Global Passion Points

The Ask

Intuit Quickbooks partnered with my team on global initiative to identify a single, durable “passion point” that could anchor partnerships and campaigns across diverse markets. The challenge was to find something emotionally resonant yet analytically defensible, spanning four distinct audience segments across the US, UK, Canada and Australia. The client was primarily interested in the following audiences of entrepreneurs as well as the “next generation of entrepreneur”:

• Next Gen | age 18-26; no requirement of employment (US, CA, UK, AUS)

• Solopreneurs | 0 employees (US, CA, UK, AUS)

• Small Business Owners | 1-9 employees (US, CA, UK, AUS)

• Middle Market | 10-99 employees (US, CA, UK, AUS)

My Role

My role was to project manage, design, execute a methodology to surface and validate these passion points. I had to go through behavioral, attitudinal, and cultural data to identify areas of consistent overlap while balancing stat sig with creative opportunity. Ultimately, the goal was to prioritize insights that were both quantifiable strong and culturally meaningful.

• Phase I: identify, vet, and validate passion points. Sub phases of Phase I included: IA) identify audience passions IB) Deep dive into trends and micro-cultures IC) Understand passion durability ID) Passion Validation

• Phase II: share creative ways into 2 passion points.

• Phase III: Develop guiding principles that can serve as guidance for marketing efforts

Phase IA Sub-Goal:

Fill this grid with relevant attributes for each audience (across all countries) and make sense of the results

Phase IA Approach

1. Vet Survey Partners:

   Syndicated tools were out of the equation due to unreliability of cross-country validation. Therefore, the best approach for such a high-stakes ask is to go custom: Depending on the audience, different partners would perform better. For example, large gen-pop reach requires very clean quotas and fast, multi-country screeninig. Younger audiences would be better reached via mobile-first approaches with potentially low patience for long surveys. B2B audiences are inherently hard to find, so there might be a need to target at the company level depending on size. Furthermore, there would be a need to run a “soft launch to ensure incidence rates keep us on budget.

2. Attribute Discovery & Questionnaire

   Sourced themes using social listening, NLP, and GWI/MRI information (think “crypto investing,” “eco-friendly packaging,” “side-hustle culture”). Overall, binary wording works better for indexing: “Which of the following truly describes you? (Select all)” Every tick becomes 1; everything else 0. In some cases we opted for depth: “How strongly do you feel…” or a MaxDiff for prioritization once we knew which attributes clear significance.

3. Sampling & Fieldwork

   Quota controls: country, gender, and broad industry to avoid hidden skew.
   Weighting: post-strat rake each audience to its census frame; the combined “General Population” weight is the union of all four.

4. Index Calculation

   We needed to trace back the stag sig of the results back to the index. You can find the “light math” backtracking at the very end of this page (sorry - issues with website)

5. Populating the grid (images below)

   Per the grid specifications above. Masked results are below:

Next Gen | age 18-26; no requirement of employment (US, CA, UK, AUS)

Solopreneurs | 0 employees (US, CA, UK, AUS)

Small Business Owners | 1-9 employees (US, CA, UK, AUS)

Middle Market | 10-99 employees (US, CA, UK, AUS)

Result:

SIX passion points that spanned all audiences, across all markets.

The mass-survey approach was praised by the client and asked for future work. It also allowed us to keep selling work throughout the phases. All of this contributed to client success and revenue.