Christie Lam
©2024 Mag-Ex
Research + Insight
The uniting principle for my research is to understand people and how to meet their needs. I use qualitative and quantitative approaches to bring together all kinds of data, allowing me to build up a robust and unique picture that arrives at new truths. Research is a fundamental part of decision-making, and my work makes sure that strategy is informed directly by the people it will impact.
Museum of West African Art
MOWAA is a planned cultural complex in Benin City, Nigeria, that will bring together West African treasures and art, including those looted from Benin City by the British forces in 1897, and act as a hub for the arts in West Africa.
Our team worked with Legacy Restoration Trust, an independent body overseeing the development of the museum, to create a strategy that modelled pre-opening to the first 5 years of operations.
I led the market scan, which included mapping the country’s cultural infrastructure, collaborating with a local partner for an audience survey, writing case studies and benchmarks as well as managing stakeholder consultation. This was synthesized to inform how the business model of the museum was conceptualised, creating recommendations for operating streams.
Our business plan enabled MOWAA to secure key funding and partnerships with the German Archaeological Institute and Ford Foundation, and kicked off a major phase of construction. MOWAA is currently co-curator of Nigeria’s Pavilion at the 60th Venice Biennale and is presenting a range of archaelogical and art programs prior to opening. Our work laid the foundations for their future operations.
This project was a match made in heaven with my background in postcolonial history – I was tangibly contributing to building new models for cultural institutions that weren’t based on a Western and colonial canon. I advocated for workshops and case studies to include the best from outside Europe and America. We wanted the inspiration for this project to be from institutions that reflected Nigeria’s cultural context, and not be built in the image of colonial-era museums.
The Coca-Cola Company & AKQA
I worked with the Coca-Cola Company to understand how a new digital product could serve the needs of young people. In partnership with AKQA, we tested a number of product concepts on Gen Z consumers from a range of markets, including those outside of Europe & America.
Our insights play a role in product development, potentially in a number of products in order to be specialised to the uniqueness of each market.
I was part of a diverse team of strategists for this project, all from different cultural contexts, and we collectively made sure that our approach flexed to the specificities of each market. I also led the statistical analysis (t-test) and co-presented quantitative survey results that allowed the client to understand the data relative to their personal comfort levels in interpreting quantitative data.
Nike
I worked with Nike North America’s Athlete Marketing team to understand how a roster of their athletes could be positioned with their superfans across key markets. I led and designed research sprints on 3 major athletes from different sports, speaking to global Gen Z markets, experts, and decision makers such as parents and coaches, and collaborating with a social listening agency. I uncovered insights about each athlete’s unique brand, summarised in a short research film, to support brand and product positioning.
My work allowed them to launch new brand positioning for three major athletes, most significantly for the NBA’s 2023-2024 Rookie of the Year, Victor Wembanyama, who was formally introduced to the US market positioned as “The Alien”.
I was immersed at the edges of Gen Z fan culture and pop culture and was able to advocate for the value of unconventional experts -- from young basketball players, to opinion-makers / gatekeepers such as high school coaches, streetstyle experts, and podcast hosts.