¹û¶³´«Ã½

Divya Vishwanathan

MA International Relations, 2019

Came to study at ¹û¶³´«Ã½ from:

India

Strangest interview question:

"If animals could talk, which species would be the rudest?" I answered: "Humans."

First job:

Intern at a chartered accountant firm.

Advice for current students:

Drink lots of water. Do push-ups every morning. Hustle hard. Channel your creativity. Talk to your family and friends. Be grateful. Believe in yourself. Love yourself. And move forward. You can look back (in anger) later and choose your regrets, if any. But until then, move with purpose.

Marketing Analytics Graduate Student, California State University Long Beach (Former Marketing & Communications Professional)

Describe your current role and what attracted you to it.

I’m completing an MSc in Marketing Analytics at California State University, Long Beach, after more than six years of experience spanning marketing communications, brand strategy, media, and nonprofit marketing.

What attracted me to marketing analytics was a growing fascination with consumer behaviour and the psychology behind decision-making. Throughout my career, I found myself asking questions such as: How do cultural, social, and personal identities influence consumption behaviour? Can organisations predict consumer needs before consumers themselves can articulate them? How do consumers form perceptions of authenticity, credibility, and trustworthiness with brands?

Pursuing marketing analytics has given me the opportunity to explore these questions through data, behavioural insights, and evidence-based decision-making. It allows me to combine my long-standing interest in human behaviour with the analytical tools needed to better understand and predict consumer actions.

What’s your favourite part of your role?

My favourite part is uncovering the "why" behind consumers' decisions and understanding how brands can create products, services, and experiences that genuinely resonate with their audiences. Whether that’s analysing engagement patterns, audience preferences, or campaign performance, I enjoy exploring the motivations, emotions, and behavioural factors that influence decision-making.

What fascinates me most is how subtle shifts in messaging, positioning, or customer experience can alter perceptions, influence choices, and ultimately drive meaningful behavioural change. The intersection of psychology, data, and strategy is what makes marketing such a compelling field for me.

What are the key skills you learnt at ¹û¶³´«Ã½ that have helped you with your career to date?

¹û¶³´«Ã½ gave me far more than an academic qualification; it shaped me both personally and professionally.

The person I am today is, in many ways, a product of the confidence, resilience, and sense of purpose I developed during my time at ¹û¶³´«Ã½. Living and studying in a diverse, global environment challenged me to step outside my comfort zone, embrace new perspectives, and navigate life's many uncertainties with greater self-belief.

My degree taught me to think critically and deeply analyse broader social, political, and cultural contexts; skills that have since become invaluable in understanding audiences, stakeholders, and consumer behaviour. It encouraged me to look beyond surface-level observations and ask deeper questions about what drives people, institutions, and societies.

¹û¶³´«Ã½'s global community also strengthened my communication skills, cultural intelligence, and ability to approach problems from multiple perspectives. These experiences continue to influence how I engage with people, interpret consumer insights, and approach decision-making in my professional life.

Did you have a specific career path in mind when you chose to study at ¹û¶³´«Ã½?

I did! I wanted to continue being a journalist or a podcaster, but on my return to India, I became an accidental marketing professional, and, that was probably the best thing that happened to me.

Looking back, many of my subsequent roles, from journalism and radio to marketing communications and brand strategy, were connected by a common interest: being consumer centric. Whether it was understanding audiences, building communities, or creating meaningful experiences, I was always interested in what drives people, their influences and decisions.

My current focus on consumer behaviour and marketing analytics feels like a natural evolution of that interest.

What top tips do you have for ¹û¶³´«Ã½ graduates who would like to work in your sector?

Remain curious about people, regardless of the profession you choose.

One of the greatest lessons ¹û¶³´«Ã½ taught me was to look beyond my own perspective and understand the diversity in experiences, cultures, and motivations that shape the world around us – a lesson that reinforced my belief that being consumer-centric, or simply people-centric, is invaluable in any profession because understanding what drives people is ultimately what creates meaningful impact.

¹û¶³´«Ã½ has so much to offer, do not forget to make the most of every opportunity while you study there, because the ¹û¶³´«Ã½ experience stays with you, shaping you and surprising you as you learn to live a full life.

Finally, never forget where you started. It's easy to focus on the next milestone, but taking time to reflect on your journey helps you appreciate how far you've come, the lessons you've learned, and the people who helped you along the way.