JIAOJIAO SUN / RESEARCH & INSIGHTS
Beyond the
numbers.
Consumer insights, market research and marketing analytics—connected to better decisions.
↓ Explore the workA HUMAN PERSPECTIVE ON DATA
The numbers are
where the story begins.
I connect what people need, how markets work and what campaign performance reveals. My work turns research and reporting into clearer questions, sharper recommendations and practical next steps.
01 / SELECTED WORK
Ideas into action.
A selection of research and marketing projects, from understanding consumers to measuring what connects.
Reaching the right audience ↗From Labs to Lives
Helping research stories reach the people who need to hear them.
How can research stories reach a policy audience? ↗
From sculpture to campaign ↗The Year of the Eggheads
Connecting a beloved campus icon with a broader brand experience.
What turns a campus icon into a brand experience? ↗
From persona to patterns ↗Similar audiences.
Different reasons to buy.
Exploring the motivations and everyday tensions behind consumer choices.
What matters to the person behind the segment? ↗
See the broader landscape ↗Reading the retail landscape
Making sense of competitors, channel choices and market opportunity.
Where does a retailer fit in a crowded market? ↗
Explore the research ↗Understanding a Regional Market
Looking beyond a single market view to understand local buying conditions, customer needs and channel context.
How does local context change the market picture? ↗
Explore the research ↗Mapping a Competitive Landscape
Connecting products, channels and brand communication to understand how a category is structured.
How do competing brands create a place in the market? ↗RESEARCH / RELEVANCE / REACH
What makes
people care?
Connecting research stories with the audiences they’re meant to reach.
→ From Labs to Lives02 / INSIGHTS & PERSPECTIVES
A closer look.
Notes on asking better questions, understanding people and making sense of the market.
Numbers Don’t Tell the Whole Story ↗
My reflection on why audience stories matter alongside data.
A metric needs a question.
Before building the dashboard, decide what it should help someone do.
Read the perspective ↗CONSUMER INSIGHTS · FIELD NOTEA persona is only useful if it changes a decision.
Move from a demographic description to an understanding of motivation.
Read the perspective ↗MARKET RESEARCH · FIELD NOTEA projection is a set of assumptions.
Use scenarios to make uncertainty visible and planning more useful.
Read the perspective ↗
03 / THE PERSON BEHIND THE WORK
Curiosity is
part of the work.
I’m Jiaojiao Sun.
A researcher with a creative perspective.
I work across consumer insights, market research, data reporting and marketing analytics. My experience spans consumer brands and higher education, including my work with UC Davis Strategic Communications.
I’m interested in the space between what the data says and what people actually need. That’s where a useful question becomes a clearer strategy.
My background also includes professional certifications in advertising and marketing.
View experience & credentials on LinkedIn ↗HOW I HELP MAKE THINGS CLEARER
Understand people
Consumer research · Segmentation · Personas · Audience insights
Read the market
Competitive research · Market opportunities · Scenario planning & projections
Connect the dots
Data storytelling · Performance reporting · Paid media & marketing insights
EXPERIENCE & LEARNING
A habit of staying curious.
Google Ads Video Certification
Skillshop · Issued Jun 2026 · Expires Jun 2027
Social Media Marketing Certification
Hootsuite · Issued Mar 2016
AI For Everyone
DeepLearning.AI · Issued Oct 2025
SQL for Data Analysis
Udemy
Google Analytics Certification
Google · Issued Dec 2015 · Expired Jul 2017
Inbound Certified
HubSpot · Issued Feb 2016 · Expired Mar 2017
GOOD CONVERSATIONS START WITH A QUESTION.