MARKETING & UX RESEARCH

Customer/User Experience, Accessibility, Statistical Data

Research is an ongoing process in the development of my skills, I primarily research consumer behaviour and experiences. To inform decisions in the design and/or development of my projects and provide a more inclusive experience for consumers, while building a competitive advantage for teams.

Marketing & User Research

 

Global Strategic Marketing 2.0

This Distinction-graded research analyses the cultural differences and digital implications in marketing and consumer behaviour between three countries and how they influence product branding and B2B/B2C in each.

It was initially developed as a group project, but due to the COVID-19 pandemic, it had to be resit as an individual project. The previous research can be reviewed on the Archive page.

The UK Automotive Customer Journey

This research analyses the BMW customer journey of two UK-based personas, developed from contemporary marketing insights and consumer psychology frameworks. To establish their likely automotive requirements, digital interactions, and motivating factors towards their purchase decisions.

BSc Research: The Accessibility of Gameplay

Did you know that 1 in 5 of the UK population have a disability? This project analyses a range of disabilities and how they impact gameplay experiences, through a mix of quantitative and qualitative research. This project received a grade of 85% and has encouraged my endeavours to create more accessible and inclusive consumer experiences.

MSc Research: Online Accessibility in UK Customer Experiences

This research analyses customer perception of disability inclusion and website accessibility through mixed research methods, to determine how it impacts brand equity and customer engagement. This project is currently ongoing with 200+ survey participants so far and the findings will be published in Q1 2021.

 

Quantitative & Qualitative Research

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©2020 by Nicholas Heywood.

Automotive Persona B

Automotive Persona B