Diana Tsygankova
About Diana Tsygankova
Diana Tsygankova serves as the VP of Consumer Insight at Simporter, where she leads the Consumer Insights team and focuses on data quality and performance metrics. With extensive experience in consumer research and strategy, she has held key positions at various organizations, including TBWA\Ukraine and GfK.
Current Role at Simporter
Diana Tsygankova serves as the VP of Consumer Insight at Simporter, a position she has held since 2020. In this role, she manages the Consumer Insights team, focusing on measuring key performance indicators (KPIs) and conducting performance reviews. She collaborates closely with Tech and Product teams to ensure high-quality data extraction, which is essential for informed decision-making within the organization. Her work involves integrating ad-hoc research solutions with Software as a Service (SaaS) products, enhancing the overall effectiveness of consumer insights.
Previous Experience in Strategy and Research
Prior to her current role, Diana Tsygankova held several significant positions in the field of consumer research and strategy. She worked at TBWA\Ukraine as the Director of Strategy and Consumer Research from 2015 to 2016. Following this, she served as the Director of the FMCG department at GfK from 2016 to 2020. Additionally, she was the Head of the Research Division at ARMI-Marketing, part of the MillwardBrown International network, from 2004 to 2008. In 2020, she briefly worked as the Brand Domain Lead at Insights by Kantar.
Education and Academic Background
Diana Tsygankova studied at the National Technical University of Ukraine 'Kyiv Polytechnic Institute', where she completed her education from 1995 to 2001. This six-year academic experience provided her with a strong foundation in research methodologies and analytical skills, which she has applied throughout her career in consumer insights and strategy.
Expertise in Research Methodologies
Diana Tsygankova has developed expertise in combining traditional research methods with natural language processing (NLP) techniques. At Simporter, she has focused on creating bespoke solutions that leverage these methodologies to provide actionable recommendations for clients. Her experience includes managing research processes that integrate various approaches, ensuring that insights derived from data are relevant and applicable to business strategies.