Universal Express Pass Analytics

For my Customer Insights and Analysis course, my team conducted a 112-participant A/B test examining whether benefit-focused messaging increased purchase intent for Universal Express Pass. We found that perceived value and willingness to pay were stronger predictors than messaging alone, leading us to recommend segment-focused targeting, pricing and bundle tests, and stronger value framing. I co-developed the survey and experimental stimuli, recruited participants, analyzed data using R, and designed the presentation, data visualizations, and advertisement mockups.