Executive Summary
Carlton Research successfully conducted a comprehensive research project for Microsoft, focusing on monthly subscription services in emerging international markets: Brazil and Mexico. This case study highlights our expertise in data analysis, trend predictions, and innovative research methodologies.
Project Background
Microsoft sought to understand the impact of various factors on customer behavior and preferences in emerging markets, particularly for their gaming subscription services in Brazil and Mexico. Carlton Research was tasked with providing insights into customer behavior, economic factors, cultural nuances, financial teachnologies, and legal factors affecting successful subscriptions.
Research Objectives
- Analyze Pricing Models: Assess the impact of pricing on subscription decisions in Brazil and Mexico.
- Understand Economic and Cultural Factors: Investigate how local economic and cultural dynamics influence customer behavior.
- Understand Legal and FinTech Factors: Explore how laws and financial technologies were impacting subscription models.
Methodology
The research employed a mixed-methods approach, including:
- Secondary Research: Focusing on economic anthropology and demography.
- Remote Interviews: Conducted in Brazil and Mexico to understand local consumer behavior.
- Surveys: Designed to gather detailed customer insights.
- Competitive Analysis: To benchmark against industry standards.
- Logistical Regression Analysis: To correlate class consciousness with subscription decisions.
“I knew I could hand any research project to Carisa and
Melissa Boone, Principal UX Research Manager
have her execute it independently, at high quality. Carisa also brought her own
perspective in a positive way to the work; her experience across many different
geographic regions and familiarity with the language and culture in those places
was a value add to the work she performed on my team. She very often raised
unique questions or points of view that enriched the work she conducted.”
Xbox Research
Microsoft
Key Findings
- Consumer Behavior Insights: Identified the “why” behind consumer behaviors in Brazil and Mexico, influenced by local financial and policy contexts.
- Pricing Model Optimization: Recommendations for region-specific pricing models.
- AI in Research: Successfully incorporated AI tools to improve research efficiency and understand customer behavior better.
Impact
- Informed Decision-Making: Enabled Microsoft to make data-driven decisions for market strategies.
- Cost Efficiency: Reduced corporate research costs by implementing AI-assisted tools and collaborating effectively across departments.
- Enhanced Research Capabilities: Established a foundation for future AI-driven research projects.
Conclusion
Carlton Research demonstrated its ability to conduct complex, multi-faceted research that provides actionable insights into customer behavior and market trends. Our innovative use of AI and mixed-methods research underlines our commitment to staying at the forefront of technological and methodological advancements.