Marketing and Advertising

Focus: Marketing Research, Brand Strategy, Customer Insights
Role: Marketing Researcher & Strategist

Problem

The brand lacked a clear understanding of in-store shopper behavior and how customers moved through the marketing funnel, making it difficult to optimize product displays and brand positioning across retail partners.

Key challenges included:

• Limited qualitative insight into real in-store customer decision-making

• Inconsistent product presentation across retail locations

• A need for data-backed recommendations to support retail partners

• Difficulty translating customer behavior into actionable marketing strategy

Solution

I conducted in-depth qualitative research and synthesized insights into clear strategic recommendations for brand positioning and in-store marketing.

• Conducted 45+ in-store customer interviews across 3 retail locations

• Performed 20+ hours of observational research, tracking shopper behavior across 5 marketing funnel stages

• Analyzed qualitative data from 50+ customer interactions using:

  • Empathy mapping

  • Thematic analysis

• Created:

  • 3 detailed customer journey maps

  • 2 insight boards highlighting key behavioral patterns

• Translated findings into actionable recommendations for product displays and brand messaging

Result

• Generated 12 actionable insights that informed brand positioning strategy

• Delivered data-backed product display recommendations adopted by 15+ retail partners

• Improved alignment between customer behavior and in-store marketing tactics

• Provided a scalable research framework for future retail marketing initiatives