Vanshika Gandhi
I decode how people decide
A marketing professional who leads with consumer insight. I run the research myself, 1,300+ people interviewed, then turn the patterns into positioning, brand and the campaigns that make people move.
I translate how people decide into how brands act.
My edge is the translation step: turning a behavioural observation into a marketing move a brand can make. Four roles across quick commerce, retail, rural energy and consulting have each turned on it.
Field-tested consumer insight, a strategist's structure, and a marketer's instinct for the story that makes people move.
Selected
Work
2024 · 2026
↓ HOVER & OPEN EACH CASE
01The Post-Purchase Pause
Named the moment a stretch of frictionless ordering breaks, and showed how the brand that speaks into the pause keeps the customer.
02Adoption Is an Ecosystem
Field research across 5 blocks proved electric-cooking adoption runs on trust and the SHG network, not affordability alone.
03Parents Buy Reassurance
Audited 7,000+ listings and found a 34-point trust gap between Mothercare's online promise and its store shelves, then closed it.
04Listening to 1,300+ Women
A month across three districts and 20+ focus groups with SHGs. Not data collection, an exercise in listening, and in comfort with ambiguity.
05Scaling Battery Storage
A decision-driven report for a BSE-listed manufacturer: revenue architecture, not cost, decides bankability. Stacking turns a 25-year payback into an 11.8% IRR.
06The Waste Is a Market
A floral-upcycling venture built on one thesis: India's 8M tonnes of annual flower waste is an opportunity the market just needs a story for.
How I Think
Three principles run through every project, from a store floor in a mall to a self-help group's home in rural Bihar.
Observe first, conclude later.
The useful insight is rarely the first one. It emerges from patterns across conversations, not from the opening hypothesis.
Behaviour lives in its ecosystem.
A decision is never made in isolation. The SHG network, the neighbour, the packaging on the shelf, context is the insight.
Insight without action is noise.
Understanding people only matters when it connects to something a business can do. The loop has to close.
“Consumers don't reject convenience, they build temporary rules around it. The brand that speaks into that window keeps them.”
Capabilities
Qualitative interviews · thematic coding · ethnographic field research · focus groups · SPSS
Positioning · GTM design · omnichannel integration · startup growth
E-commerce optimisation · digital scaling · event production · creative direction · Canva · Figma
Segmentation modelling · scaling strategy · case writing · Excel · PowerPoint
Google Ads
Recently certified and hands-on: Search & Display campaign structure, keyword and audience targeting, ad copywriting, and reading the funnel from impression to conversion to optimise spend.
Every layer is a decision: who sees it, who clicks, who converts. Same behaviour question, measured in real time.
Where the
instinct
comes from
I grew up moving cities often, my father's job was transferable. Constantly being the new person built adaptability, sharp observation, and an early fascination with social psychology.
Model United Nations, from age 12
Became Head Delegate and won Best School Delegation at 5 conferences, my first experience representing a cause bigger than myself.
Sustainability, since 13
Quit non-vegetarian food and bursting crackers after learning their environmental impact, a commitment long before it became a trend, and the seed of a venture.
Adaptability, listening, and a conviction that context explains behaviour, the same instincts I bring to brands.
Campus & Leadership
ON STAGE & BEHIND IT
Led digital campaigns for 3 startups, +250% combined reach.
Led a 5-member team on live industry briefs & the centre's digital presence.
30+ cases, used by 150+ students, built under tight deadlines.