Consumer Insights
In the field of consumer insights, I have led research focused on understanding how the targeted audience thinks and feels regarding a specific product or service. From evaluating how kids of different age groups and their parents feel about classical films on Disney+ to investigating what drives nostalgia among adult collectors. One of the closest projects to my heart is the Toygetherness Consumer Exploration where I discovered how some of the most popular brands such as Hot Wheels and Jurassic World can create toys that meet the needs of consumers with different physical and cognitive abilities.
Market Research
My market research experience encompasses large data sets for well known brands within the auto, beauty, food, entertainment, toy and medical insurance industries, with a multicultural lens to pinpoint differences and similarities between Hispanics, African Americans, Asians and Non-Hispanic Whites. In addition to the US market, I have tapped into the Canadian, Chinese and Latin American markets.
Product Ideation & Stylization
I have supported cross functional teams by leading research in product ideation and stylization throughout the generation, selection and development stages, and some with the agenda of targeting new and different audiences, for example, re-stylizing an action figure to target younger boys instead of brand collectors, exploring new ideas for making a Barbie easier to dress by a younger age group than its core target, or how two very different brands can mash up to create new products.
Package Testing
From logos to packaging size and materials, package testing is a whole other level from product testing. Some of my favorite experiences include packaging testing for toys with transforming capabilities since their transformations must be displayed on their packaging, toys with several features for children with different physical and cognitive abilities since their packaging must clearly show which features are for which abilities, and finally, products that require showing specific instructions on their packaging such as the Snow Color Reveal line.
I/O Psychology
My Industrial/Organizational Psychology experience includes but is not limited to performance management and review practices, employee motivation and satisfaction, team dynamics, work-life balance, hybrid work environment, talent acquisition, new employee training and more.
JOYSPOTTING
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