Research Philosophy:
Understand the humans behind the numbers

Research Approach:
Balancing Scientific Rigor with Business Pragmatism

Project Portfolio

Usability Testing With Eyetracking

Strategic Question:

Can we improve conversion rate through optimizing the online checkout customer experience?

Key Insight:

One experience version had serious usability issues that had to be addressed before deployment.

Luxury Mindset Segmentation

Strategic Question:

Define distinct and actionable customer segments in the luxury market for soft goods in order to grow the customer base.

Key Insight:

Adding 1% of new "Segment 8" customers to the customer base can add $211M in potential revenue.

Iterative Unmoderated Usability

Strategic Question:

We need to understand the reasons for online returns so that we can reduce the return rate.

Key Insight:

Including an open-ended field would help uncover the real root causes for online returns.

Running Mindset Segmentation

Strategic Question:

Define distinct and actionable customer segments in the sports/activities market in order to grow the customer base.

Key Insight:

Adding 1% of new "Competitive Social Spenders" segment customers can add $166M in potential revenue.

Creating/Leading a VOC Program

Strategic Question:

Measure customer sentiment as leading indicator of revenue.

Key Outcome:

Successfully transformed customer feedback into actionable insights, fostering a culture of continuous improvement and customer-centric innovation.

Quarterly Brand Tracking Survey

Strategic Question:

What is the aided and unaided brand awareness of the business over time, relative to competitors?

Key Insight:

"Share of mind" and "share of heart" are much more powerful predictors of business performance than brand awareness.

Achieving ROI from VOC Program

Strategic Question:

Can you measure ROI from analyzing customer comments?

Key Insight:

The opportunity of fixing UX and UI issues uncovered through VOC was calculated to be as high as $1.4M a week, in the checkout flow alone.

Customer Experience Outcomes

Strategic Question:

Quantify customer experience and sentiment across the end-to-end customer journey in a systematic way over time.

Key Outcome:

The survey identified actionable opportunities for improving the experience in key areas of the customer journey.

Qualitative - Home Visits

Strategic Question:

How do customers' personality and style influence purchasing decisions, shopping behaviors, and technology usage?

Key Insight:

Fashion choices are deeply tied to customers' identities and life stages. Value, rather than price, drives purchase decisions.

Segmentation Website With Personas

Strategic Question:

What is the best way to socialize complex customer insights within an organization?

Key Insight:

An engaging and interactive website, complete with customer personas, that is easily accessible to all employees.

See Example

Qualitative - In-depth Interviews

Strategic Question:

What key factors influence customers' help-seeking behavior and brand loyalty?

Key Insight:

A free and transparent return policy, quick refunds, and shared values drive repeat transactions.

Ad Testing: Facial Recognition of Emotion

Strategic Question:

Testing and refining creative content to optimize media planning and ensure effective targeting and budget allocation.

Key Outcome:

The findings guided strategic decisions to prioritize media spend on the most effective video ads.

Online Card Sorting

Strategic Question:

How do we optimize product categorization in order to improve shopping the experience and conversion rates?

Key Outcome:

The retailer improved product categorization and naming conventions, enhancing the overall shopping experience.

Logo Testing Survey

Strategic Question:

Use data-driven decision-making in enhancing brand identity.

Key Outcome:

The findings highlighted the relative strengths of each logo and offered clear guidance for refining the branding strategy.

Tools of The Trade
(non-exhaustive list)

Recruiting

User Interviews

Cint (Gen Pop sample panel)

Data Collection

Qualtrics (surveys)

UserTesting (usability)

dScout (diary research)

Zoom (interviews)

Tobii (eye tracking)

Realeyes (facial expressions)

Data Analysis

SPSS (quantitative analytics)

Chattermill (text analytics)

Adoreboard (text analytics)

Chat GPT

Customer Panels

Recollective

Research Philosophy: Understand the humans behind the numbers

Research Approach: Balancing Scientific Rigor with Business Pragmatism

Project Portfolio

Usability Testing With Eyetracking

Strategic Question:

Key Insight:

Luxury Mindset Segmentation

Strategic Question:

Key Insight:

Iterative Unmoderated Usability

Strategic Question:

Key Insight:

Running Mindset Segmentation

Strategic Question:

Key Insight:

Creating/Leading a VOC Program

Strategic Question:

Key Outcome:

Quarterly Brand Tracking Survey

Strategic Question:

Key Insight:

Achieving ROI from VOC Program

Strategic Question:

Key Insight:

Customer Experience Outcomes

Strategic Question:

Key Outcome:

Qualitative - Home Visits

Strategic Question:

Key Insight:

Segmentation Website With Personas

Strategic Question:

Key Insight:

Qualitative - In-depth Interviews

Strategic Question:

Key Insight:

Ad Testing: Facial Recognition of Emotion

Strategic Question:

Key Outcome:

Online Card Sorting

Strategic Question:

Key Outcome:

Logo Testing Survey

Strategic Question:

Key Outcome:

Tools of The Trade (non-exhaustive list)

Research Philosophy:
Understand the humans behind the numbers

Research Approach:
Balancing Scientific Rigor with Business Pragmatism

Tools of The Trade
(non-exhaustive list)