swim up hill
THE project.
We had the privilege of working with Swim Up Hill to develop and execute a research study. From writing a proposal, to conducting qualitative and quantitative research, to presenting insights - this project put our research skills to the test.
tHE client.
Swim Up Hill is a non-profit organization founded by Jamal Hill - a Paralympic Swimmer - to address the epidemic of drownings among minority communities. Hill developed a method of swim education that removes barriers, particularly for those who are aquaphobic. This unique method has helped the organization grow - with the goal of teaching 1 million people how to swim by 2028.
THE ask.
In pursuit of their ambitious goal, Swim Up Hill asked for research to be conducted to help them understand the best ways for them to grow their method, particularly in Southern California. Currently, Jamal Hill is the only teacher of their method. Their business objectives were to grow their method and their brand in order to reach their goal by 2028. Our research was requested in order to outline the best path forward for them to take.
THE research process.
After each member of our team submitted a response to the RFP, Swim Up Hill selected elements of the best two proposals to move forward with. We established five key research objectives which guided the rest of our process. We had a two-phased method. First, we conducted secondary research to gain a deep understanding of the communities SUH wanted us to focus on. Next, we conducted in-depth interviews with key players in the swim instruction industry. Finally, we drew insights from our research and presented our recommendations for how SUH should execute on them.
phase-1 discovery.
During the first phase of our research, we realized that Swim Up Hill is taking on a cyclical challenge, as each problem in the industry leads to the next. This informed how we chose to proceed with the rest of our research process, as we realized that SUH could play an integral role in breaking this cycle.
Information to insights.
After we collected data in phases 1 and 2, we parsed the data for information. From this information, we developed insights. These insights gave us a glimpse into the opportunities that SUH can execute on moving forward. These insights informed our recommendations on how SUH can achieve their business objectives.
insights to recommendations.
From our insights, we developed four key steps that Swim Up Hill can take to achieve their business objective and, ultimately, break the cycle we discovered in our research. Swim Up Hill needs to articulate the unique value their method provides, particularly in how it reaches an audience often overlooked by swim education. Next, SUH needs to clearly articulate its brand identity and streamline its digital presence. Third, they need to establish an internal infrastructure of instructors who can instruct other educators on how to teach the SUH method. Finally, SUH needs to embrace its position as an industry leader that is revolutionizing swim education.
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THE TEAM.
Allia McDowell (CBM ‘23)
Andrew Krysinski (CBM ‘23)
Ashley Huang (CBM ‘23)
Mia Douglas (CBM ‘23)
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MY CONTRIBUTION.
As my proposal was one of two selected to guide the research process, I served as the co-leader of this research team. I wrote discussion guides for our in-depth interviews, conducted interviews, parsed the data for information, and drew insights from there. From the insights, I helped the streamline our recommendations to address business objectives. I also developed the deck and deck storyline. I also served as a key liaison between the client and our research team. This was especially important as the research and business objectives changed along the way.
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