# Market research & insights · experience and example brief

Richie Lin · Experience and work samples

I combine customer and stakeholder data with secondary research to understand markets, audiences, and product choices. I make the evidence and the next research question explicit.

## Relevant experience

### Market assessment

Combined regional child care research with 2,857 stakeholder records to recommend a two market pilot.

Working principle: Compare potential markets against the same criteria.

Case: https://richielin.com/pages/nyuc

### Customer segmentation

Compared five K means configurations using category spending shares and analyzed concentration across 440 customer records.

Working principle: Purchasing mix describes what customers buy. Spending level describes how much.

Case: https://richielin.com/pages/customer-segmentation

### Competitive intelligence

Monitored competitors and summarized design trends through rug market reports, moodboards, and a presentation.

Working principle: A research report needs a source, an observation, and a question for discussion.

Case: https://richielin.com/pages/wayfair

## Illustrative brief · proposed approach

Which customer segment should a team investigate for a new offer?

Inputs: A documented customer dataset, category definitions, relevant market sources, and the business objective.

1. Profile the data’s coverage and summarize differences in needs or purchasing behavior.
2. Develop a segment hypothesis using observed patterns and relevant external context.
3. Recommend a focused follow up study or pilot to test the assumption before committing resources.

Proposed deliverable: A segment profile with source notes, limitations, and a next research brief.

Evaluation: Check segment stability and document what evidence would support or challenge the recommendation.

## Related methods and exercises

- Customer purchasing mix memo (Public data analysis · Portfolio companion): https://richielin.com/pages/samples/customer-insight-memo
- Product messaging brief (Illustrative sample · Fictional product): https://richielin.com/pages/samples/messaging-brief

## Context

These projects use secondary research and quantitative analysis. The customer dataset is historical public data.

The proposed brief is a planning exercise. Each linked method includes its data or assumptions.

Role titles: Market Research Intern · Market Research Analyst Intern · Consumer Insights Intern · Customer Insights Intern

Contact: richielin02@gmail.com
Online: https://richielin.com/pages/roles/market-research