PORTFOLIO
MOBILE APPS
At Gameloft, a leading video game developer and distributer, I led global product research for our company's video game releases. Based out of NYC, my team implemented user testing, focus groups, title & pack testing, and game evolution studies for both mobile and limited console releases. All qualitative studies and focus groups were conducted internally by our team, with recruitment efforts handled by both 3rd party agencies as well as our own 10k consumer research panel we built from the ground up.
For a more complete listings of games I've worked on, please visit:
https://www.mobygames.com/person/409417/elizabeth-l-cronin/credits/
MUSIC ARTISTS
Album campaigns involving A&R strategy and deep dive audience insights.
As the Director of Artist Insights for Universal Music Group, I had the privilege of working with and supporting a diverse array of albums and campaigns. Some of our most impactful reporting included: Shawn Mendes, Nick Jonas, Demi Lovato, Post Malone, Taylor Swift, Selena Gomez, Rihanna, The Weeknd, Luke Bryan, Chris Stapleton, Billie Eilish, Lady Gaga, Troy Sivan, Katy Perry, Kanye West, and countless others.
BRAND CAMPAIGNS
Major Artist x Brand campaigns supported through strategic research and insights.
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Universal Music Group for Brands (UMGB) is a full service agency within UMG that works with brands to implement music strategy to achieve their goals. My team assisted in impact measurement and audience insights for several major campaigns involving UMG Artists.
Specific campaign examples we worked closely on include:
Shawn Mendes x Papermate: #SpreadJoy Campaign
M&M's Spotlight Series ft. DNCE
M&M's Spotlight Series ft. Carly Rae Jepsen
RECORD LABELS
As the U.S. lead of Artist Insights, I was in the unique position to service all of UMG's owned and associated labels and teams. This contributed to my expertise across a range of genres including Pop, Rock, Hip Hop, Rap, Indie, R&B, Country, Classical, Jazz, Latin, Gospel, and more. A few of the labels I worked most closely with include the following:
For a complete list of Universal Music Group record labels, please visit: