About Khatanalytics
Built from the client side of the table.
Khatanalytics was built on more than 20 years leading insights and analytics inside and alongside major brands. That experience taught me that consequential business questions rarely arrive as perfectly framed research briefs.
What leaders need is someone who can understand the business goal, determine what really needs to be understood, bring the right intelligence to the question and translate the answer into clear commercial direction.
That is the role Khatanalytics was created to play.
The pressures behind your decisions
Senior commercial leaders, particularly CMOs, are being asked to do a lot: build the brand while delivering sales, keep pace with changing consumers and categories, make harder choices with constrained resources, and give retailers compelling reasons to keep backing your brand.
The challenge is rarely a lack of data. It is determining what matters most, what needs to be understood and where limited attention and investment will have the greatest commercial value.
Meet our Founder
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Uzma Khatana Rauf
CEO & Founder
Uzma is an accomplished business insights, analytics & strategy executive with diverse industry experience:
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Samsung Electronics - VP Consumer, Shopper & Market Insights & Analytics
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Unilever - Head of Information Management, Strategic Pricing Analytics and Shopper Insights
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Nielsen - VP Nielsen Custom Analytics & led Client Service team for Kraft Snacks
Why that experience matters
Across Samsung, Unilever and Nielsen, Uzma has worked across senior leadership, Insights, Marketing, Sales, Product, Category Management, Finance and Supply Chain, as well as with retail customers – seeing first-hand what different functions need from intelligence and what it takes for insights to actually influence a business decision.
That experience shapes every Khatanalytics engagement. Clients do not need to arrive with a perfectly framed research brief. Uzma can help frame the question, determine what intelligence is really required and carry the work through to strategic interpretation and commercial application.
Personally led. Specialist depth where needed.
Every Khatanalytics engagement is personally led by Uzma – from framing the business question through interpreting the evidence and developing strategic recommendations.
Senior specialist partners are added where useful, giving clients the depth an assignment requires without coordinating multiple vendors or handing the strategic thinking off to a junior team.
Less burden on your team.
We start with what your organization already knows and add only the research or analysis the decision requires. With senior leadership throughout, you spend less time briefing multiple partners, integrating separate workstreams and translating findings into strategy.
Deep Expertise in
Consumer & Shopper Journeys
Understand what shapes needs, choice, experience and loyalty across the full journey.
Loyalty Loop:
When Consumers are "Triggered" to shop, they don't go through the full shopping journey, but immediately "decide" and buy the brand they trust and want
Brands that achieve this level of loyalty gain sales faster, for longer, and with higher ROI.
Khatanalytics' Consumer Experience Journey Learning Framework
identifies the critical touchpoints across your full journey that you must win to ultimately grow your loyalty loop.
Consumer and shopper behavior does not follow a neat linear funnel. Needs, discovery, shopping, purchase, use, experience and advocacy interact – and the moments that matter change by consumer, category and context.
Khatanalytics brings deep expertise across the full Consumer & Shopper Journey, helping brands understand what shapes needs, choice, experience and loyalty – and where attention and investment can make the greatest difference.
What Our Clients Say:
"Uzma (Khatanalytics' Founder) is an outstanding leader and expert in gathering meaningful insights that drive critical business decisions and strategies.
She is an excellent collaborator and thoughtful planning partner.
Her knowledge of contemporary research techniques and their appropriate application is current and second to none.
She is an excellent presenter and very effective engaging with senior executives at large customers."
Samsung Electronics*,
GM & SVP Home Appliances
"Partnering with Uzma was a highly valuable experience and partnership.
She is highly analytical, strategic, and collaborative; understanding research methodologies, business needs and how to connect the dots on the data to pull together compelling insights and recommendations.
She also listens to the needs of the business and team and identifies the right and agile learning approaches to meet the needs most efficiently, effectively, and thoroughly.
Uzma is also a great partner who is positive, action-oriented, solutions-oriented and thoughtful. It’s been wonderful partnering with her."
Kenvue,
Senior Director, Omni Shopper and Category Excellence
"Uzma helped redesign our Strategy, Structure and Ways of Working for new commercially focused Data Analytics and Insights Teams.
Her super-powers include deep listening and synthesizing large amounts of disparate and complex data into clearly articulated summaries.
Uzma's excellent work has made a lasting and very positive impact across our Teams and therefore, am providing the highest of recommendations."
Church & Dwight,
Chief Commercial Officer
"Uzma and her expert team guided us on the best research approach for understanding Consumers' perspective in a new market. They then delivered "mind-blowing" new insights that re-directed our strategy!
In addition to research and analytical services, she brings strong business consultancy from her executive experiences, helping us clarify our "goals", "problems to solve" and "decisions to make" which translate research findings into tangible actions."
Samsung Electronics, SmartThings Strategy Lead
“The Voice of Customer project Khatanalytics delivered to the (B2B) Commercial Sales team is more than just data points and reporting.
Rather the VOC has become a new foundation for how we engage channel partners and end customers with more targeted products and solutions, delivered in a style most relevant to them.
Versed with VOC information, the sales team can better articulate items like workflow, usage occasions and unmet needs; elements which are essential to uncover and solve for with the customer, and move them faster to the buying decision stage.”
Senior Director Sales - Major Accounts Commercial Sales, B2B
“Working with Uzma [on Costco defense & strategy sell in project] was an absolute pleasure. She brought a rare combination of deep strategic insight, collaborative partnership, and speed to action that truly elevated our understanding of the consumer and customer.
Uzma adapted seamlessly as our needs evolved, delivering thoughtful, data-driven insights with exceptional flexibility and professionalism. Her work not only answered our key questions but unlocked new opportunities for growth”
Mars - Tasty Bite -
Head of Marketing
"Khatanalytics provided our organization with tremendous value in a [Business Planning] project.
She took time to really understand our needs and how they were and were not being met.
She developed a framework to organize our information and guide planning...then defined a process and structure for ...continuous learning to identify new insights for our growth strategies.
Uzma's new ideas and actionable recommendations have elevated our intelligence gathering and output."
Church & Dwight,
VP Marketing - Specialty Hair & Skin Care
"...What stood out most about working with Uzma was her ability to bridge our team's goals and learning gaps into a cohesive learning plan that could be executed in a very smart and efficient way, even within an accelerated timeline.
She skillfully packaged the most impactful learnings from the extensive research and shared them with our leadership, ensuring key insights were communicated effectively.
Additionally, Uzma is a wizard with datasets and creates beautiful charts that are both informative and visually appealing.
Overall, I highly recommend Uzma Rauf for anyone in need of expert research and analytical services. Her strategic thinking, dedication to quality work, and ability to deliver impactful insights make her an outstanding choice."
Kenvue,
Senior Manager, Category & Shopper Insights
"Uzma and her team are best in class. With her diverse business experiences, she is a quick study, and wastes no time - jumping right in to help solve issues.
She has been instrumental in tackling challenging and complex business questions, applying her strategic leadership and creativity to help come up with solutions and implementing into action."
Nielsen* Client, Post Foods -
VP Consumer & Market Insights
"Uzma partnered with Unilever's Sales leaders to design detailed learning roadmaps that supported sales goals and provided a robust pipeline of insights to advantage the UL team with retailers.
The resulting insights gained recognition by Customers that UL shared actionable thought leadership and enhanced Joint Business Plans."
Unilever*,
Senior Director Consumer & Customer Insights
*Work Uzma, founder of Khatanalytics, did while working at the Company