Daniel L
- Research Program Mentor
MBA candidate at University of Wisconsin - Madison
Expertise
marketing strategy using secondary data, market research using primary data, trends in consumer behavior, dance therapy,
Bio
My name is Daniel, and as an undergraduate at the University of Illinois Springfield, I had the opportunity to dive deep into marketing strategy as a research intern, where my work culminated in an academic journal manuscript, that I was proud to present at the 2024 American Marketing Association Winter Academic Conference as a poster. My research interests span the intersectionality between social justice, diversity, equity & inclusion, LGBTQIA+ issues, and consumer behavior. Mainly with how personal, psychological, social, and cultural factors influence purchasing decisions. I’m interested in delving into the therapeutic potential of performing arts, specifically body expression/dance. Currently, as an MBA candidate at the University of Wisconsin-Madison, I am honing my skills in marketing with a focus on analytics and consumer insights. This blend of experience and education makes me passionate about empowering students through research. In my free time, I enjoy ballroom/social dancing, biking, hiking and participating in community musical theatre. I care deeply about increasing the representation of African American men in management roles and academia and increasing healthcare access and equity through tailored marketing strategy and research. Fun fact: I lived in Hawaii (Oahu) from Kindergarten to 6th Grade throughout my formative years.Project ideas
Rebranding Diversity: A Case Study of Brand Loyalty Among Underrepresented Groups
This project focuses on analyzing how rebranding efforts aimed at increasing diversity and inclusion impact brand loyalty among underrepresented groups, such as racial minorities, LGBTQIA+ individuals, and women. Students will explore the concept of brand equity, focusing on how changes in a brand's identity or messaging can influence consumer loyalty. They'll gain skills in case study analysis, consumer behavior research, and understanding the cultural and psychological factors that affect purchasing decisions. Students will choose a brand that has recently undergone a rebranding effort to promote diversity and inclusion. They will review the brand's previous and current marketing materials, conduct interviews or surveys with consumers from underrepresented groups, and analyze sales data if available. The project will also involve a literature review on brand loyalty and consumer psychology. The project could result in a detailed case study report that examines the impact of the rebranding on consumer loyalty among the targeted groups. Students might also create a visual presentation or infographics summarizing their findings and offering recommendations for future rebranding efforts.
Healing Through Performance: Exploring the Therapeutic Power of the Arts in LGBTQIA+ Communities
This project focuses on the use of performing arts as a therapeutic tool, especially within LGBTQIA+ communities, analyzing how creative expression can foster mental health and social support. Students will gain knowledge in psychology, specifically in art therapy, while also learning about LGBTQIA+ history and the role of creative arts in social movements. They'll develop research skills in qualitative analysis, interviewing, and case study methodology. Students will review existing literature on art therapy and LGBTQIA+ mental health, and conduct interviews with therapists, performers, and community members. They might also participate in or observe art therapy sessions. The project could culminate in a research paper or documentary highlighting case studies of individuals or groups using performing arts as a form of therapy. Alternatively, students could create a performance piece or art installation based on their findings.