Strategy and Research

I've worked extensively with strategy and research from a agency/consultancy perspective. One of the clients has been a medical device company, with whom I've had the pleasure of working with on several projects. The first project was about building the strongest brand story. The project was split into three phases. It started with Qualitative Insight Mining Research consisting of both in-depth interviews (IDIs) and nationwide web-assisted telephone interviews (WATIs) to understand drivers and barriers and the competitive landscape for purchasing within this specific category.

The second phase was a tailored Brand Messaging Workshop with the client where we based on our learnings from the Insight Mining Research defined suggested brand stories (positioning statements) and related messaging.

The final phase we then conducted another round of IDIs to test our suggested new brand story and messaging concepts. It was all wrapped up in a report that included actionable recommendations.

Since the first project I've conducted additional research projects to follow up and test the effectiveness of the strategies and messaging concepts that were implemented. Adjustments have been recommended to address increased competition and a change of portfolio that the client has had.   

My role

• Defined, planned and conducted Qualitative Market Research

• Designed and lead tailored Brand Workshops for clients

• Wrote presentations, reports and blueprints with actionable strategic recommendations