Project 1 - Social Media App Consumers Potential Conversion to Creators

To attract a wider user base for our new product, our organization attempted to gauge consumer interest in content creation and sharing, and to discovery potential movers and levers for those consumers to create on our app. A survey research was designed to explore understanding of consumers interests and motivations regarding creation. The findings shed lights on opportunities for product and engineering to grow new customer acquisition and for marketing to develop new strategies.

Relevant product features: https://www.facebook.com/creators/tools/reels

  • Collaborative survey design and development

    I actively collaborated with cross-functional teams, including Product, Engineering and Data Science teams, to design and develop a comprehensive nine-question survey. This collaborative effort ensured that the survey was meticulously crafted, addressing diverse aspects of motivations. By leveraging the collective expertise of these teams, we formulated questions that were not only insightful but also strategically aligned with our objectives and priorities.

  • Global deployment and data collection

    Following the collaborative design phase, I orchestrated the deployment of the survey on our internal platform, strategically targeting consumers across four different countries. This approach allowed us to capture a diverse range of perspectives, ensuring that our insights were not limited to a specific demographic. The data collected from these varied regions provided a rich pool of information, enabling a comprehensive analysis of consumer trends in content creation and sharing.

  • Descriptive statistics and advanced cluster analysis

    To gain more meaningful insights from the data, I applied cluster analysis (k-means) beyond descriptive analysis. This involved analyzing both self-reported survey data and log data, which included usage patterns and behavioral metrics. I identified distinct clusters within our consumers. This analytical approach shed light on the diverse interests, behaviors and motivations of our consumers.

  • Targeted identification of high interests groups

    Through the analysis, I identified four distinct groups with high levels of interest in transitioning from consumers to creators. These groups were characterized by specific behaviors, preferences, and motivations, allowing us to tailor our marketing strategies and product offerings. This targeted approach empowered us to engage with these high-interest segments effectively, fostering conversions and driving our user base towards active content creation.

Visualization example - source

Visualization example - source

Project 2 - MaxDiff Analysis on Top-Priority Product Features

Our product team and senior leaders needed user inputs for prioritizing and planning product features for a multiple-year initiative. I orchestrated the development and the implementation of a MaxDiff survey to explore the six product features. The insights provided invaluable user feedback, guiding our strategic decisions and ensuring the alignment of our product features with diverse user needs and preferences on a global scale.

Relevant product feature: https://help.instagram.com/459497729122868/?cms_platform=android-app&helpref=platform_switcher

  • Strategic survey development in collaboration

    I collaborated closely with product managers and senior leaders to develop a survey focusing on high-priority product features. This collaborative effort ensured that the survey was thoroughly tailored to capture essential insights into user preferences and expectations. By working alongside key stakeholders, we pinpointed the crucial aspects that would guide our product development strategy, aligning our efforts with user needs effectively.

  • Targeted deployment for creator engagement

    The survey was strategically deployed, specifically targeting a segment of our creator community. By engaging with this specific demographic, we honed in on the insights most relevant to those actively involved in content creation across our products. This targeted approach allowed us to gather feedback, ensuring that our analysis was deeply meaningful. This research guided our decisions towards enhancing the creator experience and platform functionality.

  • Utilizing MaxDiff for feature prioritization

    To discern the priority of each feature, I developed and employed advanced MaxDiff analysis with cross-functional partners. This method allowed us to rank features effectively, identifying the most crucial elements that resonated with our creators. By understanding the relative importance of each feature, we could strategically allocate resources, focusing our efforts on enhancing aspects that held the most value for our customers.

  • Optimizing development resources with smart choices

    I pinpointed the most desired feature, which guided our development efforts with precision. This strategic focus not only ensured the allocation of resources where they were most needed but also saved valuable developer time by steering clear of proposed features that did not meet users' expectations. By making informed choices, we optimized our development process, ensuring that our new features aligned seamlessly with our users' desires and expectations.

MaxDiff survey example - source

Visualization example - source

Project 3 - Strategic Surveys on Competitive Social Media Landscapes

Our team collaborated closely with a vendor to deploy the survey across five key countries, ensuring a comprehensive understanding of diverse consumer preferences and perceptions for social media apps regarding four use cases and ten scenarios. This collaborative effort allowed our organization to gather insights from a global demographic, based on the richness and depth of our data. By strategically targeting these regions, we gained a holistic view of cultural differences, and market-specific trends, providing valuable inputs for orgnization-level strategic decisions and product innovations.

  • Advanced Statistical Analysis for Consumer Insights

    Utilizing advanced statistical techniques (e.g., weighted ordinal logistic regression), I conducted in-depth analyses to understand consumer preferences and the value proposition associated with social media usage. I identified complex patterns and trends, providing a comprehensive understanding of what drives consumer choices under different scenarios regarding key use cases. This analysis allowed us to decipher the underlying factors influencing user preference, enabling us to align and pivot our strategies with consumer expectations effectively.

  • Strategic Findings Summarization and Stakeholder Reporting

    Following the comprehensive analyses, I meticulously summarized the findings, distilling complex data into clear, actionable insights. These insights were then reported to key stakeholders in a concise and compelling manner. By effectively communicating the outcomes, stakeholders gained a comprehensive understanding of consumer behaviors and preferences, empowering them to make informed strategic decisions. The summarized findings not only facilitated internal alignment but also served as a foundation for future initiatives, ensuring that our strategies remained agile and responsive to the evolving needs of our customers.

Visualization example - source

Visualizaiton example- source

Project 4 - Text Analysis on Open-ended Questions regarding Value Propositions

Our collaborative team, comprising two quantitative researchers and a skilled data scientist, diligently orchestrated a comprehensive survey regarding consumption preference and perceptions for one top-priority product. The goal was to gain in-depth understanding of consumers preferences and unraveling consumption behavioral patterns to guide company-wide strategic decisions and plannings.

  • Armed with a wealth of data, I took charge of conducting a text analysis, dissecting open-ended responses and crafting visually compelling word clouds. These visual representations highlighted the prevalent themes emerging from the consumers' perspectives on value-worth spent on the app consumption and engagement.

  • Our efforts was presented to SVP-level executives, providing them with invaluable insights into consumer sentiments. These findings not only informed our strategic decisions but also ensured our product offerings remained finely tuned to meet the diverse needs and expectations of our consumers.

Visualization example - source

Visualization example - source

Project 5 Collaborative work with other quant and qual researchers

  • Led a driver analysis, in collaboration with Facebook and Instagram researchers, leveraging survey and log data. This analysis pinpointed over 5 major usability opportunities crucial for the success of a global new product initiative, offering valuable insights for product and engineering teams.

    Relevant product launch: https://about.fb.com/news/2022/02/launching-facebook-reels-globally/

  • Provided supervision for an intern project focused on a product retention survey. The findings resulted in the addition of new features by Engineering teams. They also contributed to notable increases in Data Science product metrics in the subsequent quarters, demonstrating the impact of strategic data-driven decisions.

  • Collaborated closely with other qualitative researchers to establish a foundational framework. This framework effectively distinguished between people problems, pain points, preferences, and perceptions (3Ps), enabling a comprehensive understanding of user experiences and informing targeted strategies for product enhancement and user satisfaction. The framework was well adopted and applied by other researchers inside the company.