Professional Portfolio
My portfolio is compiled of work from internships and classes.
I have a vast variety of experience ranging in market research, brand strategy, and secondary research.
Brand Strategy Report
The Task:
Analyze the Fitbit brand and its competitors in the market place and create a brand strategy report to assess their current position in the market. I used qualitative and quantitative research methods in order to come to my recommendations for the brand and these findings later supported my creative brief.
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Research Methods:
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Individual in-depth interviews
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Survey
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Secondary Research
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My Findings:
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Fitbit is truly the only wearable brand in the market that focuses solely on fitness without distractions.
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The modern mom invalidates their fitness efforts due to having to juggle their family, work, and personal lives.
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Wearables are a way for the modern mom to see their hard work paying off, even if they didn't get a chance to hit the gym.
Creative Brief
The Task:
For my final internship project at Brownstein Group, I was tasked with writing and presenting a creative brief for a private school ​in the Philadelphia suburbs. For this specific client, I conducted a variety of research from primary and secondary methods in order to develop a fully-fledged out brief that could be used as a document to lead marketing developments.
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The name of the school has been renamed
Internship Tasks:
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Secondary research
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Survey building
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Survey analysis
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Survey coding
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Qualitative research analysis
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Insight development
Competitive Analysis
The Task:
Research and analyze the top companies that dominate the online payment industry. Our B2B client is looking to strengthen their brand and with this information, the Strategy and Client Services team were able to use our research in their presentation. This project was assigned by my supervisor at Brownstein Group and I worked on this analysis with the Client Services intern.
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Competitors:
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FIS
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Black Knight
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Ventanex
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Adyen
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Mastercard
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PayPal
Ethnography Study
The Task:
Conduct an ethnography study on skin care and makeup routines. My task was to craft ethnography guides to provide structure for my research and go and watch 3 individuals' skin care routines to find meaningful insights that could be useful for skin care and cosmetic brands
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Research Methods:
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In-home observation
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Virtual observation via Zoom
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Video journal
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My Findings:
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My respondent's felt better about themselves when they dedicated 10-20 minutes on their skin routine
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They all discovered new products to test and trial from social media and YouTubers
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Each respondent felt most comfortable when following their habitual routine to ensure they don't miss any steps
Focus Group Study
The Task:
Work with two other students to conduct a focus group on the topic of fast food. The goal of this research is to uncover how effective fast food ads resonate and push college students ages 20-22 to go make a purchase.
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Research Methods:
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Personification method
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Word association
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Draw a picture
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Our Findings:
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College students value convenience over health
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Respondents enjoyed brand consistency in campaigns
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Respondent's are hesitant to try out mobile-ordering because they think it takes as much time as it does to just order yourself in-person
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Thirsty Thoughts
The Task:
Strategize unique methods of reaching Thirsty Thoughts' target audience comprised of event planners, managers, and corporate professionals. This target audience is most likely to generate leads for Thirsty Thoughts.
Thirsty Thoughts is a company that creates tech-led drinks robots. Their mind-control beer pouring robot, Homer and their gesture controlled champagne pouring robot, Matilda, are guaranteed to be a show stopper at any corporate event, party, or trade show.
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Methods:
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Create blogs that would be of interest for event managers and promote them via Pinterest
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Plan and execute launch party to introduce the team's newest robot: Matilda, a gesture-controlled champagne pouring robot
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Highlights of Internship:
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Meeting amazing colleagues who I still talk to every day
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Experiencing English work culture​
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Getting to say I rode the tube to work every day
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