Rohini Sarkar (She/Her)

User Research & Insight Specialist

A naturally curious (or nosy) individual, I have a thirst for unearthing insights about people! I tackle questions and hypotheses with a discerning and thoughtful approach. A naturally collaborative worker, I can embed myself seamlessly into Product, Research, Content & GTM (Go to Market) teams.

I offer…

  • A confident presenting style with experience in delivering insight to C-suite level stakeholders 
  • A flexible work ethic
  • A detailed & thorough approach to analysis
  • Visually impactful presentations and outputs
  • A problem solving mentality by embracing the Jobs to be Done framework in my approach to address business & user challenges.


“Rohini was instrumental in shaping the product vision of SWAP. The digital collectibles card market is rapidly changing and her expertise was invaluable in building a compelling and highly customer led product”.

Niralee Thanki
CFO/COO @ Fantastec

Rohini was an integral member of the Video on Demand leadership team. She highlighted clear opportunities to improve the user experience and also managed our reporting during periods of significant changes on the service. An absolute pleasure to work with, I would highly recommend Rohini”.

Amy Byrson
Director of Insight @ UKTV

“Rohini made an instant impact. Her prior digital research expertise proved to be a real asset as The FA launched several products as part of our digital engagement strategy.

She built strong relationships with both internal stakeholders and external providers. I wouldn’t hesitate to recommend her to anyone looking to add impact and value to business questions”. 

Ross Antrobus
Head of Behavioural Insight & Business Analytics @ The Football Association

My Approach

I use a mixed methodological approach to bring to life users and to present the current market & opportunities.

  • Brainstorm

    There is a tendency in research to evaluate only existing products in the market. However, before reviewing existing products or solutions, it is essential to take a step back and first identify the current challenges and issues users face when completing tasks, i.e. establish the jobs to be done (JTBD).

  • Explore

    Use website traffic data, social listening tools, Google trends data & wider desk research to inform on ‘what’ consumers are doing and how ‘problems’ or ‘JBTD’ are currently being served.

  • Understand

    Analyse behavioural data, conduct interviews, user tests, focus groups & ethnographic studies to provide invaluable insights into ‘why’ consumers say and think what they do. 

  • Learn

    Work closely with relevant teams to make product changes and updates to solve existing and newly identified ‘problems’ (or ‘JTBD’) and deliver value to users.

Over 10 years’ experience in analysing user behaviour in digital products across sports, gaming, retail, TV & e-commerce, I am passionate about unearthing key insights to drive change. I was a finalist for Young Researcher of the Year at the 2017 Market Research Society Awards and selected by Broadcast magazine as one of 2016 Hot Shots in the TV Business category.

In 2018 I completed my Masters in Digital Media, part sponsored by UKTV with Distinction, specialising in user centered design and interactive design methods.

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