Effective product marketing means mapping audience insights to product features.
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Business challenge:
Nokia OZO - was an incredibly innovative sound division of the technology company. The problem was, the engineers who built the audio experiences and the marketing teams responsible for getting consumers excited about OZO, weren’t clear about how people would interact, think, feel about new features. They needed in-depth consumer research to build personas that identified the needs and desires of each audience and then translate that into marketing messages that mapped to the OZO product experience.
My approach:
Consumer research: I led focus groups and interviews to understand audience lifestyles and conducted a sound test to understand how people responded to the OZO product experience.
Marketing personas: I crafted colorful personas rooted in the research insights and gave the product marketing team the key messages that would most resonate with each group.
Product recommendations: I delivered product recommendations to help improve the product experience in a way that would make OZO more compelling to its target audience.
My impact on the business:
More often than not, consumer research sheds light on opportunities that reach far beyond marketing. In the case of OZO, the studies surfaced findings that product managers and engineers used to inform their roadmap, ultimately developing features of OZO sound experience that are in market today.