Conducting mixed methods studies to understand priority creator segments

• Business Context: LinkedIn's Creator Team prioritized three strategic segments of content creators as part of its new business strategy. The strategy had open questions around what would drive each segment to post quality knowledge content more frequently. • My Approach: Two of these three segments were easily accessible at scale, so I crafted an international, quantitative survey exploring their motivators for posting and barriers to post. While the third creator segment was less accessible at scale, so I collected that segment's data through qualitative 1:1 interviews and visualized it through a multi-media journey map, using AI-generated images to assist with effective storytelling and conveying emotional sentiment. • Key Insights: This research was effective at identifying the biggest motivators and barriers to post across the three priority segments, as well as pinpointing where they differed across segments. • Business Impact: I'm in the process of preparing a strategic narrative to recommend changes to LinkedIn's product leadership team surrounding ways in which we can address the top barriers to post and amplify the biggest motivators to post. These changes will support the strategic goal of driving quality knowledge content creation at scale.