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I’m Valerie Siegel, a consumer research expert and insight-driven strategist who loves translating complex data into clear, actionable stories that help brands grow. I’m passionate about understanding consumer behavior across global markets and turning survey findings, product data, and market signals into practical recommendations for manufacturers and retailers. I thrive in collaborative environments and am committed to continuous learning and applying rigorous research methods to drive business impact. As an insights professional, I aim to connect consumer attitudes, product innovation, and market performance to create cohesive narratives that inform strategy, activation, and growth across CPG categories and retail ecosystems.…I’m Valerie Siegel, a consumer research expert and insight-driven strategist who loves translating complex data into clear, actionable stories that help brands grow. I’m passionate about understanding consumer behavior across global markets and turning survey findings, product data, and market signals into practical recommendations for manufacturers and retailers. I thrive in collaborative environments and am committed to continuous learning and applying rigorous research methods to drive business impact. As an insights professional, I aim to connect consumer attitudes, product innovation, and market performance to create cohesive narratives that inform strategy, activation, and growth across CPG categories and retail ecosystems.

Valerie Siegel

Data Analyst, Marketing Analyst, Brand Strategist, +2

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I’m Valerie Siegel, a consumer research expert and insight-driven strategist who loves translating complex data into clear, actionable stories that help brands grow. I’m passionate about understanding consumer behavior across global markets and turning survey findings, product data, and market signals into practical recommendations for manufacturers and retailers. I thrive in collaborative environments and am committed to continuous learning and applying rigorous research methods to drive business impact. As an insights professional, I aim to connect consumer attitudes, product innovation, and market performance to create cohesive narratives that inform strategy, activation, and growth across CPG categories and retail ecosystems.…I’m Valerie Siegel, a consumer research expert and insight-driven strategist who loves translating complex data into clear, actionable stories that help brands grow. I’m passionate about understanding consumer behavior across global markets and turning survey findings, product data, and market signals into practical recommendations for manufacturers and retailers. I thrive in collaborative environments and am committed to continuous learning and applying rigorous research methods to drive business impact. As an insights professional, I aim to connect consumer attitudes, product innovation, and market performance to create cohesive narratives that inform strategy, activation, and growth across CPG categories and retail ecosystems.

Available to hire

I’m Valerie Siegel, a consumer research expert and insight-driven strategist who loves translating complex data into clear, actionable stories that help brands grow. I’m passionate about understanding consumer behavior across global markets and turning survey findings, product data, and market signals into practical recommendations for manufacturers and retailers. I thrive in collaborative environments and am committed to continuous learning and applying rigorous research methods to drive business impact.

As an insights professional, I aim to connect consumer attitudes, product innovation, and market performance to create cohesive narratives that inform strategy, activation, and growth across CPG categories and retail ecosystems.

Skills

Data Visualization

SQL

Tableau

Experience Level

Data Visualization

Expert

SQL

Expert

Tableau

Expert

Language

English

Fluent

Work Experience

Global CPG Consumer Insights & Data Analyst (Freelance) at Siegel Reports

June 1, 2025 - Present

Utilizes primary consumer survey research to analyze attitudes and behaviors across global, regional, and country levels, identifying key behavioral drivers influencing purchase and consumption. Analyzes product launch data to monitor innovation and category trends, integrates primary findings with secondary data to build market narratives, and translates insights into actionable recommendations for manufacturers and retailers. Produces data-driven reports and presentations that communicate consumer trends, brand strategy, market performance, and competitive dynamics, linking attitudes, product innovation, and market indicators into a cohesive analysis framework.

Consumer Insights Manager at Energizer Holdings Inc.

June 1, 2024 - June 1, 2025

Collaborated with global stakeholders to fill knowledge gaps on consumer attitudes and behaviors, guiding decision-making and sales discussions with retail partners. Generated insights, developed recommendations on retail product range, shelf set pricing/allocation, new products, shopper experience, brand strategy, VOC, communications, and marketing activation. Owned monthly trackers to monitor usage and attitudes, managed the full research lifecycle for 50+ in-house studies annually, and synthesized diverse data sources into clear insights for executives. Designed and presented reports in an accessible format and implemented process improvements to improve efficiency and consistency.

Associate Director of Consumer Research, Americas at Mintel

January 1, 2019 - June 1, 2024

Led a team of 6 analysts and oversaw data collection and delivery for 400+ syndicated Mintel Reports annually across the Americas. Managed research budgets and schedules, completed final approval of survey research, and launched internal client surveys to track NPS and optimize organizational strategy. Implemented improvements to statistical analyses (SPSS, RStudio) and migrated analysis codes to R to improve efficiency. Planned and implemented operational processes, designed and led training, scoped new research opportunities, and facilitated team alignment and dashboard development to support long-term KPI tracking.

Senior Consumer Research & Data Analyst at Mintel

March 1, 2018 - January 1, 2019

Continued responsibilities from Analyst role, developing new research techniques to improve data quality and efficiency. Led improvements to qualitative research, quality-checked questionnaires and analyses, and provided guidance to junior team members. Designed and delivered training for the Research Department and internal teams, supported higher-level needs (budgeting, scheduling, team development), and received MVP award in 2018.

Consumer Research & Data Analyst at Mintel

September 1, 2016 - March 1, 2018

Designed online consumer questionnaires and discussion guides for multiple CPG/retail and lifestyle categories, managed ~80 Mintel Reports annually, analyzed data using advanced statistical techniques (segmentation, regression, TURF, NPS, conjoint), and forecasted market trends for multiple categories. Synthesized insights for internal stakeholders, quality-checked survey questions and analyses, and facilitated training and development for the research department.

Consumer Insights Analyst at Wilton Brands

August 1, 2015 - September 1, 2016

Conducted consumer insights analysis to inform product development and marketing initiatives, synthesizing primary and secondary research to drive category and brand strategy.