Portfolio

Market Research


Brand Expansion Case Study
Role: Conducted market research as part of a four member team, also responsible for creative development and design, copy writing and proofing.
Objective:This case study explores components of brand building through a hypothetical marketing campaign for New Belgium Brewery. This study relies on publicly available information and independent market research conducted without consultation from the New Belgium Brewery Company, and does not reflect the company’s point of view. It is available here for demonstration purposes only.
The study explores methods of driving sales of a product that already has a large market share. Includes laddering interviews, market demographic surveys, an IMC strategy model, brand analysis, consumer analysis, CDP process analysis.
Categories: Market research, copy writing, editing, brand expansion campaign, publication design.
Results: Brand expansion strategic vision, brand expansion message design and development based on authoritative information.

Read More


marketing framework

Impulse Buying: Behavior and Statistics Study
Role: Conducted market research as part of a four member team, also responsible for creative development and design, copy writing and proofing.
Objective: Explore market research as it pertains to impulse buying. Includes a priori questionnaire, picture metaphor interviews (ZMET),consumer segmentation comparisons.
Categories:Market research, copy writing, editing, publication design.
Results: Implications and recommendations for retailers based on authoritative information.


View Presentation


Market Opportunity Analysis Case Study
Role: Conducted market research as part of a four member team, also responsible for creative development and design, copy writing and presentation.
Objective:This case study explores components of market opportunity analysis. This study relies on publicly available information and independent market research conducted without consultation from the Godiva Company, and does not reflect the company’s point of view. It is available here for demonstration purposes only.
The study explores methods of market strategy analysis.

Categories: Market research, copy writing, editing, market strategy, point of differentiation, market opportunity analysis.
Results: Brand expansion strategic vision, brand expansion message design and development based on authoritative information.

View presentaton

View Slideshow


Integrated Marketing Communications (IMC) Implementation Model

As IMC's develop, they progress through levels. Every new addition to the campaign begins close to the center of the model and progresses outward through the levels. The space between each concentric circle represents an opportunity for the company to review the existing campaign and carry out marketing research before proceeding to the next level.
Role: Developed model

Click to Enlarge