Experience & Engagement

Finding your target mindset requires time and familiarity.  Committing to finding the smallest niche you can serve well requires discipline. I work with you to develop target persona(s) that answer questions like: what do your target(s) want from their experience(s) with you? What do your target(s) want that you are in a position to impact? What is the basis for a shared purpose with this target? What job are they hiring you to do? I help you immerse in your target's journey(s). Who/what is exerting influence along the way? This understanding has strategic implications with especially valuable applications on your marketing communications and product/service development.

 Entrepreneur Jane Larson of Sfumato Fragrances & Castalia Scented Cocktail Bar in Detroit, Michigan

Entrepreneur Jane Larson of Sfumato Fragrances & Castalia Scented Cocktail Bar in Detroit, Michigan

 
 Entrepreneur Antonia Dillon of Binefit Storage, a boutique storage experience in Detroit, Michigan

Entrepreneur Antonia Dillon of Binefit Storage, a boutique storage experience in Detroit, Michigan

Exploring & activating specific communities

While my expertise spans many types of communities, I have a particular volume of experience with:

  • the healthcare ecosystem (patients, physicians, front-line staff, administrators, hospital purchasing staff)
  • entrepreneurs & small businesses
  • Baby Boomer "retirees"
  • art patrons
  • pet owners
  • craft beverage consumers
  • data security practitioners
  • the personal & commercial insurance ecosystem
  • financial service consumers (investors, businesses) 
 

engagement methodologies include

  • Primary qualitative market research:
    • In-depth interviews
    • Digital online studies
  • Hybrid (quali-quant) methods:
    • Social media listening
  • Secondary market research:
    • Long-tail search and synthesis of unstructured publicly-available and proprietary source material