market research tools by CrisologaLapuz


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									                            MARKET RESEARCH MANAGEMENT PROFILE
 Accomplished and highly analytical professional with track record of success supporting diverse business needs
                                    through effective research and analysis.
Contribute to strategic business planning by identifying key market factors impacting sales and profitability.
Collaborate with management and client to develop research proposals targeted to company objectives. Conduct
diverse studies and analyze results to make recommendations for business developments. Identify demographic
factors and forecast relevant trends and revenue impact. Proficient in wide range of statistical techniques and tools.
Core Competencies:
           Statistical / Economic Analysis                    Data Compilation & Validation
           Market / Industry Research                         Economic & Market Trends
           Research Planning / Proposals                      Strategic Planning Support
           Customer / Demographic Research                    Feasibility Studies & Recommendations
           Sales & Revenue Monitoring                         Forecasting & Projections

UNITED STATIONERS SUPPLY COMPANY (through Aquent) – Deerfield, Illinois
Associate Brand Manager – Furniture Department (2007 to Present)
Contracted to monitor key performance indicators to include profit margins, variance, and quantity demanded of a
private label furniture brand, developing reports and recommendations to drive long-range revenue growth. Gather
and compile competitor consumer pricing and dealer costs for comparable brands, assessing brand strength and
guiding marketing strategy and estimate margins. Leverage Gross Margin Return on Inventory (GMROI) model to
assess profitability of furniture categories. Selected Contribution:
    ♦        Partner quarterly with Global Sourcing Team to monitor foreign exchange exposure impact on imports
             and pricing, leveraging Census Bureau import data.

Manager, Market Research and Analytics (2005 to 2007)
Conducted market analysis to support program objectives, including 20 product and market research studies,
analytics, and list management initiatives. Oversaw customer surveys, focus groups, and product testing to
evaluate program success of future health and safety training programs. Researched competitor to evaluate market
share, pricing, and relevant trends. Coordinated with Executive Directors to develop research proposals..
Contributed to meetings for strategic planning and product development decisions. Collaborated with Marketing
teams to select target markets and coordinate promotions with organization objectives. Analyzed data using SPSS
to identify customer segments and select target markets; assessed purchase patterns and demographics along
with business intelligence from major data providers. Managed data profiling, segmentation, model and scoring
using customer data sets in SQL database. Maintained data quality control procedures. Selected Contributions:
    ♦        Established all stages of market research process, to include developing partner specifications,
             selecting suppler, designing and executing methodology and preparing analysis and presentation.
    ♦        Appended NAICS codes to database to accurately assess industry growth rates / penetration based
             upon available market share, utilizing Dun and Bradstreet’s Market Place software.
    ♦        Leveraged Bureau of Labor injury statistics to assess trends in workplace injuries thereby identifying
             safety / health training program opportunities.
    ♦        Provided key contributions to development of custom tracking tool, including selecting vendor and
             managing development process to meet budget and timeline requirements.

ABN AMRO – Chicago, Illinois
Project Manager, Personal Financial Services (2003 to 2005)

                                       SANDRA BROBBEY                     Page 2

Compiled sales revenue data to evaluate product performance and ROI. Communicated with Division and Branch
Managers to develop marketing strategies. Provided strategic recommendations to ensure new account growth.
Analyzed customer and demographic data utilizing ACNielsen / Claritas census tract data modules;; evaluated data
from surveys, focus groups and Mystery Shoppers to determine benchmarks. Participated in strategic planning and
selection of Market Research Vendors. Coordinated with Database Administrators. Selected Contributions:
    ♦          Contributed to development of new ROI tracking software, including testing and application training;
               ensured continued data quality control by developing data validation procedure.

Market Research Analyst / Team Lead (2002 to 2003)
Conducted feasibility studies for residential developers to evaluate potential profitability of development projects.
Collaborated with clients to design study proposals based on client market plans. Managed regression analysis to
predict pricing impact. Monitored relevant competitor information. Determined viability of residential projects by
analyzing relevant demographic factors. Evaluated residential success in areas by measuring permit growth.
Analyzed residential demand using proprietary model. Selected Contributions:
    ♦          Ensured client profitability and ability to obtain financing; effectively supported long-term planning by
               compiling competitor sales, pricing, and product data used in generating demand / sales forecasts.

ERNST AND YOUNG, LLP – Chicago, Illinois
Associate / Team Lead, National Tax and Consulting (2001 to 2002)
Analyzed long-term care facilities and pharmacies to evaluate Work Opportunity Tax Credit eligibility. Conducted
surveys and monitored product usage. Reviewed client tax documents to evaluate accuracy and compliance.
Researched WOTC and communicated with state coordinators to maintain updated knowledge of changes and
developments in program. Prepared reports on client payroll and eligibility information. Selected Contributions:
    ♦          Ensured maximized eligibility opportunity for clients by identifying potential areas to increase
    ♦          Maintained flawless record of timely submission of tax documents to IRS.

SEARS MARKETING CENTER – Jacksonville, Florida
Analyst (1998 to 2000)
Oversaw and analyzed predictive dialer system; assessed revenue and product mix statistics and wrote sales
reports. Reduced product inventory by evaluating daily inventory. identified key customer segments and trends.
Developed daily revenue forecasts and recommended methods to increase revenue. Selected Contribution:
    ♦          Assisted in monthly sales increase from $1M to $2M and department ranking as most improved in
               nation through effective recommendations.
        *** Additional Analysis experience with University of North Florida and Jacksonville Transit Authority. ***

                                EDUCATION AND PROFESSIONAL DEVELOPMENT
    Master of Arts in International Studies, Economic Policy minor ♦ DEPAUL UNIVERSITY – Chicago, IL
Bachelor of Arts in Economics, International Studies minor ♦ UNIVERSITY OF NORTH FLORIDA – Jacksonville, FL
                        Crystal Reporting Training ♦ Leadership in Action Training Program
             Market Research Certificate and Advanced Market Research Certificate ♦ DePaul University
  Affiliations: Current Member, National Association of Business Economists (NABE)~ Inductee, Omicron Delta
            Epsilon (Economics Honor Society) ~ Current Member, Chicago Council Of Foreign Relations
   Statistical Techniques: Regression, Cluster Analysis, Conjoint Analysis, Decision Tree, Correlations, Cross
                      Tabulations, Hypothesis Testing, SPSS & SQL Scripting, Data Mining
 Software Proficiency: KnowledgeSEEKER, SNAP, CHECKBOX, MP Target, Marketplace, Demographics Now,
                             Microsoft Project Management, Crystal Reports 9

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