Nirupama leads the Qualitative research and Innovation practice globally. She set up the qualitative offer and thus expanded the GMR practice which hitherto focused on quantitative work. She has led multi-country projects and programs, led several innovation and ideation workshops, and has developed exclusive tools and techniques

Nirupama has 33 years of experience spanning ideation, insight development, cultural understanding, concept, communication and product research, and NPD among others. She has extensive experience across the FMCG, consumer durables, technology, and service sectors. She specializes in facilitation for ideation and has co-developed behavior change protocols.

Prior to Brandscapes, Nirupama has worked in AC Nielsen, Research International, TNS, and Lowe. She has worked in the computer education sector across leading companies. She has an MBA degree from the Indian Institute of Management, Bangalore, and a Master’s in Mass Communication and Journalism from Osmania University. She has received training in facilitation, ideation and problem-solving.

Nirupama is an avid reader and writer. She speaks several languages and has training in classical music. She loves to travel, chats of the face to face and virtual sort. She is a people and trend watcher. Her latest interest is to pick up millennial lingo from her two daughters.