Jameelah Khalid-Khan

646.660.0477 jkhalidkhan@gmail.comColgate University

Research Portfolio

Thoughts on PlaylistsSurvey

3

SURVEY THOUGHTS ON PLAYLISTS

1. F# knew their unique ad campaigns were successful, but wanted to get a better understanding of the audience that enjoyed their music-based banner ads, as well as their music-listening habits on a daily basis.

2. I was tasked with designing a survey, distributing it and analyzing the results.   

\\ Task

4

1. My first order of business was having a brainstorm session with members of the Marketing team and the UX team to learn all the questions they hoped would be answered in this survey. 

2. Afterwards, I consulted a number of blogs to learn how to craft a survey that would yield usable data and navigate common pitfalls i.e. the halo effect, and conducted a closed survey on the F# office. 

3. After tweaking my survey based on my co-workers’ feedback, I opened the survey to the public and later analyzed the data. 

SURVEY THOUGHTS ON PLAYLISTS

\\ Methodology

5

1. One of the most crucial findings of this research was that, despite participants having a relatively low number of playlists, (43.7% of our respondents only had between 1 – 10 playlists), these compilations proved to be a major method for listening to music on a regular basis.

2. Of participants with 1 – 10 playlists, 48.08% listened to playlists ‘A few times a week’; 13.36% listened to playlists ‘Once a day’; and 19.23% listened to their playlists ‘Multiple times a day’.

SURVEY THOUGHTS ON PLAYLISTS

\\ Results

Persona Creation

7

PERSONA CREATION

1. Identifying with our audience in a more intimate manner would allow us to create ads that appeal more to certain audience members. 

2. Rather than learning the behavior of 12-18 year old females, adult females 18-35, or mothers 32 and older, we wanted to learn the behaviors of Ashley Wilson, Jessica Quinn, and Molly Harris, each of whom puts a premium on self-expression in their online lives.

\\ Task

8

PERSONA CREATION

1. I compiled a number of research studies that explored various age groups and their online conduct

2. As I pored through the research, I identified the common behaviors as it relates to the digital space.

\\ Methodology

9

PERSONA CREATION

1. Our personas will continue to be refined as we learn more about our audience behaviors as it relates to F# and their music-based ads.

2. The insights on social media use from the Thoughts on Playlists survey also informed the persona creation.

\\ Results

Audience Research: Seapunk

11

AUDIENCE RESEARCH SEAPUNK

1. There are a number of musical subcultures with distinctive music tastes and fashion sensibilities.  My latest project had me conducting an in-depth analysis on a musical subculture to identify whether or not members associated with it exhibited affinities to particular brands. 

\\ Task

1 2

3

Witch HouseSeapunk

Beastcoast

12

AUDIENCE RESEARCH SEAPUNK

1. Given that this project involved scrubbing participants’ Facebook profiles and making a spreadsheet of their ‘Likes,’ I chose the nautical themed subculture, Seapunk. 

2. The very distinctive fashion style (mainly, dyeing one’s hair blue, green or turquoise) was just one method of accurately identifying members of the Seapunk subculture.

\\ Methodology

13

AUDIENCE RESEARCH SEAPUNK

1. In time, the data from the spreadsheet revealed that, yes, there were indeed certain brands that members of Seapunk preferred.

2. Using my research as a jumping off point, the next steps of the Subculture Analysis research project involve developing a plan to create a FaceBook Scraper so we can analyze any subculture of our interest!

\\ Results

FaceBook Scrapper

Popular Music Popular Brands

Usability Study

15

USABILITY STUDY

1. F# was creating a product for their clients, but wanted to ensure that the product met their needs.

2. To get this feedback in a timely fashion, we decided an agile development process would be prudent.

\\ Task

16

USABILITY STUDY

1. My first task was to create a protocol for the usability study.

2. Observing participants using Silverback application, I collected data, recording interesting behaviors as well as how participants might use the product in a typical day, and their suggestions for improving it.

\\ Methodology

17

USABILITY STUDY

1. The accumulation of data allowed for a quick iterative process, which improved the F# product quickly and efficiently.

2. As an example, clients can read the campaign description and information I wrote for Les Misérables, view the campaign in action on Spotify, and determine whether they are interested in this particular product.

\\ Results

Thanks for Your Time!