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.
Sumran Rafiz 