Market Research

After acquiring a Maryland-based Medicaid Managed Care Organization (MCO), CareFirst CHPMD faced a critical challenge: to revive the newly acquired plan, rebuild consumer trust, and reestablish its presence in a competitive Medicaid marketplace. To succeed, the organization needed to deeply understand what drives Medicaid members’ decisions—how they choose plans, what influences switching behavior, and which messages inspire trust and retention. I led a two-phase market resea

As social media becomes the new marketplace, influencer credibility is redefining how brands connect with the next generation of consumers. My doctoral research, The Trust Factor: What Motivates Gen Z to Buy from Influencers, examined how credibility—defined by attractiveness, trustworthiness, and expertise—influences Gen Z’s attitudes toward Instagram ads, the brands featured, and their purchase intentions. ​ Through a two-phase mixed-methods design combining survey data fro

When the COVID-19 pandemic disrupted every sector of healthcare, the American Nurses Association (ANA) faced an urgent need to support and re-engage more than 4 million nurses nationwide. The organization was challenged to position itself as the authoritative voice for nurse wellness, safety, and advocacy at a time when the workforce was overwhelmed, disengaged, and emotionally exhausted. The goal was to strengthen ANA’s national presence, increase program funding, and restor