There are many initiatives at TripAdvisor, part of my work has focused on brand and marketing research. Below are some examples of work I’ve done over the years to help the brand and marketing teams outside of product research.

• Global focus groups with users to establish our primary focus and biggest brand assets.
• Validated the different positioning statements of TripAdvisor to determine what captured TripAdvisor and was most motivating to users.
• Established personas for marketing and product purposes to help the teams know the difference between general traffic and core users.
• Worked with the team to transform the brand position into many different aspects of the brand including TV ads.
• TV Ads:
  • Early concepts of TV ad were tested repeatedly with users and non users.
  • Focus groups, IDIs and Online focus groups
  • Basic copy testing conducted in multiple countries to determine if the message was relevant and motivating.
  • Helped establish what part of the message was being communicated and how to tweak the ads to deliver better results.
• Established a brand tracker survey that collects TripAdvisor and competitor brand awareness in 13 different countries.