1) [digital marketing] consulting (proposal)
client: internal project of FRUM [Seoul, South Korea]
problem: cosmetics brands of Amorepacific (AP)'s are not fully utilizing digital marketing touch-points compared to their global competitors
my role and contribution: project manager/main researcher (80%)
my approach
A. discover
desk research: researched AP and its competitors' brand portfolios and available digital marketing touch-points for AP
field research:
interviewed door-to-door salesperson, coworkers, friends and family members to understand cosmetics industry and customer purchase behaviors
visited stores (e.g. department store, duty-free shop, boutique chain, hypermarket, cosmetics section at airports) to understand customer behavior and available digital marketing touch-points
heuristic evaluation: based on usability heuristics guidelines and my previous experiences, evaluated AP and its competitors' digital touch-points utilization
benchmark: identified key lessons from AP's competitors regarding owned and earned media digital touch-points
B. define
key terms: defined digital touch-points (i.e. web, mobile app/web, social network service, browser compatibility) and brand category (i.e. high-end) to focus in this project
consumer journey map: based on McKinsey's report on Consumer Decision Journey, created hypothesis on possible digital touch-points in each step
iterative discussion: researched and presented to internal consultants to receive feedback and repeated this process
areas to improve: discovered key digital channels to improve compared to competitors' digital marketing initiatives
C. develop: N/A
D. deliver: N/A
my result: presented my research to CEO of FRUM
impact: N/A due to proposal nature
2) [digital marketing] competitive research
client: Hyundai Motor Company (HMC) [Seoul, South Korea]
problem: client needed to find innovative ways to promote its brand compared to its global competitors
my role and contribution: main researcher (95%)
my approach: conducted in-depth research on available reports such as VentureBeat to find lessons for HMC; utilized my past UX and overseas experiences to bring insights on digital marketing
my result: submitted my research result
impact: my research result was distributed to the client for new digital marketing ideation
3) [marketing research] survey analysis
client: internal project of Northwestern Memorial Hospital (NMH) [Chicago, USA]
problem: NMH's Marketing Department wants to make quarterly-distributed internal medical staff news to be both informative and useful for physicians at its hospital
my role and contribution: main researcher (95%)
my approach: asked for previous survey results and analysis to gain insights, communicated with manager to understand direction of marketing research analysis, compiled and analyzed current survey data, and put background, objective, methodology, findings, implications and recommendation into PowerPoint slides
my result: presented analysis summary to Director of Communications
impact: my research result was used to improve Med Staff News quality to deliver most-wanted and highly-requested features of its readers