Recent Projects
Teaching a Middle East Telecom Workforce to Think With AI, Not Just Use It
The Challenge:
The client had recently purchased a limited number of enterprise AI licenses and wanted to help employees understand how to use the technology effectively and responsibly in daily work. Many staff were already experimenting with the public version of ChatGPT, but without a clear framework for security, consistency, or measurable value. The goal was to create shared understanding of how GenAI could support real work outcomes while preparing for a broader organizational rollout.
The Approach:
We designed and delivered a 90-minute virtual training session for approximately 150 frontline employees, introducing practical frameworks for using GenAI tools confidently and creatively.
The session focused on three core employee priorities identified through internal surveys:
1. Task automation – freeing staff from repetitive work
2. Decision-making – using AI as a thought partner for analysis and planning
3. Quality assurance – maintaining accuracy and consistency in outputs
The interactive format included live demonstrations, structured examples drawn from real workplace scenarios, and guidance on prompt design, security guardrails, and best practices for responsible experimentation.
To extend learning, we provided a PDF toolkit organized around the three outcome categories and hosted optional open office hours for follow-up discussion.
The Outcome:
Participants left with a clearer understanding of how to integrate AI tools into everyday tasks while maintaining organizational standards for security and quality.
The session generated strong engagement and enthusiasm, leading to follow-up opportunities, including a leadership strategy workshop and a proposed innovation challenge where employees compete to design the most effective custom GPT aligned with business needs.
Client: Early-stage entertainment startup led by two MBA founders
Sector: Media & Entertainment
Focus: Latino audience content strategy
The Challenge:
The founders were exploring launch concepts for a new media venture focused on Latino audiences in the U.S. They needed nuanced, real-world insights into how Latino viewers engage with content — including what resonates, what feels misrepresented, and which platforms dominate their attention.
The Approach:
We designed and facilitated a series of qualitative focus groups and 1-on-1 interviews with a demographically diverse set of Latino participants, guided by a custom discussion guide developed in collaboration with the client. The session explored genre preferences, perceptions of cultural authenticity, emotional triggers in storytelling, and attitudes toward streaming vs. theatrical experiences.
The Outcome:
We delivered a concise, insight-driven report outlining:
Preferred content genres and emerging themes (e.g. multigenerational stories, identity exploration, bilingual narratives)
Key gaps in representation and authenticity in existing content
Recommendations for platform strategy (e.g. opportunity in Spanish-English hybrid FAST channels)
Follow-up research suggestions to inform go-to-market planning
This work gave the client a foundational understanding of their target audience’s emotional and cultural drivers — directly informing brand positioning, content acquisition, and pitch deck development.
The Audience Blueprint That Helped a Latino-Focused Media Startup Find Its Voice
Client: Asia-Pacific Division of a Global Insurance Firm
Sector: Financial Services / Insurtech
Focus: Risk profiling, behavioral segmentation, and digital product feedback
The Challenge:
The client sought to validate key findings from a 10,000-person quantitative study in Japan and test their behavioral segmentation framework in the Australian market. Rather than replicating a large-scale quant study, they needed qualitative depth — specifically cultural nuance, digital UX feedback, and practical messaging insight for local audiences.
The Approach:
We designed and conducted 20 in-depth interviews across Australia with individuals who self-identified into specific “risk personas.” Through a combination of direct questions, projective exercises, and prototype feedback, we uncovered how financial attitudes, cultural expectations, and lifestyle factors shaped insurance preferences.
We also layered in lightweight survey research to triangulate themes and strengthen the credibility of findings with the client’s internal stakeholders.
The Outcome:
Deliverables included:
A detailed findings report, organized by persona and mapped to purchasing behaviors
Actionable UX/UI recommendations for a proposed insurance app
A Communications Playbook that guided message framing by persona, product, and priority
Supplemental quantitative findings to add credibility and support internal buy-in
This work is now being used to inform the client’s go-to-market strategy for both product design and audience-specific marketing in the ANZ region.
The Psychology of Trust: Designing Better Digital Journeys for Insurance Customers in the Pacific Rim
Client: Drilling services firm based in the Middle East
Sector: Oil & Gas / Energy
Focus: Technical content marketing, brand positioning, and stakeholder trust
The Challenge:
The client needed a series of high-impact white papers to position themselves as an industry leader in drilling services. Their goals were to enhance brand credibility, support sales and marketing, and showcase innovation across operations, safety, and technology — all in a region with complex technical and regulatory dynamics.
The Approach:
We conducted a series of in-depth interviews with subject matter experts (SMEs) located throughout the Middle East to gather technical insights, success stories, and strategic perspectives. From there, we developed a set of long-form white papers, each designed to engage a technical audience while remaining accessible to key stakeholders and potential partners.
Sample Topics Covered:
Reliability-Centered Maintenance in Harsh Environments
Leveraging Advanced Tech for Drilling in Heavy Oil Reservoirs
Exceeding Global Health, Safety & Environmental (HSE) Standards
Each paper was built to be visually rich, including charts, imagery, and executive summaries for C-suite readers.
The Outcome:
Five fully developed white papers delivered on a rolling monthly basis
Materials used to support business development, PR campaigns, and investor presentations
Reinforced the client’s leadership and innovation in a highly competitive market
These white papers became central assets in the client’s international positioning and directly supported their ongoing sales outreach across the Gulf region.
