Allison Wehrley

As the sole embedded researcher across 8 operational teams in a high priority, complex space at Meta, I provide extremely comprehensive, data-driven research that has surfaced new areas of opportunity for Applied Research, Data Science and Product Design, shifted the core problem for stakeholders and has mobilized a data-centric planning framework in partnership with Data Science.

My research has prevented Enterprise Products from investing in an entire platform re-design and has driven 8 new products across two roadmaps. My workshops have inclusively ensured that audiences from business leaders to XFN have appropriate evidence to align on key strategic priorities like resource investments, reducing the cost of invoicing and reporting and analytics.

I grew the User Research practice at Amex Digital Labs from offering sporadic vendor-led one-off studies to conducting regular iterative design labs, creating tool kits and platforms for self-moderation and unmoderated studies, providing mixed method approaches and training product teams on research.

I led multiple projects at all times, delivering insights for consumer-facing digital experiences during all phases of design and development, across different markets while partnering with product managers, designers and strategists. 

I championed Diversity, Equity & Inclusion by re-constructing research goals and processes (from audience consideration to analysis) through a DEI lens among research teams company-wide. 

I've been leading courses and workshops at General Assembly since February of 2016. I've taught everything from Social Media Monitoring and Analytics to Strategy Mapping to Part Time Digital Marketing. 

I ran discovery workshops, interviewed key stakeholders, and parsed secondary research to build Kinvite’s positioning, mission, brand pillars, key messaging, tone of voice and define its core audiences in the socially conscious events space.

Additionally, I leveraged secondary research to define its channel strategy, paid media recommendations, content categories and frequency, community engagement guidelines and a measurement plan.

I designed the test plan and led user experience testing for The Weather Channel app re-design.

I helped a neurology + fashion company create a new category “feelables” by researching how New York millennials under high pressure, manage stress. 

For Vanguard’s Enterprise Service Management website, I Interviewed investors and Wealth Managers to understand their needs in terms of overall client relationship building and what tools from partners like Vanguard could offer to help them perform best for clients. 

Additionally, I interviewed and surveyed new investors, advanced investors, moderate investors in order to gain an understanding of their path to personal investment and development as personal investors, including their consideration set along the way and its evolution as they become more mature and sophisticated investors.

Methodologies included group card sorting, 1:1 remote interviews and tree jacking.

The results predominantly validated Genpact’s terminology and organizational structure. The team updated a quarter of the terms and engaged in light design edits. 

Through surveys and focus groups, I gained an understanding of the influences that impact manhood (in the wake of the #MeToo movement) and the culture of shaving, including males’ consideration sets, rituals and attitudes and the evolution of each as they age.

I leveraged online bulletin boards to create a more robust digital psychographic segmentation profile for McDonald’s key global audiences. 

I led research and strategy to develop a product line and brand identity within the Vegan skincare space. 

I taught strategy and developed strategic programs for social and digital teams at MGM Resorts. 

I led research, strategy and creative development for a Ducati RFP. Additionally, I led strategic efforts to win Ducati campaign work.  

I developed and facilitated content and gap analysis workshops for Groupe SEB brands: All Clad, T-Fal, KRUPS, Lagostina, Rowenta.

I defined Death To Tennis' social strategy while laying out a six month plan for all social media efforts to support its brand and business goals (creating awareness, driving ecommerce sales, introducing a new brand positioning). 

I developed strategic insights and digital strategies for campaigns over a two-year-period that won numerous Ad Age, Midas, Reggie and Clio awards.

I also re-framed MasterCard's approach to delivering Priceless in the social and digital space. 

This Included: 

•Brand positioning

•Segmentation analysis

•Evaluation of social voice

•Channel analysis + platform recommendations

•Competitive analysis

•Partnerships (Influencers, innovation, publishers, new tech, other businesses) 

•Evaluating cultural relevancy and providing a POV on the approach

     -Evaluating Priceless

     -How does MasterCard currently exist in culture? 

     -How do we want MasterCard to exist in culture? 

I developed a social media and content strategy for Office Depot Office Max to drive quarterly back to school and holiday sales in stores and online. 

I helped develop the digital strategy and lead the consumer journey workshop for L'Oreal's Advanced Haircare Shampoo. McCANN then developed an integrated marketing campaign that lead L'Oreal to redefine their everyday shampoo line. 

I led the insights integration, activation planning, communications planning, campaign reporting and helped develop the playbook for Mastercard Europe's UEFA Champions League campaign in Spain, Italy and the UK.

I also led a globally collaborative salute to legendary golfer, Tom Watson, which broke Mastercard records for engagement. It won 11 Midas Awards, 1 Clio and digital campaign of the year internally. I created the digital strategy, playbook, communications strategy and produced the majority of the live content. 

I developed scalable strategic data measurement and experiential methodologies for ABInBev’s 3-year plan.

I executed quantitative and qualitative research, storytelling and results presentation for its Food and Savor strategy.

I unncovered and built new channels to expand and engage membership, define the organizational roadmap and grow Be Social Change's social innovation community.

I re-designed a responsive breaking news, sales and community platform for the citizen journalism news platform, Demotix. The user experience design targeted three audiences.

Additionally, I conducted interviews, gathered and analyzed community feedback, group discussions, Google Analytics and incorporated design thinking practices into web and mobile site re-design to increase contribution quality, and sales.

I managed digital research communities, live moderation, methodology design, ethnographic analysis and synthesis for Chevy Cruze global market research campaign to uncover target audience, vehicle insights and feature proof points.

Chevy ultimately applied our US findings to their 2016 model.