CONSUMER + CUSTOMER RESEARCH
Research that changed the brief, the journey and the work.
For a family technology company, I led a mixed-method research program that connected consumer opportunity, customer reality and business action.
WHAT I LED
The research program, not just the readout.
I shaped the questions, aligned the work to company priorities, connected multiple research streams, interpreted the evidence and translated it into decisions across growth, product, lifecycle and creative.
Company identity, participant information, segment names, sample details, internal metrics, pricing, competitive performance and unpublished recommendations have been removed or generalized.
A CONNECTED EVIDENCE BASE
Different questions needed different kinds of listening.
Understand who current customers were, how they discovered and chose the product, what they valued and what shaped loyalty or churn.
Size audience opportunities, explore motivations and barriers, test benefit territories and understand category behavior.
Pressure-test the story behind the numbers through facilitated conversations, user testing and ongoing customer feedback.
THE QUESTIONS THAT MATTERED
Who should we prioritize, what do they need and what should change because we know?
What triggers the need?
How do people research and decide?
Which benefits create real value?
Who influences the purchase?
What creates the first meaningful moment?
What keeps customers engaged?
What creates risk of churn?
How should teams respond?
THE TRANSLATION
I turned a large research body into a small number of moves.
The work identified distinct audience opportunities, clarified the emotional and functional jobs driving purchase and revealed how the decision was shared across a family.
I then connected those insights to acquisition, positioning, channel strategy, onboarding, engagement, retention, expansion and measurement.
RESEARCH INTO ACTION
One evidence base. Multiple teams moving in the same direction.
Growth
Priority audiences, acquisition triggers, channel roles and opportunities to strengthen discovery.
Lifecycle
Onboarding moments, engagement signals, retention opportunities and expansion paths.
Product
Value drivers, unmet needs, experience gaps and evidence to inform future prioritization.
Creative
Audience narratives, emotional outcomes, message territories and clearer roles for social proof.
THE NEXT MOVE
The readout was not the finish line. It became the operating context for the work.
The research informed the full customer journey and the retention strategies that followed, including the Summer Adventure Passport experience.