MUMBAI: The global research firm Synovate has roped in Shravani Sen to lead its qualitative research team in North and East India. She will be based out of New Delhi.

Sen's initial task at Synovate will be to handle and launch Synovate qualitative solutions in the areas of concept ideation, shopper behaviour, motivation and segmentation.

Sen moves from TNS Dubai, where she was responsible for key account management and expanding research to new markets including Iran.

Sen comes with vast experience having worked across FMCG, finance, automotive, media, among others; in the areas of ethnographic observations, consumer safaris and syndicated research.

Her earlier stints were with IMRB, erstwhile MARG and HTA; a consolidated work experience of 10 years. Sen is a management graduate from IISWBM, Calcutta University, states an official release.