What I Make

Case Study 01 / Content, ABX, Thought Leadership

Payments in
Transition

A global, co-branded thought leadership study built with ACI Worldwide. I built it around a blind spot the market did not know it had, and turned that recognition into enterprise pipeline.

The Core Insight

Enterprise fintech buyers were confident about their own readiness. Their infrastructure told a different story. I found that gap and built the strategy on top of it.

The gap became the engine for the whole campaign. It gave ACI Worldwide a way to reach buyers who did not yet know they had a problem, and a reason for those buyers to move.

Full-page preview of the ACI Worldwide Payments in Transition report

500+

Industry Experts Analyzed

Psychology-Driven Survey Design

Most corporate surveys ask executives what they do and get back the version they would put in a board deck. The methodology here targeted risk aversion and loss aversion instead, which got at what those executives were actually worried about.

Illustration of a psychology-driven survey questionnaire, flagging the honest, loss-aversion-triggered answer

Case Study 02 / Personas, Journeys, Messaging Framework, KPI Framework, Graph Intelligence

Intelligent
Personas

We realized that static persona decks are no longer the best we can do, so we had to shift how we deliver strategies. For a Big Tech pioneer in enterprise software and cloud computing, that meant personas a team could question directly, on the day they needed the answer.

Neo4j Bloom graph intelligence model showing clustered entity relationships across people, locations, devices, and events

*Image is only a representation of data

insights

100K

Data Points Analyzed

What I Did

It started with the data. For premium brands the most decisive stretch of the customer journey happens long before anyone walks into a store, and traditional research moves too slowly to catch preferences forming in that window.

So we rebuilt the audience research model as something living. Three high-fidelity personas a stakeholder can hold a direct conversation with, refreshed on a regular cadence instead of frozen in a slide deck for three years.

Capturing the Unobserved Phase

The decisive part of this journey happens before a buyer reaches a store, where nobody is watching. I grounded the research in over 11,000 social conversations and 500 deep-dive survey respondents so we could hear that consideration window directly instead of reconstructing it afterward.