Work

A software company managing multiple SaaS products following a merger needed to rationalize pricing and bundling across distinct customer bases - with overlapping user definitions, competing stakeholder priorities, and no clear picture of how customers valued different product combinations.

I partnered with a research agency from study design through delivery. That meant reviewing and refining the conjoint design to balance stakeholder requests against best practices, leading survey programming and advanced data quality screening, running the conjoint analysis (hierarchical Bayes estimation), and integrating data across three separate customer database extracts.

My core deliverable was a pricing and bundling simulator built and calibrated to let the leadership team explore real-world scenarios, cut by audience, and stress-test strategic options before committing. I also built reporting dashboards, wrote a simulator user guide, and led the client through a handoff session.

A golf training and technology brand needed to answer two questions at once: what should we charge, and what features actually matter to our customers?

The study combined Van Westendorp (willingness-to-pay thresholds) and MaxDiff (feature prioritization) in Sawtooth Software, designed to quantify both dimensions in a single research study. I owned the research effort end-to-end — methodology recommendation, study design, survey programming, sample procurement, analysis, and a final insights deck.

The outputs gave the client a clear view of defensible subscription pricing and a ranked picture of which features drove perceived value for both customers and prospects. Revenue curves showed the demand implications of different price points, giving the client a data-driven basis for setting subscription tiers before launch.

A direct-to-consumer fashion brand needed to understand purchase behavior and engagement across multiple distinct customer audiences.

The first engagement: a 100-question survey across 7,000 respondents, analyzed and delivered as an insights report across six customer segments. I then executed a second study end-to-end, covering questionnaire design, programming, analysis, and final report, built around a specific retention problem leadership needed data to act on. Both studies included thematic analysis of open-ended responses to surface the qualitative story behind the numbers.

Beyond the research, I built reports to track sales performance and incentive-based earnings, giving the team real-time visibility into monthly trends and bonus eligibility. I also evaluated and integrated AI tools to increase efficiency and speed to insights.

A global apparel brand wanted to go beyond who their customers were and understand how they actually behaved: how they shopped, what they bought, and how they engaged with the brand.

Working with a research agency, I ran a behavioral segmentation analysis using transactional data, style preferences, email engagement, and loyalty program behavior across 20,000 consumers. The goal was to validate and extend a prior behavioral segmentation on a larger, more representative sample.

The insights report gave the marketing team a clearer picture of how their customer base behaved at scale, including which products and patterns resonated with which segments and how to reach different types of consumers more effectively.

A global enterprise in the cybersecurity and identity protection space needed to understand the distinct personas making up their customer base across multiple products and two very different types of users.

Working with a research agency, I built separate segmentations for professional and consumer audiences, drawing on survey data from existing product users as well as a third-party panel. The analysis yielded six segments in total, each profiled by product knowledge, use case, and customer journey. I also developed a typing tool for ongoing use in focus group recruitment, and a predictive model to identify the characteristics most associated with being a customer of the brand.

The deliverables gave the team a better understanding of their customers, and the tools needed for future research and customer acquisition.