Research Portfolio

Anna Litvinenko
 Contents

Background
1 Brief overview of education, employment
history, and skillset

Case Studies
2 Description of past work projects - team, goals,
design, methodology, findings, insights

Contact Information
3 Ways to reach out and get more information
about me

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Nice to meet you!

I am a researcher who loves to study human

behavior. Extensive international experience
helps me to see things from a different
perspective, computer science knowledge
allows me to do tasks fast on a bigger scale,
and passion for visual arts brings clarity and
grace into my data visualizations

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 Skills

Quantitative Research Qualitative Research

longitudinal studies, online and focus groups, semi-structured
mobile surveys, CATI, CAPI interviews, mobile diaries

Data Analysis Survey Design

exploratory data analysis, significant project proposal, sampling,
differences, regression, cluster, CHAID, questionnaire/guide development,
correspondence, standardized residuals data analysis, report preparation,
presentation of the results

Market Research
Data Visualization
Project management

Languages Photography
English, Russian, German

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 Employment History

CENSUS INTERVIEWER RESEARCH PROJECT

2010, Moscow, Russia MANAGER
2013-2015, St.Petersburg, Russia
Face-to-face Interviewed people
for All-Russian Census 2010 End-to-end managed ad-hoc quant.
and qual. projects

ACADEMIC RESEARCH RESEARCH PROJECT

ASSISTANT MANAGER - TEAM LEAD
2010, Moscow, Russia 2015-2016, Moscow, Russia

Helped to conduct studies for a End-to-end managed syndicated and

research lab at my university ad-hoc quant. and qual. projects

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Case Study.
Concept Testing

Complex project consisting of

qualitative and quantitative stages

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Context
Company X, an internet and cable TV
provider, one of the market leaders, is
planning to introduce new Mobile Virtual
Network Operator (MVNO) product. The
team working on it wants to conduct a quick
and inexpensive study that can help to tune
the product release

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 • To understand the habits, desires, and pain points of the Mobile Network
Operator (MNO) customers
• To determine familiarity and attitude towards MVNO technology
• To identify the barriers that can prevent people from using the product
GOALS • To evaluate the interest and potential demand for MVNO by company X
• To test the idea of service packages (cable TV + internet + MVNO)

• Tight budget (it’s a side project)

• Tight timeline (the product is going to be released in 8 weeks)
• Target audience is undefined
CHALLENGES • No previous knowledge on wireless carriers or mobile virtual operators

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 Research Design
In order to get the first glance on what concepts
people use to describe their wireless behavior, the
project started with exploratory focus groups.
The information obtained was used in
questionnaire development for the stage two.
Illustrations by Freepik Stories
For the second, quantitative, stage the
questionnaire was programmed. And
the respondents answered online using
their own laptops or other devices.
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 Design Explained - What and Why

Quick to organize. Team observing the group can send text-messages to moderator
Exploratory focus groups
with questions/comments on-the-fly
Online interview with current clients of
The cheapest and fastest yet reliable way to get real people
Method company X
Structured programmed questionnaire The fastest way to collect and process data. Minimum open answers
Statistics shows that this is the critical point. When the questionnaire gets longer,
Interview length ~ 20 min
significantly more people quit before finishing the survey
Company X operates in 39 cities, that can be divided into 2 groups by population -
St. Petersburg (population over 5M),
Geography Kirov (population ~500K)
over and under 1M people. For MVNO test, one city from each group was chosen.
Also, both cities are relatively close to Moscow, easy and cheap to travel to
Males and Females
The broad requirements allowed to explore different attribute combinations
18-60 years old
Current clients of company X Supposedly enough time to figure out advantages/disadvantages and the image of
(6+ months experience) company X
Respondents
Participate in choosing mobile network
People who can actually make an informed decision and actually try new product
operator and plan
400+ respondents in each city, Since the project was exploratory in many ways, we needed enough people in
906 respondents overall groups by age, gender, current mobile operator, etc

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 Team

my
role

MANAGER - TEAM LEAD FG MODERATOR PROGRAMMER CLIENT REPRESENTATIVE

general management, focus group guide questionnaire and tools focus groups
research design, development, for real time metrics observation,
quantitative data analysis, group moderation, programming, constant feedback on
report preparation, qualitative data analysis data processes questions and findings
final presentation optimization

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Icons by Flaticon
 Insights
MNO Behavior
• People tend to stick with the same operator
for several years
• The main barriers to switch are bureaucracy
(complicated application process, additional
effort to keep the number) and the price
policy which often favorites within same
operator calls
• Half of the respondents are very happy with
their current plan and are reluctant to change
the provider
• The main pain point is the complexity. People
don’t understand fully how the price is
calculated, and what restrictions are in place.
This increases frustration and brings down trust
MVNO Perception
• People know very little about MVNO
technology and their expectations are
contradictory
• There is a need in full and clear information
on MVNO technology - how it works, what
infrastructure uses, what are the advantages
and disadvantages, how the switching process
works, who is responsible for the quality, how
the sim-card is delivered etc
• Customers’ profiles differ across mobile
operators. Clients of a particular operator
are more willing to try something new, they
can be targeted first in the promotion campaign
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 Let’s imagine the new mobile virtual operator under the brand Company X comes to town. How
likely is it that you will try it?
Likely + More or less likely
Unlikely + more or less
unlikely + neutral

Gender (906)

WHO IS MORE WILLING TO TRY NEW Male (596) Female (310)

MVNO PRODUCT?

In order to identify the target group, I

Number of sim-card
performed CHAID analysis. This decision tree
allows us to predict that men from Kirov who 1 (212) 2+ (384)
use two or more sim-cards and don’t like their
roaming rates has the biggest potential to try
MVNO from company X.
Roaming satisfaction

Bottom-3 (236) Top-2 (148)

City

St. Petersburg (115) Kirov (121)

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 Business Outcomes

Because of this research, company X was able to:

• choose the city to roll the product out
• understand the main pain point of wireless service customer and address it in MVNO product
promotion
• decide what image characteristics will help MVNO product to stand out among competitors
• identify the target group of customers who are more likely to try the new product
• evaluate interest towards service packages (cable TV + internet + MVNO) under company X brand

MVNO by company X was released in Kirov

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Case Study.
Mobile Diary Study

Qualitative project studying

human behavior

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Context
Y, an internet company, has recently
acquired several businesses (instant
messages app and online game developer).
In order to promote the applications
developed by those businesses in the most
effective way, company Y wants to know,
how people research, choose, install,
categorize, and use apps on their mobile
devices

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 What apps are installed
Installed Apps What app categories are present
How the displays are organized and why

Where people get information about apps:

Search For New recommendations by friends/relatives,
Apps app reviews, app ratings
Research Subject What words and phrases type in the search line

What apps they choose and why

People interaction with apps App Store What information take into account
can be broken down into How many apps decide to download
stages. Here are the questions
that my team and I were What actions people take when interacting with
interested in on every stage new apps
Newly Installed
How long does it take to dislike and delete an app
Apps If several apps were downloaded, how further
evaluation is done

How often people use different apps and in what

App categories
Preferences What apps are almost never used and why
What apps are most often used and why

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 Research Design

• For this contextual research my team chose mobile

diary study method. It’s intimate and thus
non-invasive, yet rich and deep in understandings
• For 12 days, respondents took screenshots of their
common actions, and commented them using our
portal. On average, a person uploaded 15
screenshots a day
• Also, respondents were given tasks - to find, choose,
download, and use applications specific to their
specific needs

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Illustration by Freepik Stories
 Team
my
role
close collaboration
MANAGER - TEAM LEAD
general management,
research design,
quantitative and
qualitative data analysis,
report preparation,
final presentation
Icons by Flaticon
QUALITATIVE MANAGER PROGRAMMER ASSISTANT
research design, tasks mobile diary portal direct communication
development, remote development, with respondents,
interviews, qualitative data processes portal guidance, regular
data analysis, report optimization follow-ups
preparation, final
presentation
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Research Object
It was important to recruit
respondents with different
backgrounds, habits, and
needs. Our team met and
interviewed over three
dozens of people in order to
get the most diverse sample
Gender Mobile Devices
Female (17 people) Smartphone (15 people)
Male (4 people) Tablet (18 people)
Age
OS
15-20 y.o. (7 people)
21-30 y.o. (4 people) iOS (9 people)
31-40 y.o. (6 people) Android (12 people)
41-55 y.o. (4 people)
Active Users Of
Geography Social networks (19 people)
Mailboxes (17 people)
Moscow (21 people) Messengers (17 people)
Games (18 people)
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 Respondent Cards
To keep information structurized, my team created cards. We printed them out and pinned to the wall. It
appeared a great visual aid when communicating with respondents and helped us remember important
characteristics of each of them

→ → → →

Social Network Messenger Mailbox Game

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Icons by The Noun Project
 Insights
Every user goes through four stages: 1. Search ⟶ 2. Downloading ⟶ 3. Testing ⟶ 4. Keeping
Depending on the behavior on every stage, people can be divided into three segments

Determined Explorers Hybrid

• Tend to download just one app after
careful research and consideration
• For them, the process is not about
exploring, but about the result
• Mostly committed to the set of
applications they already have
• Know why and in what circumstances
installed every app
• Apps often are categorized and put
in folders
• No clutter
• Download many apps, test them and
delete the least liked
• Enjoy Downloading and Testing
stages, tend to keep several apps
• More installed apps
• Have more screens, less structure,
and more clutter compared to
Determined
• Can easily provide the advantages
and disadvantages of different apps
• Enjoy exploring new features and
customizing their devices
• Demonstrate situational behavior,
depending on the task
• Sometimes download just one app
specific for a short-term task, when
the task is long-term, follow the
Explorer’s path
• In some cases, download apps by
recommendation or an ad and keep
them “just in case”
• Have more structure than Explorers,
but less structure compared to
Determined

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Icons by Flaticon
 App Structure

Few Many, structured All

Only the apps that are used Folders for categories. Many screens, no folders and/or
often. The same app can be Sometimes each screen works categories. Duplicate never used
deleted/restored many times as a category apps, all kept

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 Business Outcomes

Because of this research, company Y was able to:

• identify the patterns in people behaviour when they search, choose, download, and use applications
on mobile devices
• get insights on specific categories of apps: mailboxes, messengers, social networks, and games
• understand how people organize their screens and how this affects app using
• collect people opinions about company Y’s apps in comparison with competitors (through tasks)

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 Thank you!

Do you have any questions? Please contact me:

litannalex@gmail.com
linkedin.com/in/annalitvinenko
+1 415 866 4837

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