E-Commerce Creative Testing

Timeline: June 2023-August 2023

My Role: Lead Market Researcher

Methods: Two rounds of Qualitative / Quantitative online survey on Groupsolver

Tools: GroupSolver, Lucid

*Due to NDA, this description includes adapted content. Process description reflects the original work but client details and branded terms have been altered.

Objectives

Process

Elevate the luxury perception of brand and increase sales across portfolio as well as attracting visitors to brand destinations and experiences.

Understand which creative directions appeal to each target segment.

Methodology

Qualitative / Quantitative survey on Groupsolver x 2 rounds of testing

n=300 per round

USA, UK, Germany (n=100 each)

NDA client segment groups (n=100 per group)

Audience: considered of luxury whisky brands, HHI $50K +

df

GroupSolver Question Example

Missing Information

Will an ecosystem that connects cross-category experiences drive consideration and trial of other brands?

Do membership and loyalty programmes build shopper engagement and drive conversion?

Will content focusing on at-home consumption occasions drive engagement?

Does elevating Scottish provenance drive interest towards brand homes and experiences among more discerning consumers?

  1. 1. Review mood board and creative assets on Figma

  2. 2. Kickoff meeting with design and strategy team to align on creative inputs for reserach

  3. 3. Design screener and survey instrument

  4. 4.Program and test on GroupSolver

  5. 5. Field research

  6. 6. Analyze data

  7. 7. Present findings and workshop / Design Studio with Team

  8. 9. Repeat and iterate for round two

Impact

TBD - eCommerce web updates in progress

Previous

Brand Extension