Northpeak conducted qualitative + quantitative research based on customer data. Here’s the process:
Overview
Abrie James is a provider of the TruleSimple planners and stylish accessories for women.
Purpose
Abrie James needed to create a durable brand identity and understand their product market fit. They engaged with Northpeak to conduct qualitative and quantitative research to understand their current customer’s profile and their digital journey. In addition to customer development and competitor analysis, Abrie James needed a blueprint for top of funnel content to spearhead their paid ads strategy.
Example Research Q: What are the top features customers look for when purchasing?
Process
Northpeak conducted qualitative research, led by Dr. Leo Hoar from The Ohio State University and Navi Kang, to understand the thoughts, values, and motivations of the target demographic. Using interview and survey data, Northpeak created customer personas and mapped out the customer’s journey; this gave Abrie James a better understanding of their acquisition strategy and a framework for their funnel from impression to conversion.
Northpeak also conducted quantitative research on customer purchase behavior. Then, a statistical analysis was conducted using survey feedback and customer data to discern key relationships between variables such as messaging and pricing, and how they pertain to purchase behavior. These insights helped guide social media and paid ads strategy and UX design.
