Customer Research

Why?

I led a customer research initiative for Unless Kids, a circular economy toy company. This project aimed to uncover what makes circular economy models not just sustainable, but commercially viable. By understanding why families choose reuse, or resist it, we could surface the real behavioral levers that drive loyalty and growth.

What?

How can a circular economy toy company better understand and anticipate customer behaviors around toy reuse and sustainable consumption?
Which customer motivations, barriers, and values most directly influence retention and growth within a community-based subscription model?
How can the existing partnerships leverage customer awareness and buy-in?

How?

Designed and executed an AI-assisted market research strategy to extract relevant competitor trends and parental behavior insights.
Developed a custom interview framework, creating qualitative personas grounded in existing customer relationships.
Conducted in-depth user interviews, applying live analysis via Mural, clustering insights across needs, habits, values, and objections.
Synthesized findings into a strategic Notion dashboard, with ongoing updates to customer typologies, key drivers, and actionable insights.
Identified and prioritized strategic focus areas for circular model optimization, informing service evolution and marketing narratives.
Current focus: finalizing a customer focus group structure to validate qualitative insights and guide next-phase product/service adjustments.

Strategic Observations

Circular business models have strong profit potential, and there’s a fine balance between iterating on existing market practices and introducing innovative business model structures.