3. SURVEY THOUGHTS ON PLAYLISTS
1. F# knew their unique ad
campaigns were successful, but
wanted to get a better
understanding of the audience
that enjoyed their music-based
banner ads, as well as their
music-listening habits on a daily
basis.
2. I was tasked with designing a
survey, distributing it and
analyzing the results.
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Task
4. 1. My first order of business was
having a brainstorm session with
members of the Marketing team
and the UX team to learn all the
questions they hoped would be
answered in this survey.
2. Afterwards, I consulted a number
of blogs to learn how to craft a
survey that would yield usable data
and navigate common pitfalls i.e.
the halo effect, and conducted a
closed survey on the F# office.
3. After tweaking my survey based on
my co-workers’ feedback, I opened
the survey to the public and later
analyzed the data. 3
SURVEY THOUGHTS ON PLAYLISTS
Methodology
5. 1. One of the most crucial findings of
this research was that, despite
participants having a relatively low
number of playlists, (43.7% of our
respondents only had between 1 –
10 playlists), these compilations
proved to be a major method for
listening to music on a regular
basis.
2. Of participants with 1 – 10
playlists, 48.08% listened to
playlists ‘A few times a week’;
13.36% listened to playlists ‘Once
a day’; and 19.23% listened to their
playlists ‘Multiple times a day’.
4
SURVEY THOUGHTS ON PLAYLISTS
Results
7. PERSONA CREATION
1. Identifying with our audience in a
more intimate manner would
allow us to create ads that appeal
more to certain audience
members.
2. Rather than learning the behavior
of 12-18 year old females, adult
females 18-35, or mothers 32
and older, we wanted to learn the
behaviors of Ashley Wilson,
Jessica Quinn, and Molly Harris,
each of whom puts a premium
on self-expression in their online
lives.
6
Task
8. PERSONA CREATION
1. I compiled a number of research
studies that explored various age
groups and their online conduct
2. As I pored through the research,
I identified the common
behaviors as it relates to the
digital space.
7
Methodology
9. PERSONA CREATION
1. Our personas will continue to be
refined as we learn more about
our audience behaviors as it
relates to F# and their music-
based ads.
2. The insights on social media use
from the Thoughts on Playlists
survey also informed the persona
creation.
8
Results
11. AUDIENCE RESEARCH SEAPUNK
1. There are a number of musical subcultures with distinctive
music tastes and fashion sensibilities. My latest project had
me conducting an in-depth analysis on a musical subculture
to identify whether or not members associated with it
exhibited affinities to particular brands.
10
Task
1 2
3
Witch HouseSeapunk
Beastcoast
12. AUDIENCE RESEARCH SEAPUNK
1. Given that this project involved
scrubbing participants’ Facebook
profiles and making a
spreadsheet of their ‘Likes,’ I
chose the nautical themed
subculture, Seapunk.
2. The very distinctive fashion style
(mainly, dyeing one’s hair blue,
green or turquoise) was just one
method of accurately identifying
members of the Seapunk
subculture.
11
Methodology
13. AUDIENCE RESEARCH SEAPUNK
1. In time, the data from the
spreadsheet revealed
that, yes, there were indeed
certain brands that members of
Seapunk preferred.
2. Using my research as a jumping
off point, the next steps of the
Subculture Analysis research
project involve developing a plan
to create a FaceBook Scraper so
we can analyze any subculture of
our interest!
12
Results
FaceBook Scrapper
Popular Music Popular Brands
15. USABILITY STUDY
1. F# was creating a product for
their clients, but wanted to
ensure that the product met their
needs.
2. To get this feedback in a timely
fashion, we decided an agile
development process would be
prudent.
14
Task
16. USABILITY STUDY
1. My first task was to create a
protocol for the usability study.
2. Observing participants using
Silverback application, I collected
data, recording interesting
behaviors as well as how
participants might use the
product in a typical day, and
their suggestions for improving
it.
15
Methodology
17. USABILITY STUDY
1. The accumulation of data
allowed for a quick iterative
process, which improved the F#
product quickly and efficiently.
2. As an example, clients can read
the campaign description and
information I wrote for Les
Misérables, view the campaign in
action on Spotify, and determine
whether they are interested in
this particular product.
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Results
