WHAT WE DID
 
As an Experience Strategist at RAPP, I supported BMW on a customer journey research initiative focused on understanding how owners experience the brand after purchase and where marketing attention could create the most value. The work centered on journey mapping and was informed by a mass quantitative survey, allowing us to validate ownership behaviors, attitudes, and emotional drivers at scale across the customer base.
 
 
WHY WE DID IT
 
BMW wanted to better understand how customers stay connected to the brand after making a major purchase decision. While initial acquisition was strong, there was an opportunity to strengthen post-purchase engagement by reinforcing confidence in the decision, sustaining brand relevance, and amplifying the emotional meaning of ownership within customers’ everyday lives and social communities.
 
 
MY ROLE
 
• Led journey mapping to identify high-impact moments across the BMW ownership lifecycle
• Supported the design and analysis of a large-scale survey to quantify post-purchase behaviors and needs
• Synthesized quantitative findings with journey insights to uncover emotional and functional drivers of ownership
• Identified opportunities for owned channels to reinforce brand meaning and engagement
• Translated findings into strategic recommendations for marketing focus and messaging
 
 
OUTCOME
 
• Survey findings confirmed newsletters and social media as effective touchpoints for reinforcing ownership pride and confidence
• Revealed that BMW ownership functions as a strong status symbol within customers’ communities
• Showed that owners actively seek new information and reassurance that they made the right purchase decision
• Informed post-purchase communication strategies designed to sustain long-term brand relationship and loyalty