Hi there,
Alicja Głowicka here.

An empathetic user researcher with a background in strategic marketing and content design. Comfortable delivering products and content to meet real human needs.

Currently at This Works, previously at Unilever & Nivea.

Get in touch on LinkedIn or email me.

Product manager

Responsible for global marketing plans, performance analysis, communication development and customer research. Ran quantitative and qualitative research including interviews, surveys and testing creative. Provided synthesis and presented findings to senior stakeholders.

Unmoderated qualitative testing

Ran a test on 2 creative routes for an upcoming marketing campaign, with 10 users and synthesised the results. The winning creative has been implemented in a national campaign across all marketing touchpoints.

Moderated interviews

Wrote a discussion guide and conducted 27 interviews (7 in-person, 20 over the phone and Google hangouts) to understand the attitudes of the existing customer base towards a name change of a core product range.

Quantitative brand awareness study

Designed a questionnaire and worked with a research consultant on designing a study with 300 respondents. The results have informed a long-term brand strategy including category management, 3-year KPIs and budget planning.

Content design

Taken content from discovery to production with a partner charity. This included desk research, interviews, user journey mapping, identifying user needs, prototyping and content creation.

Product launch

Led a cross-functional, international project team. Completed an end-to-end development of a new product line, proposition and product testing as well as pricing and channel strategy.

Qualitative

Proposed and conducted consumer interviews amid declining sales to understand the pain points. The iterated product packaging design has been adjusted to reflect consumer needs in the category and rolled out across all markets.

Quantitative

Validated market potential for a new body care line, by creating 4 product concepts which were tested in the German market with 600 respondents. Worked closely with the research agency IPSOS on the questionnaire and measures that will be used.

Product portfolio

Managed a portfolio of 25 products and conducted a relaunch of the core product line. Delivered brand communication across all touchpoints including two TV ad adaptations.

Ethnographic study

Assisted in at-home interviews to understand the consumer needs in the body care category, the attitudes towards the brand, competitors and price positioning.

Eye-tracking shopper study

Used the results to inform an improvement of in-store key visual layouts.