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Research Philosophy:
Understand the humans behind the numbers

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Research Approach:
Balancing Scientific Rigor with Business Pragmatism

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Project Portfolio

Usability Testing With Eyetracking

Strategic Question:

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

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Key Insight:

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

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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.

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Key Insight:

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

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Iterative Unmoderated Usability

Strategic Question:

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

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Key Insight:

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

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Running Mindset Segmentation

Strategic Question:

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

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Key Insight:

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

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Creating/Leading a VOC Program

Strategic Question:

Measure customer sentiment as leading indicator of revenue.

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Key Outcome:

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

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Quarterly Brand Tracking Survey

Strategic Question:

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

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Key Insight:

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

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Achieving ROI from VOC Program

Strategic Question:

Can you measure ROI from analyzing customer comments?

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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.

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Customer Experience Outcomes

Strategic Question:

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

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Key Outcome:

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

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Qualitative - Home Visits

Strategic Question:

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

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Key Insight:

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

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Segmentation Website With Personas

Strategic Question:

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

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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?

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Key Insight:

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

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Ad Testing: Facial Recognition of Emotion

Strategic Goal:

Optimize media planning and ensure effective targeting and budget allocation.

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Key Outcome:

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

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Online Card Sorting

Strategic Question:

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

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Key Outcome:

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

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Logo Testing Survey

Strategic Goal:

Use data-driven decision-making to enhance brand identity.

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Key Outcome:

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

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Tools of The Trade

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