SEARS HOME SERVICES / MARKET PROPOSITION TESTING
The Ask: Help Sears Home Services identify new marketing propositions they can use to promote three core lines of business: garage door solutions, carpet cleaning, and air duct cleaning.
My Role: Lead strategist designing and executing the research project, including conducting stakeholder interviews, synthesizing third-party research, designing the survey questions and logic flow, managing the survey deployment with a research vendor, and performing all of the data analysis and visualization.
The Outcome: Identified a key selling proposition for each line of business.