Our Expert

Sanjay Pal


Once upon a time, there was a curious man named Sanjay. From a young age, he never stopped seeking answers. The thirst for knowledge led him to live in three different countries over two decades, shaping him into a leading consumer insights and analytics expert. Serving clients across APAC with impactful insights, Sanjay’s expertise in brand-marketing and stakeholder management made him a favourite among leading companies in the BFSI, F&B, and Telecommunications sectors. After being on the leadership team at two big data-driven/market research companies, Sanjay set up Decrypt in 2021, where he remains committed to building long-term relationships with local and multinational companies in emerging markets and shaping them as market leaders.

As a higher-end analytics practitioner and neuroscience enthusiast, he uses superior cognitive skills to understand consumers’ expectations and transform customer experiences while decoding complex market situations, consumer household behaviour, and media consumption patterns with his signature approach. An outdoor sports enthusiast, Sanjay is at the top of his game both physically and mentally, and passionately follows Asia’s socio-political movements.


Create your best offer

Utilising a mix of conscious and unconscious decision making to help you create the best offering—from ideation to final offer

Know your shopper

Helping you understand the shopping process through stated response and observed behaviours

Retain your customer

Using trade-offs that consumers make in real life to evaluate satisfaction with different touchpoints through best-in-class platforms and tools

Optimise your inputs

Using ML to predict how marketing inputs can be optimised for better ROI