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Niha Azam is a seasoned research professional with extensive experience in market research and analysis. Currently serving as a Research Manager at MarketCast since October 2021, Niha leads analysis and report writing while translating research findings into actionable recommendations. The role involves utilizing qualitative insights to enhance the understanding of quantitative data and moderating qualitative interviews and focus groups. Previously, Niha held the position of Senior Analyst, expanding industry expertise across B2B, technology, media/entertainment, finance, and lifestyle brands, while managing timelines and logistics for global qualitative research studies in over 15 countries. Earlier roles included Project Director at Lieberman, Inc., overseeing market research in various sectors, as well as positions as Junior Project Director and Qualitative Research Intern. Niha's educational background includes a Bachelor’s degree in Psychology from Hunter College.