DEFINING CULTURALLY AWARE BUSINESS STRATEGY



What is causing the decrease in social media app usage in this LATAM market?





PROBLEM.

Our client needed to uncover why teen's engagement and downloads of one of the most popular social media apps in a large LATAM market was falling. Were social, cultural, or technical issues at the heart of the decrease? Or was it the work of competitive app releases?

SOLUTION.

I led a series of in-country focus groups and interviews in order to fully understand the factors affecting app usage.

OUTCOME.

The CEO read my strategic deliverable, and the organization catalyzed ongoing initiatives in the growth, marketing, and engineering teams that resulted in the creation of a new feature in the most recent app rollout.