I have considerable experience developing, executing, and communicating original research and insights, from thought leadership to market research.
Survey Development
My role: Conceiving editorial coverage of market trends for a B2B trade publication. I developed the proprietary research questions, designed and executed the survey (using Alchemer, formerly SurveyGizmo), analyzed the findings, wrote the report, and oversaw design and production.
Analysis and Insights
My role: I chose the topic, developed questions, surveyed the audience (QuestionPro), analyzed the data, interviewed industry SMEs about the findings, wrote the report, and oversaw production. The research served throughout the year as a foundation for webinars and live programming discussing tactics related to the trends identified.
Case Studies and Field Research
My role: For this thought leadership project for an association, I worked with SME field notes, direct interviews, and surveys to create an outline, recommend insights and takeaways, and collaborate on narrative development with the SMEs, association leadership, and project leaders. I oversaw writing, editing, and approval governance from the outline stage through final print production and distribution.
Infographic
My role: I worked with the client (Cognex) to develop the research topics and questions, oversaw survey execution, analyzed the findings, created the concept of the infographic, wrote the copy, oversaw graphic design, and coordinated approvals from the trade media publisher and sponsor.
Sample Campaign Assets
sMy role: For this sponsored research project with Humana, I led proposal development and served as the primary lead on the project pitch with the client. I identified the topic in conjunction with the sponsor and developed the survey questions with the client and internal SMEs. In addition, I created the slide deck for the client’s reps, wrote the analysis report, wrote the infographic, collaborated with the graphic designer to develop the visuals, collaborated with the client rep and association executive to write the joint press release, provided project management of the entire campaign, and served as the client’s point of contact throughout
Market Intelligence
A significant portion of my career has been devoted to creating and executing commissioned market research. Please see me for individual examples.
Areas studied included things like:
- Brand awareness and market perceptions
- Competitor comparisons
- Purchase barriers
- Feature preferences
- Product strengths and gaps
- Service experiences
- Price perceptions