Goal
Conduct a comprehensive research study on the perception of potential German customers regarding the concept of a secondary market for event tickets. Identify any cultural differences that may impact the development of an effective messaging framework and compelling content.
Role
Project initiator and lead
Timeline
The project was completed over a period of three months, from inception to presenting the findings and recommendations to various teams, including brand marketing, international business, and product development.
Approach
I partnered with a UX researcher to create a research plan that addressed the concerns of key business stakeholders. I also provided various German translations of the test material, ranging from casual to formal. To execute the plan, we worked with a German market research institute that conducted user interviews and assisted with logistics on the ground.
We traveled to Germany and met with 40 study participants, covering four regions. Our research focused on testing vital brand attributes and concepts, brand personality, and voice preference. We shared our insights with senior leaders, and the findings informed the brand positioning for the German market.
Deliverables
The research study produced quantified customer feedback to inform the brand strategy. In addition, we developed a content style guide and content strategy for the German market. The study was well-received within the global content strategy community, and I was invited to present the research at Confab in Minneapolis and Confab Europe in Barcelona.
ANDREAS WOELK 