Didem Demirel Kutlu
Consumer & Market Insights Senior
Kocaeli
Summary
Strategic Consumer & Market Insights Senior with 15+ years across Turkey, EMEA, MEA, and CIS. Specialized in quantitative & qualitative research, UX/CX, market intelligence, and insight-driven business strategy. Proven success leading research teams, managing multi-country programs, and delivering actionable insights for product and marketing strategies.
Overview
26
26
years of professional experience
3
3
Certifications
Work History
Head of Research
letgo
Istanbul, Istanbul
01.2020 - Current
- Translate business objectives into actionable research strategies.
- Lead all primary/secondary qualitative & quantitative research projects.
- Manage UX/CX initiatives and coordinate with external partners.
- Implement new technology for faster, deeper insights.
- Conduct internal trainings to boost insight adoption across teams.
- Conduct adhoc surveys with SurveyMonkey and UX research with Maze.
Head of Consumer & Market Intelligence (T – MEA – CIS)
BSH Ev Aletleri Sanayi ve Ticaret A.Ş
Istanbul, Istanbul
05.2016 - 09.2020
- Lead all consumer insights & market intelligence activities across 89 countries.
- Regional UX Champion, leading multi-country UX research programs.
- Built and managed UX Lab & Design Thinking Studio.
- Delivered strategic insights to Product, Growth, and Marketing teams.
- Mentored and scaled the regional insights team.
Associate Director, Market Research
TNS Turkey
Istanbul, Istanbul
04.2008 - 05.2016
- Led insights for BAT, Coca Cola, Unilever, Danone, P&G, Nestle.
- Conversion Model Champion and TRIM methodology expert
- Directed shopper, retail, ad evaluation and strategic research programs.
- Delivered insights for major international financial clients including HSBC, Citibank, AXA, Zurich.
Research Executive
Nielsen Company
Istanbul, Istanbul
01.2007 - 01.2008
Marketing Executive
Direct21 Direct Marketing Services
01.2006 - 01.2007
HR System Development Assistant Supervisor
Finansbank A.Ş.
01.2004 - 01.2006
Research Specialist
ProCon GFK Business Information Services
01.2001 - 01.2004
Corporate Communications Assistant
New Balance Athletic Shoe, INC.
01.2000 - 01.2001
Education
Master of Arts - Integrated Marketing Communications
Emerson College
BostonBachelor of Arts - Sociology
Boğaziçi University
High School Diploma -
Koç School
Skills
- Quant/Qual Research
- Market Intelligence
- Segmentation
- Brand Tracking
- Consumer Behavior Analysis
- Shopper & Retail Research
- UX Research
- Usability Testing
Certification
Google UX Design Certificate (2024)
Timeline
Head of Research
letgo
01.2020 - Current
Head of Consumer & Market Intelligence (T – MEA – CIS)
BSH Ev Aletleri Sanayi ve Ticaret A.Ş
05.2016 - 09.2020
Associate Director, Market Research
TNS Turkey
04.2008 - 05.2016
Research Executive
Nielsen Company
01.2007 - 01.2008
Marketing Executive
Direct21 Direct Marketing Services
01.2006 - 01.2007
HR System Development Assistant Supervisor
Finansbank A.Ş.
01.2004 - 01.2006
Research Specialist
ProCon GFK Business Information Services
01.2001 - 01.2004
Corporate Communications Assistant
New Balance Athletic Shoe, INC.
01.2000 - 01.2001
Master of Arts - Integrated Marketing Communications
Emerson College
Bachelor of Arts - Sociology
Boğaziçi University
High School Diploma -
Koç School