Recent Projects
Latino Media Preferences: Strategic Audience Insight for a Media Startup
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.
Behavioral Segmentation & UX Insights for Global Insurance Client
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.
Thought Leadership White Papers for a Middle East Oil & Gas Client
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.
