Sheana Ahlqvist ran all projects.

1. Win-loss interview research

2. Velocify wanted to understand why some
potential customers chose to use their
service, while others did not. I conducted a
series of qualitative interviews to
understand why deals failed to close.

3. Skills Used
Consumer Reseach
Business Insights
Strategy

4. I worked with the VP of product to define the goals of the research: to
understand existing product gaps and points of friction in the sales
process. I developed and conducted semi-structured, qualitative
interviews to understand potential clients’ business needs and how
they decided on a final solution. I distilled this into a set of actionable
recommendations and presented them to the VP of product.

5. I choose to utilize qualitative methods because of a relatively
small participant pool. The final presentation included graphical
plots of descriptive statistics and focused on identifying
opportunities for both the product team and the sales team.
Rationale for solutions

6. Business Outcomes
I identified points of friction in the sales process and
specific product limitations that could be improved to
encourage client acquisition & retention.

7. Customer Satisfaction Analysis

8. Z.E.N. Foods needed to understand the core
value propositions that most resonated with
their clients.
An online survey was developed to assess NPS,
core value propositions, and reasons for churn
(among past clients only). This was tied to
customer performance data.
The results identified the value propositions
most likely to predict satisfied, long-term clients
and revealed underperforming programs that
should be eliminated.

9. STRATEGYSTATISTICSCONSUMER RESEARCH
Skills Used

10. Following client intake, I developed the questionnaire, deployed the survey, ran
statistical analyses including multiple regression, factor analyses, and interaction
models, and identified key opportunities and weaknesses in the business. I
presented the results directly to the CEO and Head of Marketing.

11. Rationale for Solutions
Quantitative research allows for robust analyses and is appropriate
when there is a clear question to be examined and there are
sufficient participants available. Tying attitudinal (survey) data to
financial (behavioral) data also ensured that the findings would be
valid predictors of future customer behavior.

12. Business Outcomes
Identified a strategy to increase
their Net Promoter Score by 18
points by eliminating
underperforming programs.

13. CG Master Academy
Pricing Analysis

14. CG Master Academy, an online computer graphics
education platform, wanted to understand the
potential outcomes of introducing new pricing
models. Classes were being offered a rate of $699
per course with one-time access. They were
considering adding two new options: a reduced-
price option for reduced access and an upcharge
for the option to have ongoing access to the
course content at its conclusion.

15. SKILLS USED
Statistics
Strategy
Consumer Research
Business Insights

16. I completed full intakes with the CEO, Head of Marketing, and Head of
Student Affairs to develop a targeted survey which included an
experiment on pricing. I computed estimated revenue, including
estimated student attrition, under 4 experimental pricing models and 1
control model. I ran an analysis of variance and other statistics to
identify one program that would significantly increase their revenue.

17. Rationale for solutions

18. An experimental study design was used to establish causality, i.e.,
which change in pricing would cause a change to revenue? Survey
items were also collected to understand market segmentation.
Current students, former students, and potential students were
included in the study to identify whether changes in the pricing
model could potential attract new types of students.

19. I identified a pricing model that would
increase their topline revenue by more
than $27,000 per semester.
Business Outcomes