Project: Wizz Air – Marketing Strategy Validation Role: Senior User Researcher 

Challenge: To assess and validate consumer responses to proposed marketing strategies. In a competitive, low-cost aviation market, understanding how messaging resonates with the target demographic is crucial to campaign success. 

Approach: I designed and facilitated online focus groups to gather qualitative data on user sentiment. This methodology enabled a thorough examination of the marketing materials, allowing for the identification of specific emotional and practical responses from potential passengers. 

Outcome: Delivered strategic insights into user behaviour and reaction, allowing the marketing teams to refine their strategies based on verified user feedback rather than internal projection.