Sr. Researcher, Product Insights
Lead research projects to translate complex human behaviors and identify opportunity areas to impact the multi-million to billion-dollar businesses for Target’s product design and development.
QUALITATIVE methodologies used:
In-Depth Interview (remote and in-person), In-Home User Test, Focus Group, Ethnography (online and in-person), Diary Study, Co-Creation, Social Listening, Diversity and Inclusion check, Pop-Up events, and scrappy-and-effective methods such as internal testing, prototype testing, and real moment intercepts.
QUANTITATIVE methodologies used:
Surveys via Qualtrics, Pricing study (Van Westerndorp), Attribute testing, Decision Tree, and collaborating with internal and external partner such as Numerator and Data Scientists.
Apparel & Accessories
Category level (multi-brands) :
Website franchise naming and assortment structure
Apparel fit expression - consumer mindset
Brands:
A New Day - apparel, shoes, jewelry, handbags
All In Motion - outerwear, women’s activewear
Goodfellow - denim, chinos
Ava & Viv - foundational research
Universal Thread - handbags, jewelry
More Than Magic - foundational research
Wild Fable - apparel
Auden - bras and underwear
Wondershop - family holiday pajamas artwork
Food & Beverage
Category level (multi-brands):
Meat Packaging
Juice and Smoothies
Dinner Solutions
Edible Stocking Stuffers
Electronic Kitchen Appliances Behavior
Brand:
Good & Gather - products not yet launched, pizza
Essentials & Beauty
Category Level (multi-brands):
Air care (spray, candles, fragrances, and deodorizer) - segmentation, Jobs To Be Done (consumer mindset)
Brands:
Everspring - product not yet launched
Up & Up - product not yet launched
Sonia Kashuk - brushes and organizers
New Brand - Psychographic segmentation and ‘Jobs to be Done’ to influence brand directions
Diversity and Sustainability Initiatives:
Target’s Diversity in Action - Retention Committee
Inclusive Products Research
Hispanic and Latino Heritage Month assortment
Lunar New Year assortment
Inclusive apparel and color range
Sustainability - Target.com shipping packaging
Home & Hardlines
Brands:
Mondo Llama - consumer segmentation and foundational research
Spritz - party and celebration supplies
Wondershop - lights
Heyday - wired earbuds
Made by Design - product not yet launched
Pets
Brands:
Up & Up - Cat litters packaging
Images via Target.com.