Rigorous research unlocks insights that will inform brand and business
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Business challenge:
PayJoy, a fintech start-up with more than 6 million customers, was successful as a first-to-market lending service. But competition was heating up and PayJoy needed to give consumers a reason to choose its service over the lower-cost alternatives. Developing a meaningful brand meant we needed to better understand the target consumer, and then build a brand that was relevant to them .
My approach:
Global research: I leveraged global research partnerships to conduct qualitative and quantitative studies in Mexico, Brazil and Colombia to identify the needs, challenges and general lifestyle of the PayJoy audience.
Video development: I worked with creative agency partners to develop consumer insight videos about the audience to give internal PayJoy teams a clearer perspective on who PayJoy serves.
Product positioning: I used research insights to develop the product positioning statement and core messages for each PayJoy lending product.
Brand territories: I armed the PayJoy leadership team with conceptual territories as the foundation for the brand strategy.
Developing customer personas via qualitative research in Brazil
Surfacing business insights via qualitative research in Mexico
Developing a persona video for internal teams
My impact on the business:
PayJoy is a mission-driven company. My work ensured the mission was meaningful to the customers worldwide, not just the San Francisco-based team.
Leveraged quantitative research to surface statistically-significant insights that informed business policies and marketing spend
Aligned leadership team around the opportunities for the business in light of competitive strategies
Armed creative teams with strategy to ensure marketing investments would deliver stronger return