Introduction
My name is Saud Tufail, and I hail from Pakistan—a land where tradition gracefully intertwines with modern innovation. My journey into the world of business began long before I earned my first degree. Born into a family deeply rooted in entrepreneurship, I was raised in an environment where exports, trading, and strategic discussions were not just topics at the dinner table but the very fabric of our lives.
My grandfather, an entrepreneur, built a business in Scotland, gaining invaluable global exposure before bringing his acumen back to Pakistan. Here, he laid the foundation for a legacy that my father carried forward with determination. Growing up, I was immersed in this legacy, attending meetings and observing negotiations as early as grades 7 and 8. These experiences were more than just a glimpse into the business world—they were my first lessons in strategy, analytics, and the transformative power of informed decisions.
The spark that was kindled during my childhood became a flame during my undergraduate studies at Institute of Business Administration (IBA) Karachi, Pakistan. A market research class proved to be a defining moment. It was here that I first grasped how insightful, data-driven research could shape and revolutionize business outcomes. This realization didn’t just influence my career—it became the compass guiding it.
Over the past 14 years, I’ve had the privilege of contributing to and learning from some of the world’s most renowned organizations, including Coca-Cola, Shell, and PepsiCo. With a solid academic foundation—a bachelor’s and master’s degree in business from Institute of Business Administration (IBA) Karachi, Pakistan—I’ve consistently championed the power of research-driven strategies. My work has been dedicated to uncovering the stories hidden in data and turning them into actionable insights that drive measurable success.
Today, as I navigate new frontiers in my professional journey, I remain fueled by that same passion for analytics and research that began in my childhood. For me, business isn’t just about numbers; it’s about the stories those numbers tell and the impact they create.
Market Research Fellow
career options
Explore diverse roles that combine analytical skills with strategic thinking to drive success in the market
Market Research Fellow
skills
What are the main hard skills you use on a daily basis in your current job?
Mastery of tools like Excel, SPSS, and Tableau to analyze and visualize data effectively. Developed through hands-on projects and real-world problem-solving.
Crafting surveys to extract meaningful insights, a skill refined through years of practice and learning.
Leveraging statistical models and historical data to predict future market dynamics, aiding strategic decision-making.
Data analysis skills are crucial in biotechnology and biomedical engineering, allowing for interpreting and extracting insights from complex datasets. Proficiency in statistical analysis, knowledge of data analysis techniques, and familiarity with software and statistical packages commonly used in these fields are essential for effective data analysis.
Managing research projects from start to finish, ensuring timely delivery of actionable results.
What are the main soft skills you use on a daily basis in your current job?
Critical thinking was a skill I honed in university, where tackling market research assignments and analyzing case studies required objective evaluation. This foundation became crucial in my current role, where I evaluate global trade data and client requirements to uncover actionable insights. Whether it’s forecasting demand or optimizing operations, critical thinking is at the core of every decision I make.
My ability to adapt was tested early when I transitioned from academia to the workforce. Navigating my first corporate role taught me how to thrive in unpredictable environments. In my current role, adaptability is indispensable, helping me adjust to fluctuating market dynamics and ever-changing client demands with ease and resilience.
Collaboration became a focus during my time in FMCG, where working with teams across departments was essential for achieving shared objectives. It is just as critical now, as I coordinate with suppliers, logistics teams, and clients to ensure smooth operations. Each collaboration reinforces the importance of teamwork in driving success.
Empathy grew from my experiences observing customer interactions during university business projects, where we had to truly understand customer pain points to propose viable solutions. In my current role, this skill allows me to understand clients' challenges and tailor strategies that meet their unique needs, building lasting professional relationships.
Problem-solving became second nature during my university years, where I was often faced with ambiguous and complex assignments. This skill came in handy when I navigated my transition to the export industry, learning new markets and regulations on the go. Today, it helps me address challenges—whether they’re logistical bottlenecks or operational inefficiencies—with practical, innovative solutions.
Saud
’s personal path
Tell us about your personal journey in
Market Research Fellow
:
Securing a job in my field wasn’t a smooth journey. The road was long and filled with rejections, but each setback taught me valuable lessons in persistence and adaptability. After completing my studies, I was eager to dive into the business world and apply the knowledge I had acquired. I began applying to a wide range of companies, from multinational corporations to smaller startups, but the responses were discouraging. Despite the countless applications, the rejections kept rolling in, and I started to doubt myself.
However, I kept going. I tailored my resume, researched each company in depth, and crafted personalized cover letters. The interviews were challenging, with a mix of technical assessments and behavioral questions, but each experience provided me with a clearer understanding of what companies were looking for. There were moments of frustration, but I realized that each rejection wasn’t a reflection of my capabilities—it was part of the process.
Finally, after many months of applying and interviewing, I received an offer from Coca-Cola. That moment felt like a major milestone—one that validated all the hard work and perseverance. It was the beginning of a career that would eventually lead me to work with other global giants like Shell and PepsiCo.
Even then, the process of securing each role wasn’t without its challenges. The interview processes were demanding, and I had to demonstrate not only my skills but also my ability to align with the company’s culture and values. Each step was a test of resilience, preparation, and continuous learning.
Looking back, I realize that the journey to my current position wasn’t linear. It was full of ups and downs, but each step—whether successful or not—was a critical part of my growth. To anyone navigating the job market, I’d say: don’t get discouraged by the rejections. With perseverance, the right opportunity will eventually come.
What would you tell your younger you regarding building your current career?
If I could give advice to my younger self, I’d tell him to embrace the journey, even when things aren’t perfectly clear. Success doesn’t happen overnight, and it’s okay to not have everything figured out right away. Focus on learning, growing, and staying open to new opportunities, even if they don’t seem perfect at first. Struggles are part of the process—they build strength and resilience. Every challenge is an opportunity to grow and improve. Keep pushing forward, stay curious, and trust that each step, no matter how uncertain, brings you closer to where you’re meant to be.
Final thoughts & tips
As you step into the world of market research, know that success isn’t about having all the answers right away—it’s about staying curious, embracing the process, and learning from every experience. The road ahead may have its challenges, but each one is an opportunity to sharpen your skills and broaden your perspective. Don’t be afraid to take risks and try new approaches; innovation is key in this field. Surround yourself with people who inspire you, and never underestimate the power of a fresh insight. With passion, persistence, and an open mind, you’ll not only navigate the journey but also shape the future of market research. The possibilities are vast—embrace them!
Resources to dig in more
Insights Association
The Insights Association is a leading trade organization for market research and data analytics professionals in the U.S. It offers a wealth of resources, including industry research, webinars, training opportunities, and access to a community of professionals to help students and early-career professionals succeed in the industry.
GreenBook
GreenBook is a key resource for market research professionals in the U.S. It provides industry news, job listings, and articles on the latest trends and methodologies in market research. It also offers tools and services for professionals looking to enhance their research practices.
American Marketing Association (AMA)
The AMA is a leading U.S.-based organization that connects marketing and market research professionals. It offers extensive resources, including articles, webinars, certifications, and networking opportunities. It's an excellent platform for students to stay informed and connected to the industry.
U.S. Bureau of Labor Statistics - Market Research Analysts
The U.S. Bureau of Labor Statistics offers in-depth information on the job outlook, salary expectations, and educational requirements for market research analysts. It’s a valuable resource for students seeking to understand the career path and future prospects in market research in the U.S.
