A six-step walkthrough of a market research project, measuring the impact of a fictional TV advertising campaign. It covers the full process, from research design and data collection to insights that support decision makers.

An MSc thesis on what drives shoppers to explore mobile commerce apps, and whether it brings them back. Using a survey of 250 shoppers and PLS-SEM, it models how useful, enjoyable and social features build immersion and drive two kinds of exploration, showing product teams where to focus: discovery, personalization and navigation.

An analysis of 9,994 retail transactions over four years, identifying what drives sales and profit. The results are presented in an interactive Tableau dashboard with recommendations to improve sales strategy and margins.