Behind the Insight

A place to share the highlights of projects where the research deserves some time in the spotlight.

VCU Health | Campaign (Live Client)

  • We were asked by the Division of Colon and Rectal Surgery to provide education about anal cancer to high-risk women who may not even be aware of their risk factors. 

    In my research, an Ob/Gyn described how patients with a lot on their plates actively “make time” for others’ health but leave their own as something to passively “find time” for.

    For these women, other people’s health demands attention, while personal health asks them to create it. Dedicating time and attention toward their own health was another responsibility and pressure.

    Even as these women begin to display symptoms, they are in need of motivation. So while we couldn't entirely erase the stress medical procedures, we searched for ways to simplify and streamline the process. Positive encouragement to seek out care that didn’t feel like another burden.

    My Role: Strategist (Lead Patient and Provider Research)

    Qual Methods: 1:1 Interviews, Survey Design & Analysis

ASL Interpretation | Research

  • I was asked to find a category insight, and I chose ASL interpretation and translation because I’m involved in dance communities but not as familiar with other ways of engaging with entertainment.

    I discovered in that class that I had been treating interpretation the same way that many others treat performance: recognizing the end product while overlooking the effort behind it.

    The students in that class helped me explain how performance is valued by brands because of its proximity to specific communities, but the cultural power of performance actually comes from the process behind it.

    It can be tempting to flatten performance to an aesthetic, but borrowing without truly engaging “can make [performance] mainstream while alienating the community who created it” - Gallaudet University Student.

    Qual Methods: 1:1 Interviews, Ethnography (Observation & Shadowing), Survey Design & Analysis, Social Listening

Waffle House | Campaign

  • We were asked to develop a campaign and comms plan for Waffle House, which was dealing with the after-effects of an egg surcharge. 

    We surveyed people both inside and outside of the South and learned that the chaos that pushed some people away was what also made Waffle House a Southern staple. 

    Outsiders believe Waffle House has “airport energy…anything goes energy” - California resident. But for insiders, it was akin to “the holy land” - Virginia resident.

    Instead of trying to change its reputation, we decided to lean in with a FOMO-based “You Had to Be There” campaign. Waffle House superfans were describing an acquired taste; love developed in spite of, and sometimes enhanced by, what others saw as a deterrent. 


    My Role: Co-Strategist

    Qual Methods: Field Research, Social Listening, Survey Design & Analysis

Red Bull Dance | Trend Analysis

  • We were asked to identify an opportunity that a brand could leverage. With an interest in entertainment and culture marketing, I chose Red Bull’s dance competitions, which have been gaining popularity in dance and music culture. 

    I noticed that Red Bull Dance labels a portion of its competitors as “wildcards” and suggested a combined social campaign with UNO using their shared interest in connection and play.

    But that project stands out because it turned a one-week assignment into an obsession. I transitioned from watching clips of the competition, to taking workshops, to flying to Boston for the Qualifier, to watching a midnight livestream of the World Final a year later. 

    Qual Methods: Field Research, Social Listening, Trend Analysis