Mixed Methods Generative Research for Fortune 50 Company

Awesome undertaking with excellent collaboration to discover key factors associated with customers abandoning a monthly subscription service after the free trial (M0) or after the first paid month (M1) in Mexico and Brazil.

The main purpose of this generative research was to generate insights and solutions to subscription churn. I used an anthropological lens to not only discover user needs, but technological barriers, legal restrictions to automated recurring credit card transactions, and the social contruct of middle class consciousness. This is perhaps my favorite research of all time as it put all of my skills to the test.

Impact:

Delivered unique legal, technical, and cultural intelligence into why customers are abandoning the Game Pass subscription in M0 and M1 in Brazil and Mexico.

Helped Fortune 50 company stay ahead of industry trends by identifying key areas where competitors are outperforming them in the subscription payment process.

Improved customer retention by identifying key intelligence about issues driving customers away.

Improved region specific pricing model.

Recommended a better product design to accommodate customer’s needs.

Successfully advocated additional research in Brazil and Mexico.

Reduced corporate research costs by proposing to conflate research with the marketing department.

Key Methods & Responsibilities: 

  • Secondary research: economic anthropology in Mexico & Brazil
  • Construct survey questions two countries
  • Manage translation and legal compliance
  • Conduct remote international interviews
  • Analyze data
  • Make recommendations 

Mixed Method Evaluative Research for Fortune 50 Company

Iterative design is a design methodology that involves continuously refining and improving a design through a cyclical process of prototyping, testing, and researcher feedback to design and other teams.

This research was conducted on an interactive Figma prototype and allowed designers to make incremental improvements to a website design based on user interview insights, resulting in a final product that was better-tailored to user specific needs and preferences.

The impact of my research led to reduced development costs by catching design flaws early on in the development process, this research minimized the resources required to make significant changes after the website was built.

In addition to customer interviews and journey mapping, I designed timed tests and a quantified sentiment score that helped validate the qualitative findings.

I also conducted post-research surveys to evaluate customer loyalty and research experience satisfaction. The impact was an in-depth understanding of how the research created a high level of customer satisfaction and loyalty.

Key Responsibilities: 

  • Interview stakeholders 
  • Create screeners & recruit participants (UserTesting.com)
  • Write interview script 
  • Remotely guide participants through designs
  • Document and decode qualitative and quantitative data
  • Write findings report (slide deck plus full report)
  • Deliver recommendations to stakeholders and designers


U.S. Department of Justice, Office of Violence Against Women

Dreams Deferred: A Survey on the Impact of Intimate Partner Violence on Survivors’ Education, Careers, and Economic Security (12/2018)

In collaboration with the Institute of Women’s Policy Research, I designed qualitative and quantitative survey questions to learn the economic impact of domestic violence in the United States. Provided expert review of qualitative research interpretations and statistical analyses. Created policy recommendations for the US Department of Justice to change the national response to domestic abuse. Research funded by the Office on Violence Against Women (OVW), U.S. Department of Justice (Grant No. 2015-SI-AX-K407).


University of California, Irvine Master’s Degree Thesis

American Youth: Children’s Exposure to Domestic Violence in America: Effects of Black American Families and Education (06/2020)

Analyzed the National Survey of Children’s Exposure to Domestic Violence, a data set consisting of 3,800 variables and 4,039 cases under the advisement of marketing guru, Dr. Connie Pechmann.

I built linear and logistic regression models to test metrics, and tested significance and strength of psychosocial outcomes associated with children’s exposure to domestic violence. Predicted likelihood of a child witnessing domestic violence based on household demographic characteristics.

I presented my findings to the UCI Department of Social Sciences and successfully argued my logistical regression techniques and analysis.

My research was funded by the California Department of Rehabilitation.  

Mexico Department of Education (SEP)

Responsibilities: 

  • Collaborate with La Paz’s department of education and research university (UABCS)
  • Recruit participants (snowball method)
  • Interview participants
  • Decode qualitative narratives
  • Create solutions to low female graduation rates (customer desertion)

Results

Successfully argued for a center for domestic violence to be installed at the university.


University of California, Irvine Anthropology Honors Program Research

California’s Children in Family Court: Belonging, Violence, and Victimization (06/2019)

Designed qualitative research to determine the relationship between the state of California and domestic violence.  

Based on 18 months of observing domestic violence court cases, I documented and decoded victim narratives, judicial findings, and quantitative data at Lamoreaux Justice Center in Orange County, California, I created grounded theory about two arms of the law which contradictarly protects the best interest of the child while simultaneously allowing children’s records to be available for public consumption. I made policy recommendations to improve the best interest of the child doctrine in California.

I completed my research under the advisement of Ethnographer Dr. George Marcus, Medical Anthropologist Dr. Angela Jenks, and Psychologist and Violence Expert Dr. Al Valdez.

I was awarded the highest research grant possible by the University of California, Irvine, Department of Undergraduate Research Opportunities (UROP) and I received an award for outstanding research.

The UCI Anthropology Honors Research Program is an intensive research program carefully led by the country’s top qualitative researchers. The program is offered to a small select group of high performing anthropology students.

Schedule a Remote Meeting

I would love to hear your feedback or answer any questions you may have.

Schedule Now