NAILBITER Announces New CEO and Expansion Plans

In the US, video-based quant MR platform NAILBITER has promoted co-founder Amishi Takalkar to Chief Executive Officer, replacing Amit Dhand who is moving to the position of EVP of Client Services. The firm is also expanding its headcount and geographical presence.

Founded in 2014, NAILBITER's platform delivers insights to measure CPG brand and marketing performance. This includes uncovering latent price and size decision making along with category choice drivers and decision structures, and revealing hidden barriers to brand and product success. The platform is also used for packaging issues analysis, new product launch tracking, and for at-home product evaluation.

During the next six months, the company will double its employee base and add new senior staff to its client services team; while expanding its headquarters in Reston, VA and opening new offices in the New York and Chicago Metro areas. Takalkar (pictured), who is the architect of the company's data product, will lead the company after a career which has included senior insights roles at Frito-Lay, MTV India and concept testing and forecasting software specialist Affinnova. She replaces co-founder Dhand, who has led the company since launch, and will now focus on recruiting, building and training a Business Development and Client Services team.

Takalkar says the platform's output has allowed the firm 'to uncover an entirely new set of metrics to measure brand and marketing performance'. She adds: 'These new 'videometrics' will enhance or replace traditional metrics such as sales, brand awareness and perception, brand penetration, and purchase interest'.

Web site: www.nail-biter.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.