Givelist: Market Research & Strategic Recommendations
A comprehensive market research project developed to elevate Givelist, a philanthropic gift-giving platform, through data-driven marketing insights. I led the analysis of consumer behavior, social media trends, and brand perception to design actionable strategies that enhance awareness, trust, and engagement across digital platforms.
Category
Marketing Research • Social Media Strategy • Consumer Behavior
Client
Givelist (University of San Diego Capstone Project)
Date
May 2021
Givelist: Market Research & Strategic Recommendations
A comprehensive market research project developed to elevate Givelist, a philanthropic gift-giving platform, through data-driven marketing insights. I led the analysis of consumer behavior, social media trends, and brand perception to design actionable strategies that enhance awareness, trust, and engagement across digital platforms.
Category
Marketing Research • Social Media Strategy • Consumer Behavior
Client
Givelist (University of San Diego Capstone Project)
Date
May 2021
Givelist: Market Research & Recommendations
Our team executed a mixed-method research study combining in-depth interviews and a 70-participant survey to uncover how aesthetics, storytelling, and self-interest messaging influence engagement. I synthesized the findings into a strategic framework for Givelist’s social media and brand positioning, emphasizing TikTok and Instagram as high-impact channels.
Objective
Determine how to increase awareness of Givelist and encourage individuals to “give” on the platform by understanding consumer motivations, social media influence, and website perception.
Methods
- 12 in-depth interviews with women ages 22–38 across the U.S.
- Quantitative survey (n=70) via Qualtrics and M-Turk.
- Data analysis: one-sample t-tests using SPSS to identify statistically significant relationships between aesthetics, trust, engagement, and platform behavior.
Key Insights
- 80% of respondents associate aesthetically pleasing websites with trustworthiness.
- TikTok and Instagram are the most influential social platforms for Givelist’s target demographic.
- Users are more likely to engage when ads appeal to self-interest (“how this helps me”) rather than purely altruistic messaging.
- Givelist’s concept was well-received but lacked clarity in its online presentation.
Strategic Recommendations
- Appeal to self-interest through storytelling, taglines, and emotional benefit messaging.
- Develop TikTok campaigns featuring fun, descriptive videos, customer testimonials, and celebrations.
- Advertise on Instagram, emphasizing brand aesthetics, quality content, and influencer alignment.
- Redesign the website for simplicity, clarity, and visual appeal to improve credibility and conversions.
Impact
Our recommendations provided Givelist with a data-driven roadmap to position itself competitively against Amazon, Target, and GoFundMe. By leveraging relatable social content and modern UX design, the brand could foster trust and awareness within its ideal market.