work collection
Lemmonet
Lemmonet is a digital advertising company with a global presence founded in 2013.
They deliver Ad Tech solutions to help brands connect with their target audience in the most engaging, authentic and effective way through an influencer, programmatic display, video and native ads.
Vision
Content builds relationships. Relationships are built on trust. Trust Drives revenue.
the process
- Research Project Kick Off: The Research Project only start after the plan is approved.
- Research Execution: «Research Goals» and «Areas to Explore» on the Research Plan will be detailed and discussed.
- Research Analysis
- Presentation to the Requester
- Working with Insights
RESEARCH BRIEFING
Background
We needed to transform the brand into something more expansive, mature, and professional. Lemmonet Influencers, a new division of Lemmonet, aims to disrupt the industry and revolutionize corporate communications. This initiative presents a valuable opportunity to cultivate talent with a focus on achieving specific objectives, including enhancing brand authority over the long term.
Research objective
Assess the project’s feasibility and develop a framework facilitating influencer and storyteller interactions with brands in a novel manner.
Given its novelty, the absence of a standardized procedure for identifying suitable influencers or monitoring their performance became apparent. Moreover, influencers encountered challenges due to the lack of requisite tools and platforms essential for effectively showcasing their value propositions to brands. This highlighted the pressing need for comprehensive solutions to streamline influencer identification, performance tracking, and enhanced brand engagement.
Plan of action
Exploratory research
- State a clear problem definition
- Bencharmark current solutions
- Define a value proposition
- Define priorities and critical features
- Define brand voice, look & feel and architecture
Evaluative research
- Card sorting
- Tree sorting
- In-depth interviews
- Surveys
- Usability test
- A/B testing
Causal research
- Bounce rate
- Conversion rate
- Time on Task
- Success rate
- Error rate
limitations
Initially, our hypothesis posited that agencies predominantly pursued high-profile influencers. Consequently, we tailored our search engine and technology to align with this assumption. However, following the initial iteration, it became evident that agencies were, in fact, predominantly interested in niche influencers. This realization prompted us to reassess our approach and pivot our technology to better cater to the demand for niche influencer partnerships. Thus, we refined our strategies to ensure alignment with the evolving needs and preferences of our target audience.
The onboarding process proved to be lengthy and resource-intensive, largely attributable to the intricacies inherent in the nature of our business operations. These complexities necessitated thorough training, extensive documentation, and meticulous attention to detail to ensure that new members were adequately prepared to navigate. As a result, we recognized the importance of optimizing and streamlining our onboarding procedures to enhance efficiency and facilitate smoother transitions for incoming members.
Target sample
- High-profile Influencers
- Storytellers
- Niche influencers
- Marketing and Advertisements teams/agencies
timeline
We set a timeline of six months for our project, but upon careful consideration, we extended it to one year to accommodate the development and launch of a comprehensive beta version. This extension allowed us ample time to conduct thorough testing and refinement processes, ensuring that the beta release would meet the highest standards of quality and functionality. By prioritizing meticulous testing, we aimed to identify and address any potential issues or areas for improvement before the official launch, thereby enhancing the overall user experience and maximizing the success of our product.
takeaways
We gained insights into the unmet needs of our primary audience through a series of in-depth interviews, usability tests, and A/B tests conducted during each iteration. Despite our initial hypothesis being proven incorrect, we utilized these findings to refine both our value proposition and technology, aligning them more closely with the actual needs and preferences of our users.
Furthermore, this experience taught me two valuable lessons:
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Provide refreshments for workshops/brainstorming sessions: Bringing food not only fosters a more comfortable and enjoyable environment but also ensures that remote attendees feel included and appreciated.
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Establish a clear agenda in advance: By sharing a clear agenda before meetings or sessions, we can enhance participation and engagement as attendees are better prepared and know what to expect, ultimately maximizing the effectiveness of the gathering.
