Qualitative Research Project - Consumer Behavior

For this project, I worked with a team to conduct a hands-on qualitative study on the effectiveness of beauty influencer marketing while earning my CITI Social/Behavioral Research certification. We designed and carried out interviews with 15 college students, then used thematic analysis to evaluate the responses and uncover key insights. From our findings, we developed strategic recommendations to help brands strengthen their influencer marketing and better resonate with consumers. We compiled our process and results into a comprehensive research paper. This experience strengthened my skills in writing effective interview questions, analyzing qualitative data for marketing implications, and ethically handling research involving human subjects.