New Target Segmentation for Taiwan's Fo Guang Shan PengHu Branch
Project length: Oct. 2024 to Dec. 2024
My role: UX Research & Strategist
Utilized skills:
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Stakeholder interview and workshop facilitation
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Target customer interview
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Target audience segmentation
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Qualitative data analysis
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Marketing strategy & action plan development
Project Overview
Problem Statement: Taiwan's Fo Guang Shan (佛光山) is one of the largest international Buddhist religion and philanthropic organizations in the world. They established a new branch in Taiwan's PengHu county, and needed a new marketing plan to reach this new audience as well as expand to the next generation of audiences.
Research Methods:
In my role as UX Strategist, I designed research studies to:
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Clarify stakeholder needs through interviews and workshops with the organization's local leaders
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Review the client's existing online presence through secondary research of their social media postings and user feedback
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Understand needs of their new target audience through 1-on-1 interviews with younger generation audiences
Results:
After gathering insights from these investigations, I analyzed qualitative data from the research studies mentioned above to:
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Identify a new target audience segmentation for the client
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Design and develop a new marketing strategy and action plan for the client
We received positive feedback from the client, with an increase in 25% of new audiences (from younger generations such as young millennials) and a vibrant community for their new branch.
An infographic detailing the process of this project is presented below:
