research PROJECTSThe strongest strategies don’t start with an idea, they start with understanding.
I’ve always been drawn to the questions behind the work: what people want, why they behave the way they do, and what those signals mean for a brand.
From surveying and interviewing consumers to analyzing competitors and market trends, I’ve built experience gathering and interpreting both quantitative and qualitative data to uncover meaningful insights.
Read up on research projects that shaped how I approach marketing: with curiosity, rigor, and a belief that the strongest strategies are built on knowing the audience first.
FEATURED PROJECT DEUTSCHE PREMIUM
Consumer & market research → Positioning strategy
Client: Deutsche Bank Spain • Context: Final Master’s consultancy work with • Duration: 4 months
The Challenge - What were we aiming to understand?
Deutsche Bank Spain was preparing to launch Deutsche Premium, a new banking service designed for affluent consumers whose needs fell between traditional retail and private banking. Our challenge was to understand this emerging audience, identify an opportunity within a crowded premium banking market, and translate those insights into a differentiated positioning and go-to-market strategy.
The Research - How did we find the answer?
SECONDARY RESEARCH
Market trends · Industry reports · Competitor analysis
QUANTITATIVE
Survey research - 90+ Spanish resoondents
QUALITATIVE
10+ in-depth interviews · 2 focus groups · Key-informant interview
The Activation - How did we recommend bringing our strategic response to life?
CONTENT
Develop La Perspectiva, a thought-leadership newsletter designed to provide relevant financial perspectives and guidance.
EXPERTISE
Recommended expert-led content and media opportunities to build credibility and demonstrate Deutsche Bank's knowledge.
RELATIONSHIPS
Developed referral and partnership opportunities designed to create more personal pathways into the brand.
PAID MEDIA
Recommended targeted Google, YouTube, and LinkedIn activity to build awareness and drive consideration among the defined audience.
The Insight - What did we learn?
Premium isn't about having more. It's about feeling understood.
Our research found that the target valued personalization, trust, relevant support, and lifestyle alignment over generic status-driven benefits. The research also revealed a gap in the existing market. Competitors communicated premium banking largely through functional benefits, exclusive perks, and status, while younger affluent consumers were looking for something more personal: a bank that understood where they were going, not simply what they had already achieved.
The Strategy - What did we apply our key insight?
RESEARCH
Target values personalization and relevance.
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INSIGHT
Premium is experienced through individualized attention, not status.
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STRATEGIC RESPONSE
“Personalization Is the New Luxury.”
From there, we developed “Exclusivamente TUYO” (“Exclusively Yours”) as the campaign expression—bringing the positioning to life through a more personalized, human, and relevant brand experience.
My Role
Contributed to primary and secondary research, audience analysis, competitive research, and development of the final positioning and go-to-market recommendation. Collaborated with a team of seven and presented the final strategy directly to Deutsche Bank Spain.
Results/Recognition
GLOBAL WEBER SHANDWICK PRIZE
Best Marketing Consulting Project
Selected as the winning team from the class following final presentations evaluated by a panel of industry professionals and led by Raquel Capellas, Managing Director of Weber Shandwick Spain.
WEBER SHANDWICK SPAIN
Selected Internship Candidate
Following our team's selection as the winning project, Weber Shandwick Spain extended two internship offers to a graduating class of 150+ students. I was selected as one of the recipients, earning the opportunity to join the agency's Madrid office.
OTHER PROJECTS
The Sustainable CEO
Honors Theis • Consumer Behavior & CEO Branding
THE QUESTION
How does CEO gender influence consumer perceptions of corporate sustainability initiatives?
THE RESEARCH
Designed a 2×2 survey experiment with 260 U.S. participants, creating and distributing the study through Qualtrics and Prolific Academic, then analyzing the results quantitatively.
THE FINDING
CEO gender alone did not significantly shape perceptions of CSR initiatives, credibility, or corporate trust. The research instead highlighted the relationship between perceived initiative credibility and corporate trust.
OUTPUT
100-page Honors Thesis · Rollins College, 2024
Media Messages in the 2022 Midterms
Sudent-Faculty Research • Political Communication
THE QUESTION
How do social media content, political affiliation, and attitudes toward racial justice and gender equity influence how Florida voters evaluate political candidates?
THE RESEARCH
Surveyed 589 Florida residents using a pretest-posttest experiment. Participants were exposed to different types of social media campaign content featuring Val Demings and Marco Rubio, then evaluated the candidates before and after exposure.
THE FINDING
Candidate evaluations varied based on social media content type, political affiliation, and participants’ social justice attitudes, with the effects of social media content also differing across partisan groups.
OUTPUT & RECOGNITION
2023 Association for Education in Journalism & Mass Comm Conference · Washington, D.C.
4th Place Faculty Paper Award · Political Communication Division
Published as Florida’s 2022 Senate Race: Social Media, Social Justice, and Partisanship and included in Media Messages in the 2022 Midterm Election
The Real Cancel Culture
Paid Student Research • Algorithmic Bias & Social Media
THE QUESTION
How do racial identity, user attitudes, content preferences, and algorithms shape experiences on social media?
THE RESEARCH
Contributed to a multi-study research project examining racial bias and content exposure across social platforms, combining surveys, experiments, and quantitative content analysis to investigate the relationship between users and algorithmic systems.
THE FINDING
The research demonstrated how user preferences and platform recommendation systems can interact to shape the content people encounter, with implications for how social media environments reinforce patterns of exposure.
OUTPUT
Presented at the Florida Communication Association Conference · 2022
Rollins College Global Diversity Symposium · 2023
Published in Florida Communication Journal and Howard Journal of Communications
