Market Research & Analysis
During my internship at Daxue Consulting, I worked as a Market Research Assistant, where I conducted market research by gleaning secondary and primary data as well as participated in strategy development of research design. Throughout multiple self-leading and group project, I conducted social media listening across major platforms including TikTok, Instagram, YouTube, Reddit, and Pinterest to identify emerging trends and consumer behavior in the beauty, cosmetics, as well as foods and beverages sectors.
✨ Experience Highlights
Daxue Consulting
Daxue Consulting is a China-focused market research and strategy consulting firm that specializes in helping international brands understand and navigate the complexities of the Chinese market. With expertise spanning industries such as beauty, retail, and food & beverage, Daxue Consulting provides tailored insights and strategies to support successful market entry and growth.
Time & Place
🌎 California, USA
📆 Mar 2023 – July 2023
Projects
• Conduct social media listening for international firms in the beauty and cosmetics sector across TikTok, YouTube, IG, and Facebook to identify emerging trends, pain points, and territories sizing;
• Strategize COTY Inc.’s market entrance to domestic and Chinese markets by analyzing cultural and discursive differences on beauty and skincare trends
• Carry out consulting projects, write market insights and reports, including the US’s Milk Tea Industry Report.
A Case Study 📚
As I look back on my internship experience, I’m reminded of the valuable insights I gained while conducting a deep dive into the rapidly expanding US bubble tea market. This experience not only allowed me to apply my research and strategy skills but also provided me with a clearer understanding of how niche markets evolve. Witnessing the bubble tea industry’s projected growth to over $2.2 billion by 2030, I developed a deeper appreciation for how millennial and Gen Z consumers are shaping the market with their demand for personalization and unique experiences.
💡 What I Discovered:
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Bubble tea’s rise in popularity is fueled by its customizable nature and Instagrammable aesthetic, making it a hit with younger demographics.
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My research also uncovered the increasing demand for health-conscious options, such as sugar-free and vegan-friendly choices, which are reshaping product offerings.
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I’ve analyzed how brands are succeeding through regional expansions, strategic partnerships, and savvy social media marketing, areas where I’ve helped businesses develop tailored strategies.
🔍 My hands-on experience in market research and consulting has allowed me to provide insights that help brands tap into evolving consumer preferences, identify growth opportunities, and implement strategies that lead to sustainable success. Whether through internships or personal projects, I’ve honed my ability to craft approaches that align with both emerging trends and long-term objectives.