Field research for global marketing plan
Project background
Novartis, a leading multinational pharmaceutical company engaged with Tigerspike to conduct a series of user research studies to investigate the multi tiered process’ involved in creating their annual global marketing plan.
What we did
By working alongside stakeholders, listening to their experiences and studying their workflows and processes, we were able to extract insights that added value and benefit to the broadest possible audience.
To enable us to gather as much insights as possible, we employed several user research methods to offer us a shallow but broad perspective across the business as possible within the timeframe.
My role in the project
– Conduct 1-2-1 face to face interviews with members of the Global Brand Teams, Business Insights, CPO’s, Market Access and Local Brand Teams
– Conduct 1-2-1 phone interviews
– Conduct focus groups
– User shadowing and contextual enquiry
– Develop personas
– Create Experience maps
– Workshop facilitation and Findings presentation
The project team
Tony Kerchhoff (Senior UX/UI Design), Judit Layana (UX Research), Greg Taylor (Head of UX), Kevin Thomas (Solution Architect) Rui Silvestre (Senior iOS Developer) Ashley Groves (QA – Software Quality Engineer), Richard Fort (Project Manager), Cameron Franks (Commercial Director)
