PORTFOLIO

h.n.hostetter@tcu.edu

Most audience researchers have never performed for an audience. Most actors have never designed or analyzed a rigorous research study.

I've done both for nine years.

II’m Helen, an audience and market researcher with a rare combination of methodological rigor and real-world communication experience. I have led 20+ research projects using Qualtrics, SPSS, and mixed methods, and I also bring extensive experience creating, presenting, and evaluating content in high-stakes, audience-facing environments.

I understand what makes messaging and content work because I’ve experienced it from both sides. As a researcher, I design studies, analyze data, and translate insights into clear, actionable recommendations. As a communicator, I’ve presented to stakeholders, read audience reactions in real time, and adapted messaging to drive engagement and outcomes. I’ve studied platform and content strategy academically and applied those insights practically, contributing to initiatives that drove 733% year-over-year membership growth and a 1,340 % increase in new accounts reached through data-informed content strategy.

This dual perspective allows me to go beyond reporting metrics. I understand context, creative intent, and business objectives, and I connect audience insight to decisions that have measurable impact.

Currently, I support organizations across media, technology, and financial services by helping them make smarter decisions through audience research, performance analysis, and strategic insight.

Helen Hostetter BBA

Marketing Researcher

Social Media Marketing Consultant & Coach

Melinda’s Hot Sauce Focus Group & Qualtrics Research Survey - TCU Client

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Impacts of Color on Consumer Behavior

Sensory Marketing @ Whole Foods

Dave’s Hot Chicken Research Survey - TCU Client

Barbie Case Study in Diversity

Perception of Trinity River Pollution Research

Winner - Kroger Multimedia Marketing Campaign Pitch - TCU Competition/Client

PragerFORCE Research Overview

PRAGERFORCE PROGRAM REVITALIZATION
Research-Led Turnaround of Paused Membership Program

Challenge:
Hired to revitalize PragerFORCE membership program that had been paused due to limited engagement and unclear strategic direction. Tasked with diagnosing barriers and developing data-informed strategy to prove program viability.

Research Initiative (Self-Proposed):

  • Proposed comprehensive audience research to diagnose why program failed; proposed and secured C-suite approval for incentive budget (branded socks, first 100 participants)

  • Designed multi-objective survey using Google Surveys; identified and targeted key audience segments; analyzed 82 responses examining member preferences, non-member barriers, and viral content characteristics

  • Presented research findings and strategic recommendations to Chief Marketing Officer

Strategy Execution:

  • Created 13 research-informed content pieces based directly on survey insights

  • Secured multi-department approval from Content Team, Design Team, and leadership for each piece

  • Developed 11 influencer partnership content pieces and 4 evergreen future assets

Turnaround Results:

  • 733% year-over-year membership growth proving program viability

  • 4x increase in sign-ups during campaign vs. prior year same period

  • Program successfully relaunched with sustained growth trajectory

Additional Innovations:

  • Created new member-connection event format

  • Simplified event planning processes

  • Developed research framework adopted for ongoing insights

Key Deliverables:

  • CMO-presented research report with strategic recommendations

  • 13 multi-department approved content pieces

  • Influencer partnership strategy

  • Event framework and process documentation