Misti Paul
About Misti Paul
Misti Paul serves as the Analytics Director and Head of Analytics for YouGov in the UK and EMEA, and is the Founder and Managing Director of Advanced Analytics Statistical Consulting. With over 15 years of experience in analytics, she leads a team of data scientists and has contributed to significant projects across various sectors.
Current Role at YouGov
Misti Paul serves as the Analytics Director and Head of Analytics for the UK and EMEA regions at YouGov. She has held this position since 2021, contributing to the company's analytics capabilities. In her role, she leads a team of Data Scientists and Senior Data Scientists, focusing on the integration of analytics with YouGov's bespoke products, BrandIndex and Profiles. Misti's leadership emphasizes the development of innovative methodologies and the application of analytics to enhance research outcomes.
Experience at Advanced Analytics Statistical Consulting
Misti Paul is the Founder and Managing Director of Advanced Analytics Statistical Consulting, a position she has held since 2009. Based in London, United Kingdom, she has built the consultancy over 15 years, providing analytics services across various sectors. Her expertise includes integrating secondary sales data with survey data to deliver comprehensive insights for multi-million dollar accounts.
Previous Roles and Contributions
Before her current roles, Misti Paul held several key positions in analytics and research. She served as an Analytics Director at Research Partnership from 2018 to 2021. Earlier in her career, she worked as a Project Leader at marketRx (now marketRx-Cognizant) from 2004 to 2007 and as a Researcher at GfK from 2002 to 2003. Misti also worked as an Economist at The Economic Times from 1998 to 1999. Her diverse experience spans multiple sectors, including public sector charities, FMCG, and fintech.
Innovative Methodologies and Studies
Misti Paul has introduced proprietary analytics methodologies, particularly in conjoint and segmentation studies, which incorporate Behavioral Economics frameworks. These methodologies have been instrumental in winning studies for her teams. Notably, she contributed to a significant study with Tesco and Cancer Research UK, which aimed to inform public policy on healthy eating and food shopping. The findings from this study are published on Cancer Research UK's website.
Leadership and Training in Analytics
In her current role, Misti Paul leads a team of Data Scientists and Senior Data Scientists across Europe and the UK. She is responsible for providing training on bespoke and new methodologies, ensuring her team is equipped with the latest analytical techniques. Her leadership extends across the EMEA and APAC regions, where she applies her expertise to various sectors, enhancing the analytical capabilities of her teams.