Consumer Insights

About Kirstin

I’m a data analyst with a focus on consumer insights, driven by a curiosity to understand the story behind the numbers. I enjoy digging into data, identifying patterns, and uncovering the “why” that helps businesses make more informed decisions.

My work is grounded in both structure and exploration—balancing clean, reliable data with a thoughtful approach to analysis. I’m especially interested in how consumer behavior, market trends, and category performance intersect, and how those insights can be translated into clear, meaningful direction.

My Journey

I’m a data analyst focused on transforming consumer and sales data into actionable insights that drive business decisions.

With experience working across category-level datasets, I specialize in analyzing performance, identifying trends, and improving data structure to support accurate and reliable insights. I’ve led the organization and optimization of a spirits category, building a clean and scalable data foundation that enabled more effective analysis and reporting.

My work sits at the intersection of client insights and research. I combine structured analysis with data storytelling to uncover meaningful patterns, translate findings into clear recommendations, and support strategic decision-making. I’m particularly interested in consumer behavior, market trends, and category performance, and I enjoy turning complex data into insights that influence business strategy.

At my core, I’m driven by curiosity—I enjoy digging into data to uncover the “why” behind performance, approaching analysis like a puzzle to solve. I’m especially drawn to the storytelling aspect of analytics, where uncovering the right insights allows you to clearly communicate what’s happening, why it matters, and what to do next.

Expertise & Skills

Analytics

Data Analysis

Sales & category performance analysis
Trend identification across retail & e-commerce datasets
Transaction-level data analysis (3,000+ weekly records)
Data cleaning, structuring, and validation
SQL-based data extraction and verification

Visuals

Data Visualization

Dashboard development (Excel, Tableau, Power BI, Canva)
KPI tracking and performance reporting
Data storytelling for business insights
Building interactive and user-friendly dashboards
Translating complex data into clear visuals

Research

Research & Insights

Survey design (Qualtrics, SurveyMonkey)
Consumer behavior analysis
Product and brand research
Data interpretation and insight generation
Identifying patterns and underlying drivers

Strategy

Business Insights

Translating data into actionable recommendations
Category and product performance evaluation
Supporting decision-making through insights
Identifying growth opportunities and trends
Aligning analysis with business objectives

Approach & Values

My approach to analytics is grounded in curiosity, structure, and a focus on real-world impact. Through my work with CPG retail and e-commerce data, I’ve developed a strong understanding of how clean, well-structured data drives accurate insights and better business decisions.

I approach each dataset like a puzzle—digging into the details to understand not just what is happening, but why. Whether analyzing category performance or conducting research, I focus on uncovering meaningful patterns and translating them into clear, actionable insights.

With a background in psychology and research, I bring a human-centered perspective to data. I’m particularly interested in consumer behavior and the factors that influence decision-making, which allows me to connect data findings to real-world outcomes.

I value clarity, accuracy, and thoughtful analysis, and I aim to communicate insights in a way that is both accessible and impactful for stakeholders.

Let's Build Actionable Strategies

Interested in turning consumer insights into a roadmap for growth? I’m always open to discussing research projects or strategic analyst roles. Connect with me to see how we can work together.