A snippet of my published work.
Too Poor To Buy Cheap
Retailers face a myriad of challenges each year. From sustainability issues and pandemic-induced lockdowns to the ongoing quest to meet evolving consumer expectations in product development and services, as well as promoting diversity and inclusivity. At the same time, perennial challenges like addressing staff shortages, adapting to digital transformations, and navigating inflation persist and require continuous attention.
It's a lot to handle, isn't it? That's why we interviewed ten retail experts to find out what to expect.
Client
Fitzroy
Year
2022
Gen Z Wants Financial Zen
Gen Z is coming of age, and with adulthood comes the reality of managing money. Yet, young adults seem to have conflicting attitudes towards finances. To explore this further, we identified several tensions that we call "The Money Paradox."
For Fitzroy, I delved into the mindsets of young Dutchies to understand how they view money. To start, we conducted thorough desk research to establish a foundational understanding of their attitudes. To validate our findings, we surveyed 100 people between the ages of 16 and 29 to gain insights into their financial perspectives.
Client
Fitzroy
Year
2021
Qualitative and quantitative research, positioning, brand development
Heyleys
Heyleys is a platform designed to connect cancer patients, oncologists, and other key stakeholders. It allows them to explore the best options for treatment and discover new opportunities. Heyleys helps you find information on innovative treatments, and you might even be eligible to participate in clinical trials.
This was one of my first and largest research projects. While working with Heyleys, we interviewed patients, oncologists, hospital staff, pharmaceutical companies, and other stakeholders to create a platform that effectively connects patients with emerging treatment options.
Client
Fitzroy
IClusion
Year
2021
Qualitative and quantitative research, copywriting, product development
Zeitgeist Box - Triggers for change
While working in the Cultural Insights Department at Fitzroy, we noticed that the rest of the Fitzroy team needed a tool to integrate our research into their creative projects. In response, we developed the Zeitgeist Box, a resource that consolidates 25 key shifts and 75 emerging consumer values for marketers to consider.
The goal of the Zeitgeist Box was to provide valuable insights into evolving consumer behavior, media trends, and technological advancements. This way, the Fitzroy team could create more informed and relevant projects by incorporating these insights.
Client
Fitzroy
Year
2021
Pardon my French - 5 Food Trends From Paris
We collaborated with Artemis to create a whitepaper that explores five significant trends shaping the future of food and drinks, with insights drawn directly from Paris.
The whitepaper is divided into five chapters, each focusing on a food and drink innovation that caught the students' attention. Each innovation is linked to a broader shift, highlighting emerging consumer mindsets that food and drink marketers should be prepared to address in the near future.
Clients
Fitzroy
Artemis Academy
Year
2022
