Aaron Anderson

Process

How the work moved from open question to decision system.

Frame the question

Define what actually changes app preference across audiences, regions, and creative directions.

Run the study

Build a mixed-method program across three markets with both qual and quant inputs.

Build the framework

Translate the findings into a shared drivers model teams can use to judge ideas.

Guide decisions

Use the framework to shape brand and creative choices and stop work that misses the KPI.

3 markets +3% consideration per cycle $18M campaign paused

InstagramBrand foundations

Built the framework behind app preference.

Scope: Led a three-market brand foundations study to understand what changed app preference across audiences, regions, and creative directions.
Research: Built a mixed-method program and translated the findings into a drivers framework brand and creative teams could use.
Impact: Supported about +3% consideration to use per cycle over multiple years and helped stop an $18M campaign that was not moving the KPI.
Strategy: Shows positioning, insight synthesis, message evaluation, and turning research into a usable decision system.

3 marketsMixed methodDecision framework

Process

How the work moved from leak response to measured meaning.

Catch the shift

Respond when the campaign leaks late at night and public reaction starts forming fast.

Run a rapid read

Combine qual and quant to understand resonance, dignity, and cultural risk in real time.

Separate signals

Distinguish what feels honest and meaningful from what feels performative or forced.

Reset measurement

Shape how the work is discussed, defended, and measured once it enters public conversation.

Rapid qual + quant National campaign Presented twice to the Global President

P&GCampaign response

Measured the real response after “The Talk” leaked.

Scope: Took on a national response read for a sensitive campaign after it leaked late at night and spread quickly online.
Research: Ran a rapid qual + quant read on resonance, dignity, cultural risk, and what the work meant once people encountered it in public.
Impact: Helped the team separate what felt honest from what felt performative and shaped how the work was discussed and measured after launch.
Strategy: Shows cultural judgment, narrative stewardship, message sensitivity, and decision-making under pressure.

Rapid qual + quantNational campaignPresented twice to the Global President

Process

How the work moved from shipping inefficiency to validated pack direction.

Map the inefficiency

Start with the packaging problem: misshapen detergent bottles waste space and ship poorly.

Follow the journey

Track the issue from shipping through shelving, delivery, and unboxing to see where friction happens.

Test the concept

Evaluate a carton-shaped dispensing pack built to stack better and move more cleanly through eCommerce.

Validate the direction

Confirm a ship-in-own-container format that improves stackability and supports the business case.

Ship in own container Carton-shaped dispensing pack $80M potential loss mitigated

P&GPackaging innovation

Validated a ship-in-own-container detergent format.

Scope: Led ship in own container research for detergent, where misshapen bottles wasted space and created shipping inefficiency.
Research: Tracked the problem from shipping through unboxing and evaluated a carton-shaped dispensing pack built to stack and ship better.
Impact: Validated a shippable box format tied to about $80M in potential eCommerce damage losses.
Strategy: Shows innovation framing, concept evaluation, and turning an operational constraint into a stronger consumer proposition.

Ship in own containerCarton-shaped dispensing pack$80M potential loss mitigated

Process

How the work moved from client need to an operating team on the ground.

Define the coverage

Map the client need into concrete analyst roles and the mix of skills the account required.

Recruit in Chennai

Live on the ground, interview deeply, and hire across different specialties including analytics and demography.

Build the operation

Train the team on the client business, workflow standards, and how insight work should travel across functions.

Stabilize delivery

Turn hiring into a reliable support model for a multi-million-dollar Ashley Furniture relationship.

Ashley Furniture Chennai hiring buildout Multi-million-dollar client support

3RDWAVE ResearchTeam build and CRM analytics

Built and trained a CRM analyst team in Chennai for Ashley Furniture.

Scope: Led the buildout of an India-based CRM analytics team to support a multi-million-dollar Ashley Furniture client relationship.
Research: Lived in Chennai, interviewed candidates directly, and hired for a deliberately mixed set of skills including analyst and demographer profiles.
Impact: Turned hiring and training into a stable delivery model that could support the account with stronger coverage, specialization, and continuity.
Strategy: Shows org design, capability building, client stewardship, and understanding what skills a business problem actually needs.

Chennai, IndiaCross-functional hiringClient delivery model

Process

How the work moved from a company KPI shift to a measurable creator system.

Reframe the remit

Move the global @instagram handle into the same app-preference goal the wider company was aligning around.

Define the pillars

Curate creators and content across four content pillars that could plausibly shift how people felt about the app.

Measure the lift

Align the team around the first app preference lift study for the editorial handle and score creator resonance against the KPI.

Scale the system

Use the learning to steer creator selection and support global rollout in 2026.

4 content pillars +7 to 9 point app preference jumps Global rollout in 2026

InstagramCreator and content strategy

Turned the global @instagram handle into an app-preference growth system.

Scope: Took on the challenge of measuring the global @instagram handle against app preference, even though editorial content had not typically sat inside that remit.
Research: Aligned the team around the first app preference lift study for the handle and helped curate creators and content across four pillars designed to move the KPI.
Impact: The work produced 7 to 9 point jumps in app preference across the content pillars and is being rolled out globally in 2026.
Strategy: Shows KPI alignment, creator strategy, editorial judgment, and connecting content systems to brand growth rather than treating them as separate worlds.

4 content pillarsFirst lift study for the handleGlobal rollout in 2026

Five case studies. Strategy, research, and what changed.

Frame the question

Run the study

Build the framework

Guide decisions

Built the framework behind app preference.

Catch the shift

Run a rapid read

Separate signals

Reset measurement

Measured the real response after “The Talk” leaked.

Map the inefficiency

Follow the journey

Test the concept

Validate the direction

Validated a ship-in-own-container detergent format.

Define the coverage

Recruit in Chennai

Build the operation

Stabilize delivery

Built and trained a CRM analyst team in Chennai for Ashley Furniture.

Reframe the remit

Define the pillars

Measure the lift

Scale the system

Turned the global @instagram handle into an app-preference growth system.