Isabella Maldonado
Welcome to my projects page! Here are some of my favorite projects from grad school where I showcase my research, strategy, analytical, and storytelling skills.
MSMI 606 · Qualitative Marketing Research
Conducted netnography and ethnographic shop-alongs to explore what drives lip gloss purchases among Gen Z females, uncovering emotional and social motivations behind product choice.
MSMI 603 · Applied Statistics in Marketing
Analyzed Airbnb listing data with my team to investigate how Wi-Fi availability and accommodation size impact ratings and revenue. Using regression analysis and hypothesis testing, we found that lower ratings in Wi-Fi listings are tied to budget properties - not Wi-Fi itself.
MSMI 602 · Experimental Design & Analysis
This is a field experiment investigating how social norms and market norms influence consumer behavior and helpfulness. This study was a controlled experimental design with three treatment conditions: monetary reward, chocolate reward, and no reward.
MSMI 607 · Storytelling with Data
Analyzed Pepsi Red Snapchat campaign performance using Tableau, creating visualizations to evaluate ad awareness, brand awareness, brand favorability, and purchase intent across demographic segments, resulting in actionable recommendations for improving campaign effectiveness.
MSMI 607 · Storytelling with Data
Developed a Tableau-based sports analytics dashboard comparing team performance in an NFL matchup. Used data visualization techniques to evaluate offensive efficiency, defensive pressure, special teams performance, and penalties, presenting insights through a cohesive infographic-style report.
MSMI 613 · Consumer Behavior
Analyzed Lemonade's digital-first insurance model and how it disrupts the traditional insurance industry through technology, AI, behavioral economics, and customer-centric innovation. Evaluated growth opportunities and recommended expanding product lines within the U.S. market before pursuing European expansion.
