Zachary RakowskiResearch portfolio
MARKET RESEARCH · CONSUMER INSIGHTS · SURVEY OPERATIONS

Market research.
Consumer insights.

I’m Zachary Rakowski, a recent M.S. Marketing Research and Analytics graduate seeking opportunities in market research, consumer insights, and research operations. My experience includes survey design, qualitative research, SPSS analysis, and competitive intelligence.

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M.S. Marketing Research & Analytics Michigan State University · 2026

Selected work

01 — 04
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My capstone, slide by slide.

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THE CASE STUDY

My experience leading
a complete research study.

The business question

Tiny Buddha Yoga wanted to understand why people practice, how they discover and choose studios, and which consumer segments best fit its offerings. The study connected these questions to acquisition, trial, and perceived value.

My role

I developed the questionnaire, conducted qualitative research, programmed and administered the survey in AYTM, and cleaned and analyzed the data in SPSS. I presented the findings to the client, explaining the analytical methods in accessible terms and connecting the results to practical business decisions.

How I approached the project

  1. Secondary researchReviewed industry research, competitor pricing, and studio reviews.
  2. Qualitative researchConducted five focus groups with 30 participants and four in-depth interviews to explore motivations and the studio journey.
  3. Survey design and fieldworkAdministered an AYTM survey of 400 adults who had attended an in-person yoga class in the past year and owned yoga equipment.
  4. Analysis and recommendationsUsed factor analysis, TwoStep clustering, multiple regression, and Van Westendorp pricing analysis to develop recommendations.

Key findings from my analysis

TINY BUDDHA YOGA
01

Welcome is a meaningful strength.

Welcoming was the strongest controllable predictor of consideration in the regression model (standardized β=.264). Premium perception followed (β=.223), pointing to an opportunity to communicate value more clearly.

02

Engagement changes the audience fit.

Devoted and Balanced Practitioners together represented 70.5% of the sample and showed stronger alignment with the studio than Casual Practitioners.

03

Trial helps lower the barrier.

Introductory classes were the highest-rated reaction to the studio. Word of mouth and introductory offers were among the strongest sources used to evaluate a studio.

RECOMMENDATIONS

Make the first visit easier.
Make the value clearer.

I brought the research together in a client presentation and recommended four actions to support customer acquisition and communicate the studio’s value.

  1. Connect word of mouth to trial through a Bring a Friend offer.
  2. Show the welcoming environment through instructors, class experiences, and beginner reassurance.
  3. Create a first-visit guide covering class intensity, heat, parking, and what to bring.
  4. Make the premium experience visible through instructor expertise, cleanliness, and atmosphere.
A closer look at the analysis

Factor analysis

Principal Component Analysis with Varimax rotation reduced 10 motivation items into two dimensions: Wellness Motivation and Community & Exploration. Together they explained 57.6% of variance, slightly below the study’s preferred 60% threshold.

Segmentation

Seven wellness-motivation items informed a three-segment TwoStep cluster solution. Segment differences were evaluated with one-way ANOVA on studio measures not used to create the clusters.

Driver analysis

The backward regression model retained eight predictors, with adjusted R²=.541. Findings helped distinguish existing brand strengths from opportunities to strengthen perceptions.

Pricing

The drop-in Van Westendorp analysis placed the $35 study-time price within the $18–$50 acceptable range, above the $30 optimal price point. These are survey estimates, rather than observed purchase behavior.

Survey operations and quality checks

Design and programming

I developed and programmed the AYTM survey with eligibility screening, skip logic, structured scales, open-ended responses, and an attention check. I exported and cleaned the data before conducting the analysis in SPSS.

Fieldwork review

I reviewed the soft launch and identified a monthly-pricing question that needed clearer wording. I worked with the survey administrator to revise it before continuing fieldwork and documented the limitations of the monthly-pricing findings in the final presentation.

02 / COMPETITIVE INTELLIGENCE

Air Lift Company

Understanding the competitive landscape

During my marketing research internship, I researched competitor products, pricing, customer reviews, and retail channels. I organized the information into comparison workbooks and presentations to support marketing and product decisions.

Secondary researchExcelSWOT
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My contribution

I built Excel comparison workbooks, checked findings across competitor and retailer sources, and developed SWOT analyses and recommendations. Learning the air-suspension market required me to quickly understand unfamiliar products and evaluate information from multiple sources.

What the work showed

The research identified differences in product information and messaging across channels, competitive price pressure, and gaps that would benefit from primary consumer research.

Deliverables

Competitive workbooks, SWOT analyses, and a presentation connecting market findings to proposed actions.

Marketing research internship · 2026

03 / CONSUMER RESEARCH

FutureStitch / New Balance

Research to inform a product launch

I managed a mixed-methods consumer research project for a New Balance product launch, combining qualitative research with a 400-person survey to understand purchasing behavior, brand perceptions, and competitive positioning.

Mixed methodsSPSS400-person survey
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My contribution

I managed survey planning, focus groups, in-depth interviews, and secondary research. I analyzed the survey data in SPSS using cross-tabs and statistical testing to identify differences in consumer behavior and perceptions.

Deliverable

I built and presented the final client report, translating the findings into recommendations for product positioning and launch strategy.

Graduate client project · January–April 2026

04 / SHOPIFY WEBSITE DESIGN

DJR Welding

A business website for services, projects, and products

I designed a Shopify website for my brother’s welding business to give customers a place to explore services, view completed projects, browse products, and get in touch about their own projects.

ShopifyWebsite designSEOCustomer experience
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The business goal

Create a website that showcases the business’s work, encourages customer inquiries, and supports product sales.

My role

I designed the site through Shopify, bringing together service information, a project gallery, contact options, and product pages. I also used basic SEO techniques to help the business appear in relevant searches.

What this project demonstrates

Experience using Shopify to turn business needs into a customer-facing website, alongside the research and analysis shown in my other projects.

Business website · Shopify

ABOUT ME

A foundation in research.
Ready to contribute.

I completed my M.S. in Marketing Research and Analytics at Michigan State University in August 2026, following a B.A. in Political Science from the University of Michigan. Through graduate client projects and my Air Lift internship, I gained hands-on experience designing studies, managing survey work, analyzing data, and presenting findings.

I’m seeking a role where I can contribute to research design, survey operations, data quality, and insight development while continuing to learn from an experienced team. I bring experience managing multiple research priorities, learning unfamiliar markets, and communicating analytical findings to audiences without a research background.

Graduate education
M.S., Marketing Research and Analytics
Michigan State University · 2026
Undergraduate education
B.A., Political Science
Environmental Studies minor
University of Michigan · 2025
Tools & methods
AYTM · SPSS · Excel
Survey design · Qualitative research · Segmentation · Regression · Competitive analysis
LET’S CONNECT

Let’s discuss opportunities.

I’m interested in market research, consumer insights, and research operations opportunities. Please reach out to discuss my experience or a role on your team.

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