Dahlia Ferrer
MARKET & KEYWORD RESEARCH
Ford
Content Strategist
Context
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Re-write survey questions to re-start testing with a correct test group: we filtered for candidates that lived closer to our service area.
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Researched and gave a presentation on our actual demographic: which turns out are Spanish-speaking males 18-21 years old.
Action
Results?
Ford could finally start getting feedback from their true demographic!
Ford wasn't getting feedback from their users on project they had already begun that involved content. Immediately I suspected that their test group was not their target demographic. A little investigating found that their users were 1. too diverse and not within their actual niche demographic and 2. did not live or work within the project's service area or service hours.
VIP Services/My Little Circle
Consultant, Market Research & Marketing Campaign Planner
Context
A long-time VIP kid's services and concierge services wants to generate more profits from her website and put into action a marketing campaign catch the benefits of the busiest tourism season in St Barth, the French island in the Caribbean.
Action
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Researched using Artificial Intelligence (AI):
- Found key statistics on visitors to St Barth.
- Discovered which of the hundreds of products and services offered on the website have the most potential for high sales.
- Cross-checked AI's suggestions with data from actual website sales. -
Added knowledge from on-the-ground, experienced workers on the island.
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Used tourism data about wealthy Brazilians' travel tendencies.
Conclusions
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Was able to determine what products and services on which to focus and which duration (day, 5-day or week-long services) and during which months; etc.
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Calendared daily Instagram posts just before the high season.
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Editorial calendar of emails with content suggestions.
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Calendared a flier blanketing campaign on this small, lux island.
Carla's St Barth
Consultant, Market & Competitor Research
Context
A lux, Italian designer shoes and handbags boutique launched their e-commerce website a few years ago, aiming to get U.S. customers. They hadn't conducted any market research.
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Researched using Artificial Intelligence (AI) and keyword tools:
- Determined the countries and age ranges that are buying luxury goods.
- Narrowed down keywords to implement across the site.
- Pinpointed the #1 competitor that targets the U.S. market.