This research project aimed to answer the questions: How do merchants want to communicate with their customers? What do consumers want to hear about from merchants?
Approach: Diary study with consumers to track and catalogue their interactions with businesses. Followed by one-on-one field interviews with merchants and consumers.
Outcomes: Insights into current behaviors, identified gaps between merchant goals and what they are able to do, and recommendations for communication content and frequency.
This was a team research project where the interview moderation and analysis were shared. I was responsible for working with the Product Manager, determining the study goals and research approach, and guiding the final set of insights.