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A social listening project to identify opportunities for creating a unique market positioning for a leading Mobile Operating System
Quick Overview | Mixed Methods Research and Strategy
Goal was to understand factors of customer churn and switching to competitors' product. Using consumer behavioral literature, we built custom frameworks to derive and understand the indicators of churn or retention from large data sets along with strategy to use the learnings.
Organisation:
Fractal Analytics
Clients:
A technology giant that builds and sells mobile operating system
Location:
Asian Markets
Timeline:
February 2025 - April 2025
Role:
Lead Behavioral Researcher and Design Consultant
Methods
Used:
> Secondary research to understand Competitor Analysis, Market Trends, and factors influencing OS choice.
> Behavior Science Literature review to understand what drives preferences, what drives loyalty, what leads to churning.
> Using the Oliver's Framework of Consumer Loyalty to manually analyze and identify indicators of loyalty or churn from the OS across 30 reddit posts.
> Built an Innovative approach of meshing qualitative learnings and behavioral frameworks into few-shot prompting on LLMs to automate data sensemaking across large data sets of 10,000 reddit posts.
> Using the output from LLM, further synthesized the analysis into strategic recommendations to improve the perception and retention on the client's OS.
Impact:
> Within ~5 months of delivery, the client began integrating these insights into their marketing strategy.
> The success of this study generated strong interest from the client to start a pilot for another of their brands.
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