The Ask:

As an Experience Strategist at RAPP Worldwide, I supported Gender Matters, a consumer insights initiative built to help brands understand how gender dynamics shape decision-making and brand relationships. The work showcased RAPP’s market research capabilities by identifying and measuring the consumer experience end to end, then translating those insights into clear recommendations for marketing and communications teams.

​

​Conducted an in-depth study to understand how gender dynamics influence purchasing decisions and brand interactions across Financial Services, Healthcare, and Automotive.

 

The Challenge:

Gender dynamics are complex and changing, which makes it easy for brands to fall back on broad assumptions or outdated segmentation. The challenge was to measure real differences in how people evaluate brands, move through the decision journey, and respond to messaging, while maintaining nuance across industries. The output needed to be credible enough for senior stakeholders and practical enough to inform marketing strategy, creative direction, and media planning.

 

What We Did:

Our team designed and executed a research program that measured consumer experience across the journey from initial interest through purchase. We mapped emotions at key pain points in the customer journey to understand where perceptions formed, where friction appeared, and what drove confidence or drop-off. I designed a marketing research study in Dscout and quantified the findings in collaboration with RAPP’s Consumer Marketing Insights Director, Matthew Cooper. The work was packaged into an internal and client-ready narrative, then presented to a large Omnicom audience to demonstrate how the research function can inform stronger, more inclusive strategy.

 

My Role:

​

• Designed and supported execution of the Dscout research study and quantified results.

• Collaborated with Consumer Marketing Insights Director Matthew Cooper on study design, analysis, and framing.

• Contributed to customer journey mapping and emotion mapping across key decision-stage pain points.

• Helped translate findings into actionable implications for brand strategy, messaging, and inclusive marketing.

• Traveled to New York to present the work to approximately 10,000 Omnicom employees.

 

Outcome:

​

• Produced a clearer understanding of how gender dynamics influence consumer experience across financial services, healthcare, and automotive categories.

• Delivered customer journey and emotion-based insights that helped teams identify where messaging and experience needed to be more inclusive and relevant.

• Created a scalable internal thought-leadership presentation that demonstrated RAPP’s ability to measure consumer experience and translate insights into marketing strategy.