"Marketing without data is like driving with your eyes closed."

Studying market trends, consumer behavior, and competitor actions is a cornerstone of any effective marketing strategy. It fuels creativity and innovation, ensuring campaigns resonate with the right audience. By understanding consumer needs, we can optimize resources, strengthen customer connections, and anticipate market shifts—allowing us to seize opportunities and stay ahead in a fast-moving landscape.

Below are qualitative and quantitative research studies I independently conducted as part of a strategic engagement process. These insights explore audience motivations and decision-making barriers, helping to shape data-driven marketing strategies.

Market Research Projects

  • Research Presentation: Decoding the Youth Boom Economy

    This presentation explores the influence of millennials entering the workforce and their spending habits on family, housing, and disposable income on the economy. It also predicts trends for the upcoming Gen Z generation as they enter the workforce. This report discusses how engagement strategies can be unified and where tactics differ based on demographic preferences.

    Review Presentation

  • Research Study: Perceptions, Qualities and Behaviors Influencing Short-term Consumer Borrowing

    This study provides credit unions with a psychological and dimensional approach to engaging payday borrowers and how they compare against those in similar income brackets utilizing credit unions for short-term loans. Immediate needs are similar, as both groups need assistance to cover monthly and unexpected bills.

    Review Study

  • Publication: COVID-Impact Research Report

    This study highlights financial service relief efforts during the early stages of the COVID-19 pandemic. As a result of this effort, a national working group of financial service institutions was formed, and research methodology was duplicated across multiple states to aid COVID-19 remediation efforts.

    Read Report

  • Research Study: Consumer Awareness Report

    A qualitative and quantitative, state-wide survey was conducted in Michigan to gauge familiarity with and consideration of credit unions and reactions to campaign messaging. This study represents the fifth year of research, allowing us to keep a constant pulse on the strengths and weaknesses of consumer opinions and personal motivations.

    Read the Report