Paola Price
Verified Expert in Marketing
Market Research Expert
Los Angeles, CA, United States
Toptal member since January 21, 2025
Paola is a mixed-methods researcher with extensive experience leading research from beginning to end to provide actionable deliverables in consumer and market research, user experience, and product design and development. She has worked with brands like Mattel and ThinkNow using methodologies such as surveys, focus groups, IDIs, concept, ad testing, usability, functionality testing, segmentation, brand equity, user journey mapping, and field studies. Paola will be a great addition to any team.
Project Highlights
Expertise
- Consumer Research
- Focus Groups
- In-depth Interviews
- Market Research
- Qualitative Research
- Quantitative Research
- Surveys
- User Experience (UX)
Work Experience
Global Consumer Insights and Market Research Analyst
Mattel
- Managed and restructured the company's product testing program by expanding its testing capacity to 50% while designing a new process for post-testing product collection and analysis and speeding up the reporting timeline by five days.
- Led all research and vendor management of a brand's portfolio, including consumer and market research studies, to identify core audiences, track trends, and brand health, and create benchmarks for brand awareness and purchase intent.
- Conducted ad hoc research in design exploration, ad campaigns, film viewership, character preference, and collectors' nostalgia for cross-functional teams of brands, including Hot Wheels, Barbie, Jurassic World, and Disney.
- Partnered with the team in China to support the development of a new testing program.
- Chaired the philanthropy division of an employee resource group to assist children in need.
Market Research Analyst Intern
ThinkNow
- Analyzed data in SPSS and Excel to contribute to brand campaigns, creative testing, and consumer-centered reports for leading brands such as Target, Kellogg's, and Honda.
- Contributed to syndicated research by searching for consumption patterns across and between cultural groups, including non-Hispanic whites, Hispanics, African-Americans, and Asian-Americans.
- Assisted senior leaders in designing and implementing surveys, focus groups, and online discussion boards in English and Spanish.
Organizational Insights Research Consultant
HairClub
- Designed and conducted surveys and in-depth interviews among directors, managers, and supervisors to assess growth optimization in performance management and review practices.
- Cross-analyzed the effectiveness of key performance indicators between managers and their employees to identify gaps in the system and explored the criteria set for consequences and termination after unmet KPIs.
- Reported actionable deliverables, including recommendations to the CEO and key stakeholders.
Consumer Insights Research Consultant
Aon
- Designed, conducted, and analyzed large-scale research to understand how employees and consumers perceived their health insurance carriers and plans and what they valued most.
- Investigated key drivers for satisfaction with insurance carriers to identify opportunities for improvement within each carrier and create a growth plan.
- Delivered actionable insights on which insurance carriers are most appealing for future employment packages.
Research and Education Assistant
Cypress College
- Collected and analyzed UX data to understand students' satisfaction with LRC's services and discover growth opportunities.
- Customized learning plans to improve academic performance in the subjects of psychological statistics and research methods.
- Tutored quantitative and qualitative research methodologies, including the computation of descriptive and inferential statistics in SPSS and Excel and the design of focus groups and IDI tools.
Research Education Intern
Cypress College
- Educated, guided, and supported student teams during the development and implementation of their research projects.
- Supervised the use of statistical analyses and computations, including advanced analytics and multivariate analysis, and data visualization in SPSS, SYSTAT, and Excel.
- Prepared students to present their quantitative and qualitative research at UCLA's CC2PhD Community College Research Conference.
Project History
Toygetherness Consumer Exploration
https://medinap8.wixsite.com/paola-price/portfolioSpearheaded research for a cross-cultural team to assess the design, usability, functionality, and marketing of a new line of products for children with different physical and cognitive abilities.
Toygetherness is a partnership between two major global forces to produce a new line of products for famous brands such as Hot Wheels, Jurassic World, and Masters of the Universe within the toy industry.
Multicultural Vehicle Ownership Report
https://medinap8.wixsite.com/paola-price/portfolioCreated a syndicated report to showcase insights about the auto industry with a deep dive in cultural differences.
I collected and analyzed market research data on vehicle purchase intent, purchase dynamics, awareness, and usage of technology-driven products in the auto/transportation category among Hispanics, non-Hispanic whites, African-Americans, and Asian-Americans.
In-home Testing Timeline
https://medinap8.wixsite.com/paola-price/portfolioHeaded the restructure and management of Mattel's in-home product testing program after it was dismantled during COVID-19.
With a team of three professionals, I designed a new product testing and collection timeline to re-launch the program, expand its testing capacity by 50%, and accelerate its reporting timeline by five days.
Education
Master's Degree in Consumer Psychology
University of Southern California (USC) - Los Angeles, California, USA
Bachelor's Degree in Cognitive Science
University of California, Irvine (UCI) - Irvine, California, USA
Undergraduate Coursework in Cognitive Science
University of California, Los Angeles (UCLA) - Los Angeles, California, USA
Skills
Core
Market Research & Analysis, Online Marketing, Digital Marketing
Other
Microsoft, Microsoft Excel, SPSS, Qualtrics, Consumer Research, Data Analysis, Psychological Statistics, R&D, Data Visualization, Research, Quantitative Research, Quantitative Analysis, Qualitative Research, Qualitative Analysis, Data Reporting, Design Research, Surveys, Focus Groups, Survey Design, Survey Programming, Teaching, Consumer Insights, Project Design, Data Collection, Program Management, Tableau, Google Sheets, Market Research, User Experience (UX), Neuromarketing, Trend Tracking, Project Management, Product Testing, Functional Testing, In-depth Interviews, Online Journals, Executive Presentations, Client Presentations, Multicultural Marketing, Usability Testing, Functionality Testing, Business Partnerships, Big Data, Syndicated Report, Ethnic Background Analysis, Global Insurance Research, Performance Management, Review Practices
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