Connecting with Kalmar city
An exploration of local perceptions & media consumption to craft a Strategic Communication Plan
Connecting with Kalmar city
An exploration of local perceptions & media consumption to craft a Strategic Communication Plan
Connecting with Kalmar city
An exploration of local perceptions & media consumption to craft a Strategic Communication Plan
Empowering Safety, Connecting Women
Can an app empower Italian women toward feeling safer ? A cross-analysis of insecurity feelings and the value within digital user space
Empowering Safety, Connecting Women
Can an app empower Italian women toward feeling safer ? A cross-analysis of insecurity feelings and the value within digital user space
Empowering Safety, Connecting Women
Can an app empower Italian women toward feeling safer ? A cross-analysis of insecurity feelings and the value within digital user space
Bringing French Terroir to Sweden
An assessment of the Swedish Wine Market for a the business expansion of a small Winemaker in France
Bringing French Terroir to Sweden
An assessment of the Swedish Wine Market for a the business expansion of a small Winemaker in France
Bringing French Terroir to Sweden
An assessment of the Swedish Wine Market for a the business expansion of a small Winemaker in France
Heat Pump Market, perspectives for 2027
A business outlook to inform strategic decisions and build sales plans according to industry trends
Heat Pump Market, perspectives for 2027
A business outlook to inform strategic decisions and build sales plans according to industry trends
Heat Pump Market, perspectives for 2027
A business outlook to inform strategic decisions and build sales plans according to industry trends
Sisteroom: Empowering Safety by Connecting Women in Italy
Can an app actually be used to save lives ?
2022
Could a women-only community application effectively transform individual vulnerability into collective strength? This project sought to address gender-based violence across the spectrum - from street harassment to domestic abuse - by creating a digital support network. Italy was strategically selected for implementation because it represents a middle ground. In extremely dangerous regions, while the need is clear, but technological solutions are challenging to implement widely. Italy presents an optimal testing environment: a population with awareness of gender-based violence issues, yet lacking structured community-driven support systems. The key question was : What is the viability of such a project? Can a digital platform successfully empower women to protect and support each other ?
Sisteroom: Empowering Safety by Connecting Women in Italy
Can an app actually be used to save lives ?
2022
Could a women-only community application effectively transform individual vulnerability into collective strength? This project sought to address gender-based violence across the spectrum - from street harassment to domestic abuse - by creating a digital support network. Italy was strategically selected for implementation because it represents a middle ground. In extremely dangerous regions, while the need is clear, but technological solutions are challenging to implement widely. Italy presents an optimal testing environment: a population with awareness of gender-based violence issues, yet lacking structured community-driven support systems. The key question was : What is the viability of such a project? Can a digital platform successfully empower women to protect and support each other ?
Sisteroom: Empowering Safety by Connecting Women in Italy
Can an app actually be used to save lives ?
2022
Could a women-only community application effectively transform individual vulnerability into collective strength? This project sought to address gender-based violence across the spectrum - from street harassment to domestic abuse - by creating a digital support network. Italy was strategically selected for implementation because it represents a middle ground. In extremely dangerous regions, while the need is clear, but technological solutions are challenging to implement widely. Italy presents an optimal testing environment: a population with awareness of gender-based violence issues, yet lacking structured community-driven support systems. The key question was : What is the viability of such a project? Can a digital platform successfully empower women to protect and support each other ?
Assessing the market
Numbers were clear. The demand was there with findings highlighted the prevalent sense of insecurity among Italian women and a high smartphone penetration rate (90.1%). The problematic was to find a concept that would add value and not fall into the "cemetery app" —where apps become abandoned and obsolete due to lack of engagement.
Potential user base :
19.39M (15-50-year-olds women in Italy)
Segmentation :
1) Socially active women needing safe return options
2) Victims of violence seeking support, and
3) Women who want to actively fight against violence and be part of a movement for change.
51.2%
of Italian women have faced
harassement since age 15 (Statista, 2018).
36.6%
women avoid going out in the
evening due to safety concerns.
Assessing the market
Numbers were clear. The demand was there with findings highlighted the prevalent sense of insecurity among Italian women and a high smartphone penetration rate (90.1%). The problematic was to find a concept that would add value and not fall into the "cemetery app" —where apps become abandoned and obsolete due to lack of engagement.
Potential user base :
19.39M (15-50-year-olds women in Italy)
Segmentation :
1) Socially active women needing safe return options
2) Victims of violence seeking support, and
3) Women who want to actively fight against violence and be part of a movement for change.
51.2%
of Italian women have faced
harassement since age 15 (Statista, 2018).
36.6%
women avoid going out in the
evening due to safety concerns.
Assessing the market
Numbers were clear. The demand was there with findings highlighted the prevalent sense of insecurity among Italian women and a high smartphone penetration rate (90.1%). The problematic was to find a concept that would add value and not fall into the "cemetery app" —where apps become abandoned and obsolete due to lack of engagement.
Potential user base :
19.39M (15-50-year-olds women in Italy)
Segmentation :
1) Socially active women needing safe return options
2) Victims of violence seeking support, and
3) Women who want to actively fight against violence and be part of a movement for change.
51.2%
of Italian women have faced
harassement since age 15 (Statista, 2018).
36.6%
women avoid going out in the
evening due to safety concerns.
Avoiding the app-graveyard
To build a community based-app, we needed the community. So what would drive women to gather and *stay* on a digital environnement ?
The consumer value theory, (Bain & Company) categorizes what drives consumer decisions. Inspired by Maslow’s hierarchy of needs, it identifies 30 value elements across four levels. Their model reveals that companies scoring on several elements across different levels can drive loyalty, increase brand trial, and sustain revenue growth. Companies that target emotional components specifically, score high on the Net Promoter Score (NPS)
The app, through its different features, tap into several value elements across all levels :
Avoiding the app-graveyard
To build a community based-app, we needed the community. So what would drive women to gather and *stay* on a digital environnement ?
The consumer value theory, (Bain & Company) categorizes what drives consumer decisions. Inspired by Maslow’s hierarchy of needs, it identifies 30 value elements across four levels. Their model reveals that companies scoring on several elements across different levels can drive loyalty, increase brand trial, and sustain revenue growth. Companies that target emotional components specifically, score high on the Net Promoter Score (NPS)
The app, through its different features, tap into several value elements across all levels :
Avoiding the app-graveyard
To build a community based-app, we needed the community. So what would drive women to gather and *stay* on a digital environnement ?
The consumer value theory, (Bain & Company) categorizes what drives consumer decisions. Inspired by Maslow’s hierarchy of needs, it identifies 30 value elements across four levels. Their model reveals that companies scoring on several elements across different levels can drive loyalty, increase brand trial, and sustain revenue growth. Companies that target emotional components specifically, score high on the Net Promoter Score (NPS)
The app, through its different features, tap into several value elements across all levels :
A strategic market entry for a natural winery
Navigating Sweden's Regulated Alcohol Landscape
2021
To support its goal of expanding into Sweden, a natural wine producer needed to conduct comprehensive market research to understand the country’s distinctive alcohol distribution channels.
A strategic market entry for a natural winery
Navigating Sweden's Regulated Alcohol Landscape
2021
To support its goal of expanding into Sweden, a natural wine producer needed to conduct comprehensive market research to understand the country’s distinctive alcohol distribution channels.
A strategic market entry for a natural winery
Navigating Sweden's Regulated Alcohol Landscape
2021
To support its goal of expanding into Sweden, a natural wine producer needed to conduct comprehensive market research to understand the country’s distinctive alcohol distribution channels.
1
Audit, Market Analysis & Players Mapping
1
Messaging & Strategy Playbook
400
bottles exported annually following the successful implantation
Step 1 — Internal Assessment
Delving into the winery's differentiation factors, its story-telling and the production capacity, drew a picture of the core identity.Extending from these insights, assessing the winery's strengths and weaknesses cleared an understanding of its true competitive positioning. Given the specific nature of the wine industry which is cooperative and vertically integrated, these insight gave ground for a clear analysis of potential international expansion.
Step 2 — Market Research
Provided a nuanced understanding of the customer segmentation, the competitive landscape and the outlook for the industry. But the most central point of this investigation was the analysis of Swedish distribution channels. The country strongly regulating the alcohol market, distributions channels were predominantly state-owned throught the retail monopoly, with a share of direct purchase from restaurants, importers, or online sales platforms.
Step 3 — Strategy & recommendations
Based on the findings, the recommended strategy was to partner with a local importer aligning with the winery's values and leveraging their established networks and market expertise. This approach facilitated access to the right target audience while streamlining regulatory navigation and minimizing obstacles.
1
Audit, Market Analysis & Players Mapping
1
Messaging & Strategy Playbook
400
bottles exported annually following the successful implantation
Step 1 — Internal Assessment
Delving into the winery's differentiation factors, its story-telling and the production capacity, drew a picture of the core identity.Extending from these insights, assessing the winery's strengths and weaknesses cleared an understanding of its true competitive positioning. Given the specific nature of the wine industry which is cooperative and vertically integrated, these insight gave ground for a clear analysis of potential international expansion.
Step 2 — Market Research
Provided a nuanced understanding of the customer segmentation, the competitive landscape and the outlook for the industry. But the most central point of this investigation was the analysis of Swedish distribution channels. The country strongly regulating the alcohol market, distributions channels were predominantly state-owned throught the retail monopoly, with a share of direct purchase from restaurants, importers, or online sales platforms.
Step 3 — Strategy & recommendations
Based on the findings, the recommended strategy was to partner with a local importer aligning with the winery's values and leveraging their established networks and market expertise. This approach facilitated access to the right target audience while streamlining regulatory navigation and minimizing obstacles.
1
Audit, Market Analysis & Players Mapping
1
Messaging & Strategy Playbook
400
bottles exported annually following the successful implantation
Step 1 — Internal Assessment
Delving into the winery's differentiation factors, its story-telling and the production capacity, drew a picture of the core identity.Extending from these insights, assessing the winery's strengths and weaknesses cleared an understanding of its true competitive positioning. Given the specific nature of the wine industry which is cooperative and vertically integrated, these insight gave ground for a clear analysis of potential international expansion.
Step 2 — Market Research
Provided a nuanced understanding of the customer segmentation, the competitive landscape and the outlook for the industry. But the most central point of this investigation was the analysis of Swedish distribution channels. The country strongly regulating the alcohol market, distributions channels were predominantly state-owned throught the retail monopoly, with a share of direct purchase from restaurants, importers, or online sales platforms.
Step 3 — Strategy & recommendations
Based on the findings, the recommended strategy was to partner with a local importer aligning with the winery's values and leveraging their established networks and market expertise. This approach facilitated access to the right target audience while streamlining regulatory navigation and minimizing obstacles.
Connecting with Kalmar city
Mapping Insecurity Concerns to Communication Opportunities
2022
This market study examined how Kalmar residents perceived their city amid rising crime rates. We investigated citizens' feelings of insecurity and analyzed their information consumption habits to determine the most effective integrated marketing communication approach. The findings guided the development of a targeted communication strategy to address public safety concerns and maintain transparent dialogue between the municipality and its citizens.
Connecting with Kalmar city
Mapping Insecurity Concerns to Communication Opportunities
2022
This market study examined how Kalmar residents perceived their city amid rising crime rates. We investigated citizens' feelings of insecurity and analyzed their information consumption habits to determine the most effective integrated marketing communication approach. The findings guided the development of a targeted communication strategy to address public safety concerns and maintain transparent dialogue between the municipality and its citizens.
Connecting with Kalmar city
Mapping Insecurity Concerns to Communication Opportunities
2022
This market study examined how Kalmar residents perceived their city amid rising crime rates. We investigated citizens' feelings of insecurity and analyzed their information consumption habits to determine the most effective integrated marketing communication approach. The findings guided the development of a targeted communication strategy to address public safety concerns and maintain transparent dialogue between the municipality and its citizens.
Kalmar's brand identity drew from its history, environment, and community, but safety concerns threatened this image. Despite resident appreciation, the high 2021 crime rate (12,566 per 100,000) impacted its reputation. The municipality needed a strategic communication plan to ensure transparency, control the narrative, and maintain public trust.
Step 1 — Collecting Insight
To assess public perception accurately, over 500 surveys were conducted across diverse demographic segments, ensuring balanced representation of age groups, genders, and neighborhoods. The research process began with a pilot test to refine question clarity and effectiveness before full implementation.
The interview template focused on four key objectives:
* Understanding public perception of safety in Kalmar
* Identifying specific concerns related to crime and violence
* Evaluating awareness of municipal safety initiatives
* Gathering feedback on preferred information channels
The methodology deployed targeted questioning strategies for each research objective:
For safety perceptions and crime concerns, the laddering technique was used to uncover deeper motivations and emotions behind initial responses, allowing for a more accurate measurement of these feelings and capturing the nuances of public perception
For media awareness, consumption patterns, and recognition of municipal initiatives, unaided recall tests were conducted first, followed by aided recall tests, helping to assess public awareness levels and identify areas for improvement in communication strategies.
Step 2 — In-Depth Situational Analysis
The in-depth analysis of Kalmar, based on citizen surveys concluded that to maintain a strong city brand, Kalmar must ensure its actions are visible and effectively communicated to all residents, regardless of age or demographic segment.
Three key challenges were revealed :
(1) Preserving Kalmar's brand identity despite safety concerns by highlighting ongoing municipal safety initiatives and their measurable impacts;
(2) Establishing a clear response process tailored to different types of events (minor incidents, major disruptions, crises) to ensure effective, timely, and transparent communication that builds public trust;
(3) Strengthening communication with citizens by effectively utilizing existing channels (local news, community engagement, website) while activating additional platforms (social media, monthly handouts, local advertising, press conferences) to reach broader demographic segments.
Step 3 — Communication Objectives & Key Messaging
Segmented approch to information updating and an omnichannel approach
Step 1 — Collecting Insight
To assess public perception accurately, over 500 surveys were conducted across diverse demographic segments, ensuring balanced representation of age groups, genders, and neighborhoods. The research process began with a pilot test to refine question clarity and effectiveness before full implementation.
The interview template focused on four key objectives:
* Understanding public perception of safety in Kalmar
* Identifying specific concerns related to crime and violence
* Evaluating awareness of municipal safety initiatives
* Gathering feedback on preferred information channels
The methodology deployed targeted questioning strategies for each research objective:
For safety perceptions and crime concerns, the laddering technique was used to uncover deeper motivations and emotions behind initial responses, allowing for a more accurate measurement of these feelings and capturing the nuances of public perception
For media awareness, consumption patterns, and recognition of municipal initiatives, unaided recall tests were conducted first, followed by aided recall tests, helping to assess public awareness levels and identify areas for improvement in communication strategies.
Step 2 — In-Depth Situational Analysis
The in-depth analysis of Kalmar, based on citizen surveys concluded that to maintain a strong city brand, Kalmar must ensure its actions are visible and effectively communicated to all residents, regardless of age or demographic segment.
Three key challenges were revealed :
(1) Preserving Kalmar's brand identity despite safety concerns by highlighting ongoing municipal safety initiatives and their measurable impacts;
(2) Establishing a clear response process tailored to different types of events (minor incidents, major disruptions, crises) to ensure effective, timely, and transparent communication that builds public trust;
(3) Strengthening communication with citizens by effectively utilizing existing channels (local news, community engagement, website) while activating additional platforms (social media, monthly handouts, local advertising, press conferences) to reach broader demographic segments.
Step 3 — Communication Objectives & Key Messaging
Segmented approch to information updating and an omnichannel approach
Step 1 — Collecting Insight
To assess public perception accurately, over 500 surveys were conducted across diverse demographic segments, ensuring balanced representation of age groups, genders, and neighborhoods. The research process began with a pilot test to refine question clarity and effectiveness before full implementation.
The interview template focused on four key objectives:
* Understanding public perception of safety in Kalmar
* Identifying specific concerns related to crime and violence
* Evaluating awareness of municipal safety initiatives
* Gathering feedback on preferred information channels
The methodology deployed targeted questioning strategies for each research objective:
For safety perceptions and crime concerns, the laddering technique was used to uncover deeper motivations and emotions behind initial responses, allowing for a more accurate measurement of these feelings and capturing the nuances of public perception
For media awareness, consumption patterns, and recognition of municipal initiatives, unaided recall tests were conducted first, followed by aided recall tests, helping to assess public awareness levels and identify areas for improvement in communication strategies.
Step 2 — In-Depth Situational Analysis
The in-depth analysis of Kalmar, based on citizen surveys concluded that to maintain a strong city brand, Kalmar must ensure its actions are visible and effectively communicated to all residents, regardless of age or demographic segment.
Three key challenges were revealed :
(1) Preserving Kalmar's brand identity despite safety concerns by highlighting ongoing municipal safety initiatives and their measurable impacts;
(2) Establishing a clear response process tailored to different types of events (minor incidents, major disruptions, crises) to ensure effective, timely, and transparent communication that builds public trust;
(3) Strengthening communication with citizens by effectively utilizing existing channels (local news, community engagement, website) while activating additional platforms (social media, monthly handouts, local advertising, press conferences) to reach broader demographic segments.
Step 3 — Communication Objectives & Key Messaging
Segmented approch to information updating and an omnichannel approach
1
Audit, Market Analysis & Players Mapping
1
Messaging & Strategy Playbook
400
bottles exported annually following the successful implantation
1
Audit, Market Analysis & Players Mapping
1
Messaging & Strategy Playbook
400
bottles exported annually following the successful implantation
1
Audit, Market Analysis & Players Mapping
1
Messaging & Strategy Playbook
400
bottles exported annually following the successful implantation