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In Conversation with Isobar’s Adil Waqar

Isobar's associate director, research and strategy shares his secret super power and how his job is uniquely creative

In Conversation with Isobar’s Adil Waqar

Our latest employee spotlight shines a light on our Isobar Marketing Intelligence practice through Associate Director, Adil Waqar. Join us as we get the inside scoop on Isobar’s research capabilities and Adil's unique career path that has led to an impressive 13+ years with dentsu. 


Q> How would you explain your job to a small child? 

Adil> I do surveys with customers to understand their business problems. Based on the results, I develop a plan for my clients to address their customers’ needs.  


Q> What is your secret superpower? 

Adil> Memory like an elephant and hawk-eye (I can quickly spot any errors/typos on a given data-based slide). 


Q> How is your job uniquely creative? 

Adil> I tell stories for my clients based on the power of first-hand survey data obtained directly from consumers. 


Q> What was your dream job when you were younger? 

Adil> To become a doctor in the footsteps of my father and my two elder siblings.  


Q> Tell us about your career path.

Adil> I started my career in educational research for a non-profit organisation, then pursued post-graduate studies in business and marketing which helped me pivot into marketing research and consulting engagements for Fortune 500 companies for the past 13+ years at Dentsu. 


Q> One thing that makes you happy? 

Adil> The sound of running water in a stream/river. 


Q> Tell us about your favourite project you’ve worked on and why? 

Adil> I did a multi-dimensional segmentation for one of the top grocery chains in New England by leveraging three different data sources: primary research (surveys), customer transactional data (from client's database), and media habits information (3rd party aggregate data) which helped me paint a 360-degree view of the client's target segment.


Q> What TV show are you currently binging? 

Adil> My wife and I are currently binge watching Virgin River on Netflix. 


Q> What is something on your bucket list?  

Adil> Road trip with the family to Grand Canyon and Yosemite National Park 


Q> What is something that inspires you? 

Adil> I draw inspiration from Imran Khan – the former world cup winning Pakistan cricket captain and now current Prime Minister of Pakistan. 


Q> What’s the best compliment you’ve ever received? 

Adil> “Your parents raised you well.” 


Q> What advice would you give to your younger self? 

Adil> Persevere and always learn from your mistakes. 

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