BACKGROUND
This project was for clients in the HR consulting and digital health SaaS industries. The goal was to generate qualified engagement while surfacing real intelligence from the right audience.
For the pay equity consultancy, I wrote a poll framed around a forced choice with no obviously correct answer, so respondents would have to reflect on their actual situation rather than select the most acceptable-sounding option. The result was a post that filters responses toward the most relevant segment of the audience while giving the brand useful content intelligence.
For the digital health SaaS company, I wrote a poll that opens by acknowledging how much the audience is already dealing with before asking anything of them, using a forced-choice format to surface real operational priorities rather than general opinions. The result was a post designed to feel like genuine product research rather than a marketing exercise.
