ashlen courtney
creative pr + advertising professional
The following are three examples of projects that would not have been possible without thorough research.
Click on the images to view the results and witness how great research impacted the outcome of each project.
Impressive projects begin with impeccable research.
The goal of this challenge was to help Domino's create an integrated marketing campaign - targeted at moms - to drive sales through its mobile app. Before researching, we were skeptical about the whole mom thing for two reasons. One, because we couldn't see them using mobile devices to order dinner through an app. And two, because we didn't think they would be fans of feeding their children Domino's pizza on a consistent basis. After researching, however, we discovered that (if we would reach them in the right way) moms, as a consumer demographic, presented a great opportunity for Domino's.
Domino's Pizza App for EDGE Collegiate Echo Marketing Challenge
Secondary Research
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Samsung Galaxy Note Tablet 10.1
Consumer/Market Research
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Conducting research was an fundamental part of developing a media plan for Samsung's Galaxy Note Tablet. Information (from Nielsen data and exploratory interviews) about Samsung's intended target audience for the Galaxy Note Tablet (Latinas) and its competition in the tablet market provided me with insight about where and when to reach potential consumers, and helped me decide how to allocate appropriate media weight throughout the campaign.
Chicago Little Sisters of the Poor
Primary Research - Focus Group
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In my Research Methods class, we were given a focus group assignment from the marketing department of the Chicago Little Sisters of the Poor. In small groups, we developed an outline and questionnaire to guide us during the actual focus group. The conversation was recorded so that we could transcribe it later and write up a comprehensive focus group report to record our findings and draw conclusions to help the Little Sisters of the Poor administration ucover insights about their target market of donors and volunteers in Chicago.