About
With a Master’s in Market Research & Consumer Behavior from IE Business School and a Bachelor’s in Economics & Statistics from the University of Toronto, I currently serve as a Senior Market Research Analyst at NielsenIQ. My expertise lies in consumer behavior, consulting, and qualitative research. At NielsenIQ, I leverage advanced analytics and proprietary data tools to deliver impactful recommendations for leading CPG brands, driving measurable improvements in market share and brand perception.
Beyond my core role, I am deeply passionate about understanding cultural and fashion trends and how they shape consumer choices. I’ve led independent projects exploring topics such as K-Beauty’s rise, the global success of Australian DTC fashion labels, and how data-driven insights can guide brand positioning in competitive lifestyle categories. These projects reflect my curiosity for uncovering shifts in consumer behavior and connecting market research to broader cultural narratives.
My recent work focuses on empowering clients with data-driven strategies to optimize product positioning and brand relevance. By collaborating with cross-functional teams and stakeholders, I aim to foster innovation and create actionable insights that align with organizational goals. Passionate about solving complex challenges, I bring a consultative approach to decision-making while contributing diverse perspectives to drive sustainable growth.
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Reports
The Rise of Vintage: When ‘Pre-Owned’ Becomes the Premium Choice
The Rise of Frictionless Gambling Culture
Microtrend Momentum: Winning Demand At Culture Speed
Immersion as Strategy: Rise of the Experience-First Economy
Sense & Sensibility: The Collapse of Canadian Retail Icons
For Seoul to Sephora: The Rise of K-Beauty in North America
Are Labubus the New Recession Indicators?
Experience
2022 — Now
Senior Market Research Analyst at NielsenIQ
Toronto, ON
- Directed end-to-end custom research projects (survey design, focus groups, positioning studies, exit surveys) for global clients, influencing product launches and marketing strategies across CPG categories
- Spearheaded advanced analytics & modeling (TURF, MaxDiff, Crosstab modeling) leveraging Nielsen’s POS and consumer panel data to deliver 3% market share growth and 15% brand perception lift for key clients.
- Presented research insights to senior leadership teams, driving global strategy alignment across product, marketing, and innovation functions.
- Led international market entry analyses, demonstrating brand value across North American global retailers, supporting investment and positioning decisions.
- Trained cross-functional teams on NielsenIQ platforms, improving data literacy and strategic adoption across client organizations.
2018 — 2021
Sales & Trading Analyst at Toronto Stock Exchange (TMX Group)
Toronto, ON
- Conducted regulatory and market data analysis for global trading clients (Jane Street, Two Sigma, Hudson River Trading), influencing policy and preventing multimillion-dollar losses.
- Partnered with senior stakeholders across banks, insurance, and trading firms to design data-driven onboarding and compliance frameworks that streamlined client adoption.
- Collaborated cross-functionally with Bloomberg, Thomson Reuters, and internal technology teams to enhance data quality, reporting accuracy, and product development.
2018 — 2018
Consumer Marketing Analyst Intern at PayPal
Toronto, ON
- Designed and executed cost-benefit analysis of SEO strategies, reallocating resources to high-performing channels, achieving 18% conversion lift and $110K annual savings.
- Supported new market entry strategies in the Canadian airline and music industries, expanding PayPal’s operational reach.
Education
2021 — 2022
MSc Market Research & Consumer Behavior
IE Business School, Madrid
2014 — 2018
BSc Economics & Statistics
University of Toronto
Sumran Rafiz 