WHAT I DID FOR THEM
Persona Research Plan & Execution
I created a research plan to answer Phlur's outstanding assumptions about their potential end users. The plan included sourcing subjects, creating and implementing surveys, and conducting ethnographic interviews with video recordings and design exercises.
Psychographic Data Analysis
I created a new way of conducting rapid persona surveying using quantitative psychographic criteria as a means to identify perfume and fashion-based ontologies. This allowed us to validate our interview findings across the US rapidly and over multiple test reruns while also reducing risk areas associated with relying solely on qualitative research.
Validated Personas & Buyer Needs
I ultimately validated several of their persona assumptions, invalidated others, and recommended new ones. In addition, based on the findings for each persona, I recommended the ideal target customer and the best means to marketing and branding to them.
Design process Excerpts
THE RESULTS
Recommended Buyer Personas
We were able to quickly validate persona assumptions across geographies, while also adding additional nuance into new persona's previously unanticipated.
Identified Marketing Psychographics
Using a combination of qualitative and quantitative research methods, we were able to identify detailed nuances and shopping behavior preferences for each persona to provide marketing & brand advice.
Inspired Brand & Fragrances
The research also helped Phlur determine which fragrances to ultimately produce, how to present and package them, and how to position their brand to appeal to the target personas.