For this project, my team and I conducted an in-depth analysis to evaluate and improve a real-world client’s communication strategy. We began with a background report on the client and top competitor. From there, we conducted a focus group , followed by a survey using Qualtrics. The project concluded with a comprehensive presentation of our most relevant findings and strategic recommendations to help the client strengthen their messaging and audience targeting. This project sharpened my skills in research design, audience analysis, and data-driven strategy development.
Backgrounder Report
The Backgrounder report (left) provides an overview of our client’s current positioning, including a competitor analysis, industry trends, communications audit, and key research questions that guided our primary research.
Focus Group and Survey
After the backgrounder, we conducted a focus group to gather qualitative insights. The goal was to identify audience perceptions and communication barriers. This part of the project included sample selection, a moderation guide, transcription, coding, and thematic analysis to uncover core insights.
Next, using Qualtrics, we created and distributed a survey to collect data on demographics, brand use, consumer motivations and barriers, and test two sample messages. The results informed our recommendations through demographic analysis and message appeal breakdowns, including gender-based crosstabs.
Brenna Cline 