Pooja S
- Research Program Mentor
PhD at Indiana University - Bloomington
Expertise
Marketing, Psychology, Statistics, Consumer Behavior
Bio
I am currently a Director of Behavioral Science at Ipsos North America, where I work with brands across industries (including CPG, healthcare, and technology) to apply behavioral science principles to real-world marketing challenges. My work focuses on understanding how consumers think, feel, and decide, and how companies can design products, messages, and experiences that better align with actual human behavior. Previously, I was a Visiting Assistant Professor of Marketing at the University of South Carolina’s Darla Moore School of Business, where I taught marketing research and conducted academic research at the intersection of consumer psychology and well-being. Across my research, I examine why consumers often struggle to engage in behaviors designed to improve their lives, even when resources are readily available. In particular, I study how people allocate their time (e.g., making space for self-care or health behaviors) and money (e.g., spending on convenience, wellness, or experiences for themselves and others), and how these decisions shape well-being, health, and social judgment. As a mentor, I enjoy helping students translate psychological theory into meaningful research questions and guiding them through the full research process, from conceptual development and data analysis to writing and presenting their work. Outside of work, I love staying active and spending time outdoors. I was an NCAA Division III rower in college and still enjoy hiking, backpacking, weightlifting, and running. I’m also a huge pop music fan and love attending live concerts. I'm a huge fan of Taylor Swift, Charli XCX, Adele, Beyonce...pretty much any type of pop music, and I've even collaborated with students on projects related to the global market impact of celebrities!Project ideas
Translating Cultural Phenomena into Research Questions
What if you could take a topic in popular press and transform it into an academic research question? In this project, you delve into your questions and curioisities about consumption behavior or psychological phenomena and translate them into specific research questions. Together we will work to develop a comprehensive and theoretical framework for your research and turn it into a project that can be leveraged for public dissemination.
From Trends to Tactics: Transforming Pop Culture Phenomena in Marketing into Strategy
What if you could take a viral trend, influencer marketing challenge, or consumer behavior shift and turn it into a marketing strategy? In this project, you will identify a compelling phenomenon—whether it’s the rise of de-influencing, the impact of AI-generated influencers, or changing attitudes toward brand authenticity—and translate it into an actionable marketing plan. You’ll start by analyzing real-world examples, conducting secondary research, and formulating research questions to better understand the drivers behind the trend. Then, you’ll develop a strategic framework to help brands or content creators leverage (or adapt to) this phenomenon effectively. The final product will be a well-structured paper outlining key insights, strategic recommendations, and potential implications for marketers. This project is perfect for students interested in digital marketing, branding, and consumer psychology—especially those who want to bridge the gap between academic research and real-world business applications.