Carol Ma

Research Associate

Carol is passionate about learning consumer behaviors through research and translating complex data into actionable insights.

With an academic background in statistics and sociology, she combines her passion in data analysis and human behavior in assisting market research projects. At Vital Findings, Carol’s work spans across automotive, CPG, entertainment, and many other industries. She is experienced in supporting international segmentation studies, trackers, A&Us, IDIs, ethnographies, and workshops. Before joining Vital Findings, Carol received her MS in Statistics and Quantitative Research from the University of Pennsylvania and her BA in Sociology from Occidental College.