In university, I was a nerd who thoroughly enjoyed research projects. Some highlights include:
- Creating a detailed market entry strategy for global retailers using a combination of case studies, along with business strategy and marketing management principals.
- Working with youth from Columbus, Ohio’s Near East Side to create mental maps of their neighbourhood in both its current and ideal states. My team synthesised our findings using GIS software, and presented local leaders with community development recommendations.
- Using transportation geography equations and interviewing two expert (and opposing) engineering professors to examine the feasibility of wide scale Personal Rapid Transit.
- Conducting in-depth interviews with a subset of male university students to determine views on Latin American sex tourism within their demographic (looking at deeper sociological factors).
I briefly considered market research and brand strategy as a career during university, but it wasn’t until afterward that I decided to explore the field further. I’ve since gone on to complete a certificate in advertising account planning. Additionally, I’ve worked on strategic marketing projects as both an independent contractor and out of curiosity. A selection of work can be found below.
Erin Johnson Gachoki | Consumer Researcher & Brand Strategist 