When I was a part of an incredibly fast-growing company that meant that not everyone on our teams understood our customers. That problem opened the door to employees feeling disconnected and customers not receiving the content they were hoping for.
In an effort to rectify this problem in some way, myself and my team were given the incredible opportunity in 2018 to do a deep dive into one of the businesses I work for’s customer-base.
Me. A designer. Diving deep into customer data.
It. Was. Fascinating.
So the purpose of this project had many levels.
- Provide every team member with a better understanding of their customers
- Help writers, marketers, and designers create content and marketing copy that appeals to their interests and needs
- To help new members as we grow so rapidly easily understand who we create content for
But first...
I had to find out all the data points we needed. That meant listing every possible thing we could ever want to know and potentially leverage out of our customer data base.
But there were things we wanted to know that we couldn’t find out from Lytics. Things like How Do You Spend Your Leisure Time? What Is Your Current Level of Investment Knowledge?, etc.
So we did not limit ourselves to only using our current data.
We also asked our customers directly for answers.
We created a survey.
We incentivized them to take the survey with a few free reports. And then asked them any question that we could not get out of Lytics.
We also asked them to submit three long-form answers, as well.
- What excites you in life?
- What is your daily routine?
- Any feedback for us?
And surprisingly, over 3,000 people responded to the survey and 1,500 of them answered the long-form questions. It was a goldmine of data and information.
So now it was just a question of taking all of those data spreadsheets and moving it to the finish line.
The end result had two pieces.
- A 50+ page report of each data point we gathered from demographic data to financial background and lifestyle.
- 3 infographic posters that organized all of those 50+ data points into digestible, easy-to-read and understand content.
Below are examples of the types of deliverables myself and my team gave to St. Paul Research.
