User Research and Segmentation Expertise

With 8 years of experience in user research and segmentation, I specialize in developing and implementing comprehensive research strategies to optimize product utilization and market positioning. My expertise includes designing and executing a variety of surveys—such as Net Promoter Score (NPS) surveys, competitor analyses, penetration trackers, social media usage surveys, media consumption surveys, and product appropriation assessments—to gain deep insights into user behavior and preferences.

I have a proven track record of leveraging these insights to drive strategic decisions, enhance user engagement, and refine product offerings. By understanding user needs and market trends through detailed research, I enable brands to make informed decisions and achieve greater alignment with their target audience. My approach ensures a data-driven strategy that enhances product relevance and maximizes market impact,

Driving User Experience and Acquisition at Salams App

In my role at Salams App, I led initiatives to improve digital user experience and boost account acquisition through targeted advertisements and strategic links. My responsibilities included conducting in-depth acquisition research across diverse digital platforms, with an emphasis on data-driven decision-making.

Key Achievements:

  • Strategic A/B Testing: Executed rigorous A/B testing to refine acquisition strategies, ensuring more efficient funnels and outperforming our competitor Muzz in both organic and influencer campaigns. Insights from this testing highlighted the need for improved community engagement, updated app design, and more inclusive marketing efforts.

  • Qualitative Research: Conducted over 100 qualitative interviews across UK, US, and Canada to explore cultural marriage practices, enhancing insights into target audience behaviors and preferences.

  • Competitor Analysis: Conducted detailed competitor analyses to assess value perception, app navigation, and brand positioning. This analysis informed a rebranding strategy that improved visual appeal and led to a 36% increase in user engagement in the first half of 2024.

  • Brand Perception and Diversity: Utilized research findings to enhance brand perception, achieving a 13% increase in positive sentiment across core markets from late 2023 to mid-2024. Additionally, brand diversity sentiment surged by 60%, reflecting a more inclusive and resonant marketing approach.

These initiatives substantially improved our digital presence, user engagement, and brand perception, demonstrating my ability to drive effective marketing strategies and deliver significant results.