Triangulated Research

​Problem
Covenant Eyes needed user-centered insights on brand perception and value proposition in preparation for a rebrand.

​Actionable Research Outcomes

• Enhanced Brand Understanding
  • Statistically significant findings for brand personality identification led to the immediate removal of a website page inconsistent with brand perception.
  • User interviews highlighted positive service experiences for marketing messaging and product prioritization
  • Concerns about the logo surfaced, and was prioritized for rebrand​
• Product Issues - Users expressed their experience on mobile, the primary method of SaaS use, needed significant improvement. Product prioritized this work.
• ​Competitive Brand Analysis resulted from the survey, providing insights for new marketing language re-bundled features and use cases for the SaaS, communicating a distinctive value proposition.

Two in-depth, actionable research reports delivered to Stakeholders and Executives ​

• ​Revised Demographics  - New user data revealed a more male, educated, and urban/suburban customer base with higher income.
• Bonus Outcomes
  • Valuable customer narratives
  • Brand description vocabulary

My Role
To align stakeholders from multiple departments, including Marketing, Design, and Product,  I facilitated stakeholder interviews and workshops to understand their goals, priorities, and perspectives. Potential areas of misalignment were revealed early on and addressed. The research inquiry was solidified, and research outcomes confirmed for each team.
 
I designed and executed a research plan to understand user sentiment towards the current brand, their expectations for the SaaS, their hoped-for ideal experience, and a competitor comparison

Approach
The Inquiry Focus:
​Discover user perception of brand, messaging, reputation, and service across various touchpoints (home, work, mobile).

Triangulated Research:
To ensure reliable results, I proposed a multi-phase, mixed method approach for data triangulation:

​Qualitative Remote Customer Interviews: 16 in-depth remote interviews with four types of SaaS users

• Discover user experiences with the product on mobile, web, and desktop app with contextual inquiry
• Describe brand perception through reactions to brand assets
• Confirm/disprove user needs and goals for using the SaaS using Jobs-to-be-Done questions.

This is a whiteboard from one stakeholder discussion of various topics, priorities, and mixed methods for discovery. This work is under an NDA agreement, so the whiteboard is intentionally obscured.

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Demographic study

• Comparison of customer-defined demographics with recent marketing-commissioned study

Quantitative Brand Personality Survey

• Sent to loyal customers
• Define brand personality
• Explore user needs and goals with a few open text qualitative questions

Analysis
Affinity Diagramming 

• ​Interviews
• Open-ended survey responses

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Affinity Diagramming - Interviews. Each interview participant is represented by a different color. Similar responses were grouped and labeled to surface insights through affinity diagramming.

Survey Analysis

• Confidence Level: 95% , Margin of error ± 6.93%
• Quantitative responses from rating scales and multiple choice questions determined brand personality dimension scores measuring how strongly the brand was perceived to have certain personality characteristics.
• Qualitative open-ended responses were coded and categorized to identify common brand personality themes and sentiments
• As a bonus, usability issues related to the SaaS were revealed including bugs, accessibility, and missing features.

Demographics

• Other than location via IP address, demographics were not available in the customer database, so the survey and interviews included demographic questions.
  
• Customer-defined demographics were compared against the outcomes from an external source hired by Marketing and against internal assumptions.

​Results

• Enhanced Brand Understanding
  • Statistically significant findings for brand personality identification led to the immediate removal of a website page inconsistent with brand perception.
  • User interviews highlighted positive service experiences for marketing messaging and product prioritization
  • Concerns about the logo surfaced, and was prioritized for rebrand​
• Product Issues - Users expressed their experience on mobile, the primary method of SaaS use, needed significant improvement. Product prioritized this work.
• ​Competitive Brand Analysis resulted from the survey, providing insights for new marketing language re-bundled features and use cases for the SaaS, communicating a distinctive value proposition.​
• ​Revised Demographics  - New user data revealed a more male, educated, and urban/suburban customer base with higher income.
• Bonus Outcomes
  • Valuable customer narratives
  • Brand description vocabulary

Lessons Learned

​This project's success hinged on collaboration across Marketing, UX, and Development. Cross-departmental engagement ensured efficient research execution and valuable outcomes.

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