JB
BRAND RESEARCH
Although knowing the breadth of the landscape is important to inform strategic recommendations, a story is what captures attention by turning facts into something raw and emotionally resonant. My expertise lies in competitive research, outlining white space opportunities, stringing together human observations from social behaviors, and informing the building blocks of a story with it all. Task: Highlight the tensions that exist for LinkedIn users as they navigate professional life and the job search, and what that means for the future of work.
By conducting social listening and uncovering conversational themes about the modern job search and LinkedIn’s place in the landscape, I contributed to a story that shared the triumphs and struggles of working. I crafted a story about how new-age workers are following a non-linear career path and how the existing structures of working restrict them.
Using quantitative and qualitative data, I cobbled together a picture about how the ways of working have evolved, yet what remains true is that the worker remains at the center of the experience.
Eli Lilly, Foundayo
Task: Understand the existing competitive landscape and map brands against an axis that outlines the opportunity area.
By leading the competitive audit, I uncovered that consumers understand GLP-1s as a monolith – a simple, lose weight fast solution. There is only one brand with the highest brand awareness, acting as the primary brand in which all other GLP-1s were compared. Due to this, it’s made it difficult for other GLP-1s to succeed in the category because of consumer apprehension of the injection form factor and low brand awareness.
When analyzing the competitive set’s comms approach and messaging, it became clear that there was a clear way forward for a new brand to break through and connect with consumers in a new way.
LoyaltySocialBrand Research