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Audience Insights & Strategy
Company:
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Market Positioning
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Consumer Research
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Qualitative Research
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Audience Profiling (Pen Portrait)
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Social Listening
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Research Analysis
Artist Insights & Strategy (Conan Gray)
The What:
Universal Music Group's Research & Insights team manages extensive consumer data and delivers unique perspectives on the attitudes and behaviors of today's music fans. The team wanted to create a comprehensive artist and brand audit of Universal's new signee, Conan Gray
The How:
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Market Positioning: I first compiled comparison artists and communicated them to UMG's surveying partner to uncover awareness percentage data in six key markets (Germany, France, UK, US, Italy, Spain) and positioned Conan Gray in the artist landscape (emerging, developing, established, global superstar)
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Connection Drivers: Collected qualitative audience data from custom and syndicated market research tools such as Crimson Hexagon to conduct social listening research and understand how audiences are connecting with Conan Gray via social media (Twitter, Youtube, Instagram)
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Audience Profiling: Through analyzing the brand affinity results from Affinity Answers, I communicated with the team's graphic designer to create Conan Gray's audience profiles. The pen portraits below depict his audience's hard variables (age, appearance) and behavioral attitudes (lifestyle, media consumption, purchase decision, etc.)
The Impact:
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Social Media Strategy: After analyzing Gray's social media engagement by platform and content, I came up with a social media plan to increase content related to his "best self" (others include artist self and real self) to build the aspirational part of his brand
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Advertising Strategy: I evaluated how audiences connect with Conan Gray and implemented ad placements in content that appeals to his fans based on the audience profile
Project II: Uncovering Consumer Insights (Katy Perry)
The What:
The team wanted to analyze Katy Perry's evolution as an artist in the past ten years and determine how her audience had been reacting to the changes to best position her brand.
The How:
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Data Collection: Collected qualitative audience data from custom and syndicated market research tools such as Crimson Hexagon to conduct social listening research
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Data Analysis: Developed a POV report breaking down strategic recommendations for Katy Perry, based on audience sentiments and competitive analyses between Katy Perry and other artists in similar markets and genres
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