavioral signals like movement, purchase, and consumption. These frameworks drive faster, more accurate decision-making for our clients.I also lead how AI and automation are adopted within the research org — from analysis to insight delivery — to accelerate timelines while maintaining rigor.As executive lead on research strategy, proposal development, and client insight delivery, I ensure that every project aligns with client goals and delivers measurable business value.

Skills

• Market Research
• Brand Equity
• Powerpoint
• Microsoft Excel
• Leadership
• Management
• Mobile Design
• Analytical Skills
• Consumer Behaviour
• Quantitative Research
• Python
• Marketing Research
• Survey Methodology
• Online Research
• Spss
• Survey Research
• Strategy
• Analytics
• Competitive Intelligence
• Marketing Strategy
• Tableau
• Project Management
• Ethnography
• Customer Insight
• Social Media
• Primary Research
• Data Analysis
• Market Intelligence
• Advertising Research
• Qualitative Research
• Focus Groups
• Product Development
• Questionnaire Design
• Mobile Research
• Data Collection
• Segmentation
• Survey Design