ProgramsMBA IMMERSE Interterm (SPRING 2019)ProjectsUnderstanding The Buyer Journey for Voice Over Talent

Project Title: Understanding The Buyer Journey for Voice Over Talent

Voices.com

Details
Project Title Understanding The Buyer Journey for Voice Over Talent
Project Topics Growth Strategy Marketing
Skills & Expertise AI-Assisted Research Tools Brand Positioning Buyer Journey Mapping Competitive Analysis Consumer Behavior Analysis CRM Analysis Customer Interviews Customer Segmentation Data Analysis Data Visualization Excel/Google Sheets Executive Presentation Development Market Research Marketing Strategy Persona Development PowerPoint/Google Slides Qualitative Research Qualtrics Quantitative Research Statistical Analysis Survey Design Systems Thinking
Project Synopsis: Challenge/Opportunity
Voices.com is one of the world's leading online marketplaces connecting businesses with professional voice-over talent. Organizations of all sizes rely on the platform to source voice actors for commercials, e-learning, corporate training, animation, podcasts, video games, audiobooks, and countless other digital media applications. As demand for voice content continues to grow alongside the creator economy and digital transformation, understanding how organizations discover, evaluate, and purchase voice-over services has become increasingly important. 

While Voices.com has successfully built a global marketplace, continued growth depends on developing a deeper understanding of both existing customers and prospective buyers. Purchasing decisions are influenced by numerous factors, including project type, budget, procurement processes, brand awareness, competitive alternatives, and stakeholder priorities. Better understanding these factors can help Voices.com improve customer acquisition, strengthen messaging, optimize the buyer experience, and increase long-term customer retention. 

This project will challenge students to investigate the complete buyer journey for voice-over services within the United States market. Through primary and secondary research, students will identify customer needs, decision-making behaviors, barriers to adoption, purchasing motivations, and competitive perceptions. Students will also evaluate how prospective customers interact with the Voices.com brand and identify opportunities to improve marketing, sales, and customer experience strategies. 

Ultimately, the project seeks to answer a central question: 

How can Voices.com better understand and optimize the buyer journey to increase customer acquisition, improve conversion, strengthen brand perception, and drive long-term marketplace growth? 
Project Synopsis: Activities/Actions Required
  1. Develop an understanding of the voice-over industry, online marketplaces, and the Voices.com business model.
  2.  Research the competitive landscape and identify alternative solutions buyers consider when sourcing voice-over talent. 
  3.  Conduct primary qualitative research through interviews with current and prospective customers. 
  4.  Design and administer quantitative surveys to validate research findings across target customer segments. 
  5.  Analyze customer decision-making processes, purchasing behaviors, motivations, and barriers throughout the buyer journey. 
  6.  Evaluate customer perceptions of the Voices.com brand and key competitors. 
  7.  Assess current marketing messages and test messaging effectiveness across various buyer personas. 
  8.  Identify opportunities to improve customer acquisition, conversion, retention, and overall user experience. 
  9.  Present strategic recommendations supported by research findings and customer insights. 
Project Synopsis: Expected Results
Success will be measured by the team's ability to deliver actionable customer insights that help Voices.com better understand purchasing behavior and improve the customer experience. 

Successful outcomes include: 
  •  A comprehensive analysis of the voice-over buyer journey. 
  •  Identification of key customer segments, purchasing motivations, and decision criteria. 
  •  Clear understanding of barriers that prevent prospective customers from engaging with Voices.com. 
  •  Evaluation of customer perceptions relative to competing platforms. 
  •  Data-driven recommendations to strengthen customer acquisition and marketing effectiveness. 
  •  Strategic messaging recommendations tailored to priority customer segments. 
  •  A professional presentation and research report that supports future marketing and growth initiatives. 

Project Timeline

Touchpoints & Assignments Date Type

Program Kickoff

 Mar 02 2019 Event

Program Managers

Name Organization
Alice Obermiller University of Notre Dame

Teams

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