Research Sciences Profile:
Ash Dhupar
Vice President, Research Sciences

NPD Vice President, Research Sciences, Ash Dhupar, says earning clients’ trust in our methodologies is his top priority. NPD clients responded favorably to our annual Client Survey with high marks for satisfaction related to the strength of our research methodology.

“My objective is to ensure the data we publish is based on sound research methods, so that it reflects the marketplace accurately. I wear two hats at NPD: I am responsible for developing and maintaining several of our data quality protocols, and I manage the research function for our Home, Consumer Technology and Technology Distribution Channel industry sectors,” Ash said.

With his NPD Research Sciences colleagues, Ash develops protocols to enhance data quality for all NPD industries. His commitment to data quality and his expertise create training opportunities for NPD clients and staff. “It’s important to me that those who use NPD data, whether an NPD analyst or a top executive at a client company, understand the foundation methodologies we use to produce accurate and reliable data,” he said.

Although his knowledge extends across the consumer packaged goods (CPG) and non-CPG research spectrum, “from simple crosstabs to complex conjoint analysis,” he said, he is “fortunate to learn something new in this field every day.”

Ash’s 16 years in syndicated and custom research have resulted in a rich professional background. He started two research companies, grew them to nearly 100 employees each and successfully sold them. His résumé also includes time with research company NFO, and he has held roles in which he was responsible for account management for top brands such as Coca-Cola, BMW, GE, Braun and Shell.

Ash holds a B.S. in Statistics, an MBA in Marketing and a Bachelor of Law degree.