Turning Visits Into Variety

Consumer segmentation is only as powerful as the questions you ask—and the actions it enables.


As part of my graduate studies in Marketing Research and Analytics, I led and executed a full behavioral segmentation initiative for a frozen dessert brand seeking to expand customer engagement beyond its core shaved ice products. I developed the survey instrument, conducted field research, and analyzed customer motivations, visit patterns, and product preferences to uncover high-impact strategic opportunities.


In addition to leading the research, I performed cluster analysis to identify distinct behavioral segments, mapped motivational drivers, and translated key findings into actionable business recommendations supported by visual storytelling.


Included below are a few of the slides from the project’s executive summary, designed to communicate research-backed opportunities for product bundling, loyalty strategy, and message targeting. Together, these insights reflect the kind of end-to-end research leadership I bring to organizations looking to turn consumer understanding into brand growth.

Presentation slide titled 'Turning Visits into Variety' with Texas Tech logo and teal decorative banner.
Presentation slide with coral text reading 'It Started with a Strategic Objective' and teal design elements.
Retail store training materials and documents displayed on a blue-green background with open notebook and papers on table.
Retro styled text reading 'Meet Your Core Customers' on a light beige background with teal wavy design element.
A marketing graph showing business growth opportunities with a mobile phone displaying app analytics data.
Marketing demographics slide showing age distribution data and silhouettes of people at sunset.
Business analytics slide showing female audience demographics with a photo of two people wearing sunglasses outdoors.
Teal presentation slide showing a trend analysis with coral accent colors and an embedded collage of lifestyle photos.
A presentation slide showing a business graph with turquoise and coral bars next to an image of someone speaking at a podium.
A modern design banner showing text 'The Visit Vibe' with 'Frequency, Timing, and Social Context' subtitle in coral and teal.
A bar graph showing infrequent visits and big opportunity with smoothie drinks in pink and coral colors against a teal background.
A bar chart titled 'Timing Matters' showing different colored columns comparing timing-related metrics with beige background.
A bar chart showing most visits are not solo trips, with accompanying text about opportunities and challenges colored in turquoise.
Teal and coral text graphic displaying 'The Real Reasons Your Customers Visit' against a light background.
A color palette bar chart showing statistics with turquoise and coral tones on a textured beige background.
Simple graphic design showing text 'ORDER UP Preferences and Motivators' on a peach and mint green background.
A bar chart showing declining ice sales but rising smoothie sales, with retro-style design elements and pastel colors.
Marketing analytics chart showing customer visit trends and promotional offer example in coral and teal tones.
A teal and coral colored text design showing 'FROM DATA TO PERSONAS' with a curved line element above.
An infographic showing three connected puzzle pieces labeled as Customer-Driven, Mid-Centric Standards, and Explorers & Experimenters.
A teal-colored business infographic showing customer journey mapping with three connected sections and white text overlays.
A stylized design banner with teal wavy line and coral text reading 'WHERE IT GETS INTERESTING' on beige background.
Bar graph showing data comparison of opportunities across small families and big habits with colored bars against beige background.
Text reading 'Final Recommendations' in coral red against mint green and off-white background design.
A minimalist illustration of a curved road path with milestone markers on a turquoise background showing business insights.
Turquoise presentation slide showing insights and action points with bullet points on a textured background.