Portfolio

Objective: In partnership with Digitas North America and Vox Media, we tapped into the mindsets of creators and consumers to understand the future impact of AI’s influence on creativity, offering brand insights on how to create and connect in today's networked world.

Method: Surveyed over 2,000 U.S. adults representing the U.S. population that visit social media platforms weekly and create content during May 2024.

Impact: Fueled thought leadership press cycles and anchored Cannes 2024 Digitas and Vox content.

Objective: To reimagine Twitter revenue products based on the needs of consumers, advertisers, ad agencies, merchants and developers.

Methods: Included concept testing, A/B testing, IDIs, surveys, diaries and more. Most work included US, UK, JP, BR. Sample and design was often 2-sided: businesses/professionals and consumers/end users.

Impact: Early stage revenue positively impacted (Twitter 1.0).

Objective: Build a deeper understanding of how shoppers use YouTube in their purchase journey (including global nuances), which would directly support YouTube Ads narratives in-market. During the research, we learned that it plays a unique and surprising role while shopping in-store.

Methods: We surveyed over 24,000 people in 10 countries [US, CA, BR, UK, DE, FR, AU, JP, IN, KR] and conducted in-person interviews with 125 people to better understand how they use online video.

Impact: Insights published in several articles on Think with Google and featured in various YouTube marketing materials for over a year.

Objective:  To unpack the journey of how consumers switch between mobile apps and mobile web to shop (in short, it isn't as siloed as most think). The research supported Google's launch of Progressive Web Apps.

Methods: Conducted in-home task-based ethnographies with a small US sample, then fielded a survey to over 1,800 U.S. A18+ smartphone users.

Impact: Research published on Think with Google, AdWeek, featured at Mobile World Congress and Google Marketing Live (an annual global conference for Google's key clients).

Objective: Build upon Google's recent (at the time) market entry into the voice-activated speaker space by illustrating how brands can engage consumers in new audio-first ways.

Methods: In-home ethnographies to observe how US consumers were using their devices in context. Followed with a US survey to over 1,600 monthly active voice-activated speaker owners (Amazon Echo/Dot and Google Home), A18+.

Impact: Insights published on Think with Google and featured in Google's Consumer Electronic Show client collateral and marketing materials.

Objective: Showcase the power of Pinterest's audience and rich data to inspire future advertiser investment.

Methods: Mined 1.2 billion Beauty-category Pins, parsing out HEX codes to map movement of color trends over time. Developed a thought leadership story from the findings.

Impact: Several external journals and news outlets (e.g., Glamour) published the findings. Additionally, Sales, Marketing and PR were armed with unique press-worthy insights.

Objective: Put Pinterest on the map with industry conversations in the Food and Beverage space to help fuel press coverage and client conversations in this vertical.

Methods: Internal data mining of Pinterest user data within the Food & Beverage category. Surfaced unique trends that offered new insight into what consumers really wanted.

Impact: Insights published in several notable publications including the New York Times (where Steph was interviewed) and Food Business News.