Trish is Research and Insights Manager at Origin Energy. She has a broad research background across a number of industries and holds degrees in Classics & Gender Studies and Business Management. She has a passion for decoding the “why” behind the “what”. While primarily seeing her role as a story-teller who brings the customer to life for stakeholders, it is also imperative to connect this to business strategy and outcomes. She is a keen problem solver through using innovative research approaches.
Co-Presenters: Renata Freund
Respondent and stakeholder fatigue with online quantitative research is a major challenge in our industry. Honeycomb Strategy together with Origin Energy take you through their award-winning study exploring the strength of Origin’s brand identity. Exciting stakeholders and respondents alike, this interactive study is a proven way in which researchers can take inspiration from the App Store to create more engaging quantitative surveys. This presentation takes viewers through how we created a series of engaging ‘missions’ which assess the strength of Origin brand assets evaluated against Australia’s most recognisable brands. The survey resulted in extremely robust and clear insights which in turn provided the marketing team with strong direction on how to proceed with the redesign of Origin’s brand identity while minimising the associated risks. Better yet, the research project was completed from start to finish in a record five-day turnaround, demonstrating the ease and speed of implementing these methods. The presentation suggests numerous ways in which researchers can immediately increase both stakeholder and respondent engagement, without the need for complex programming or investment in new technology.