DEMOCRATISING RESEARCH. Delivering foundational knowledge to Domain employees and customers
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KEY BUSINESS QUESTIONS ANSWERED
* How do we best segment and size our customers?
* How can we deeply understand them?
* What do we know, think we know and know we don’t know?
* How do we increase organisational understanding?
“CHALLENGE: A 25 year old business has relatively little primary data about the consumers it serves”
SOLUTION: A foundational research study of Australian property consumers that will create a knowledge north star and help us make better decisions.
APPROACH
Consulting with the business to create shared resource
- Cross functional consultation group of 31 people, 13 teams
- Behavioural segmentation
- Deep dive on 12 property ‘journeys’ - JTBD validation component - 8000+ surveys, 120 questions, 13 reports
KEY OUTCOMES
Reporting
- 12 page newspaper launch report to 800+ desks
- Company wide launch event
- 13 segment reports - 316 validated JTBD
Embedding
- Continued usage across product, marketing, content, SEO and strategy - Direct feed into several significant strategic product launches - Wave 2 commissioned (underway)
KEY OUTCOMES
My role: Sole Researcher Lead on research vision and survey design | Product and design collaboration | Leadership & Executive engagement | Launch and continuous embedding of knowledge
Stakeholders: Senior leadership across most of the business including Product design, Strategy, Data Science, Personalised Marketing Sales, Marketing
Collaboration: I formed a business wide consultation group to unify functions and to scale dissemination of knowledge and insights.
