Igniting Ad Spend
The Opportunity
Syfy knows that its viewers - called "Igniters" - are influential, engaged and in tune. To monetize this power, Syfy had to prove their worth to advertisers to drive greater ad spend.
To answer this question, I engaged with 50 Igniters and 50 non-Igniters in a longitudinal smartphone ethnography study that tracked entertainment and lifestyle behaviors. I also mined their social media handles, capturing and quantifying thousands of data points - posts, likes, comments, groups, etc. to show where, how, and how much they engage online relative to non-Igniters.
The Impact
- Center stage presentation of findings at the Consumer Electronic Show (CES)
- Influenced advertisers in attendance to increase ad spend on the Syfy network
- Development of Igniter campaign
Quantifying Opportunity to Prevent Food Allergies
The Opportunity
The pioneer of early allergen food introduction - Ready, Set, Food! - is on a mission to rid the U.S. of food allergies by feeding them to babies as young as four months old. But, parents experience psychological barriers to enter the category and even current customers are met with a suboptimal user experience.
Through both qualitative and quantitative research, I mapped the current and ideal customer experience. This included "demand gaps", which sized category attribute importance and Ready, Set, Food! performance to reveal gaps. Ultimately, I identified and sized barriers and uncovered growth levers to catapult the Ready, Set, Food! brand into its next phase of growth.
The Impact
- Company wide share-out and buy-in of findings to both Ready, Set, Food! and investor partner partner Johnson & Johnson
- Messaging evolution to be more relevant to new and existing customers
Defining "Clean" Among a Fresh Generation
The Opportunity
What does it mean to be clean? In a pre-COVID world, ask a Baby Boomer and they'll tell you it's about strength - bleach, germ killing, toxic force. Ask a Millennial and they'll likely have a different answer - it's about safety, ecological friendliness, clean enough is good enough.
Through in-home ethnographies across the U.S., I set out to define what clean means today among a younger generation of families. The evolution of this definition had direct and immediate impact on Clorox's messaging and product innovation pipeline.
The Impact
- 50+ person share-out of findings
- Led to the doubling down on Clorox's Green Works sub-brand
- Sparked the development of EcoClean line of cleaning solutions