Enjoy Kids US Consumer Research & Strategy Project
I led an end-to-end consumer insights project for Enjoy Kids, a children’s apparel retailer, combining primary research with advanced statistical analysis to uncover how parents shop, what drives brand trust, and where the customer experience breaks down. Using survey data, I conducted descriptive, difference, correlation, and regression analyses to translate raw consumer behavior into clear strategic opportunities, ranging from website UX improvements and brand storytelling to social media growth and expanded audience targeting beyond first-time moms. My team presented these findings in a final executive presentation and was selected as the top student during the class Q&A portion, recognized for my ability to clearly defend insights, connect data to strategy, and communicate recommendations with confidence.
Tools: SPSS, Google Forms, and Mind Mapping
Founder and CEO Joyce Zhang