Apples & Oranges

B2B_B2C

I’ve been fortunate to have been able to get involved in some B2C projects lately–both on the research and writing fronts. The new B2C projects have been mostly in the CPG industry and, interestingly, the target for most of these projects has been the same: mom. Wow, what a very different audience than the payments processing customers for whom I’ve been researching, designing and writing since July 2013 at Vantiv!

I’m always thankful for the great volume of B2B projects I’ve had over the past 2 years of freelancing, but have been eager to expand my skills into the consumer side of things. Writing for consumers is so incredibly different than writing for B2B industries. I really like that image I found for this blog; the old “apples and oranges” adage is certainly applicable here.

Much of the B2B writing I’ve done is more on the technical writing side–like a whole lot of system documentation and instructions at Vantiv. In that kind of writing, getting your point across very clearly and efficiently is most important. In consumer-facing writing these characteristics, of course, continue to be important–but it’s also key that your writing grabs the attention of your audience. For virtually every product or service consumer marketing is trying to sell, the competition is stiff. B2C marketers have literally mere seconds to capture their target audience’s time and attention. With the continual onslaught of information in today’s technological age, consumers’ attention span has grown increasingly short.

This kind of short-form writing has been a new challenge for me–one that I’m excited to tackle and know that I am improving in with each day! I hope to continue to take on a wide variety of projects throughout 2015–and beyond.

Deliciously Dark Dexter

dexter

I’m not a TV watcher; I never have been. These days, we don’t have cable service but just rely on Netflix for the evening entertainment needs around our house. However, one of few series that I consider indispensable viewing is Dexter. The characters are wonderful (particularly Dexter himself), the scenery is lovely and the plot twists are so fun. It’s no surprise that Dexter is one of my all-time favorite TV characters since he fits my standard profile of intelligent, socially-awkward misfit who has trouble connecting with other people.

Sidebar: Other characters on my list of super-favorites include:

  • Sheldon Cooper (Big Bang Theory)
  • Buster Bluth (Arrested Development)
  • Walter Bishop (Fringe)
  • Benedict Cumberbatch’s Sherlock Holmes (BBC Sherlock)

Okay, okay, Buster is a bit of an oddball, but more about those characters in a later blog post.

Getting Back to Dexter…

Being the major Dexter fan that I am, I’ve been doing some browsing around online to check out fan sites and communities. Doing so has also gotten me really interested in checking out the book series that inspired the TV series. I very rarely make time for fiction reading, but I think this shall be one of those exceptions! Here are some great online Dexter resources I’ve come across lately:

Writing, Editing and Project Managing for WriterGirl

writergirl

I’ve recently began writing some blog posts (they’re not live quite yet, though) for WriterGirl, a digital healthcare content company for which I’ve been an associate for almost a year now. It’s been a great experience working with the folks there; I started out as a writer–which I continue to do and enjoy–but have also recently began picking up projects as an editor and a project manager. I love new adventures!

Anyway, I was cruising their blog this morning and came across this recent post by Jessica entitled “5 Lessons Every Marketer Can Learn from Frozen.” It’s a very fun and informative article! I always love a good Disney reference. Be sure to check it out!

Conducting Some Qual…Online!

online-qual

I feel like I’ve moved into the 21st century. I recently helped to set up, facilitate and report the results of an online discussion board for the United Way of Greater Cincinnati (UWGC). It was a really fun, educational experience. Coming from academia, transitioning from using a typewriter to a computer to publish one’s thesis is considered a bit of a big deal!

As I blogged about here, back in November I completed a course with Carol Shea (of Olivetree Research) about developing and testing new concepts using online discussion boards. I was excited to actually get to work with Carol on this UWGC project. (Thanks again, Carol, for this great opportunity!) The discussion board went very well; we had many participants who shared insightful comments. As much as I enjoy moderating the actual discussions, carefully reviewing and analyzing the findings to distill new insights for the client is my favorite part of the research process.

I hope to continue to get involved with more research projects this year–especially those of the online variety. It’s evident that this is the direction in which qualitative research is going in the (immediate) future, so I know that I need to polish my online research skills. Email me today (danielle.quales@gmail.com) if your company has a upcoming qualitative research project (B2B or B2C–I do it all!) that needs freelance support!