Itrat Batool

Dr. Itrat Batool is a Research Fellow (Academic Level B) in the School of Engineering at RMIT University, where she investigates bushfire evacuation behaviour using advanced statistical analytical and experimental research techniques. Her work spans univariate and multivariate analysis, discrete choice modelling, and behavioural experimentation to understand how individuals make decisions.

She holds a PhD in Consumer Behaviour and Product Design from the Australian National University (ANU), where she conducted extensive statistical and experimental research examining complex behavioural relationships. Her doctoral work applied ANOVA, moderation and mediation analysis, and advanced regression modelling to uncover perceptual and decision-making mechanisms. Her research has been published in leading journals, including the Journal of Business Research (ABDC A; Impact Factor 9.8).

Before joining RMIT, Dr. Batool worked as a Senior Researcher at a UK-based consultancy, where she led large-scale quantitative research projects and applied robust statistical models—including multinomial regression—to understand consumer decision-making in service contexts. She has also served as a Sessional Academic at ANU’s Research School of Management, teaching and supporting research in marketing, consumer behaviour, and statistical methods.

Earlier in her career, she worked as a User Experience (UX) Researcher at Wesfarmers OneDigital, examining how visual and interface design shape consumer engagement in digital retail environments. In this role, she applied experimental and statistical techniques—such as odds ratios, between-subjects experiments, and discrete choice modelling—to understand subscriber preferences within the OnePass shopping subscription program.

Dr. Batool is also the winner of the Three Minute Thesis (3MT) competition hosted by ANU’s College of Business and Economics, recognising her ability to communicate complex research clearly, engagingly, and with real-world impact.