Madison Kuziela
Fall 2024
Market Research
Research Problem(s) Studied
The company faces competition from organizations offering online health and wellness services. While we offer nutrition and fitness programs, conveying our value and reason to participate to students is challenging. To stay competitive, we must develop a targeted marketing strategy emphasizing personalized services and convenience to ensure that we effectively connect and engage with students.
Survey 4-6 potential students
I selected a survey, which I did through Google Forms. I feel like a survey is the most beneficial way to see if students would be interested in and willing to participate in the program. Using a survey is an easy way to collect information on many different groups of people. It is also easy to access a survey; all you have to do is text it to someone or email it.
Part Two
I surveyed six people and found they would be interested in this program. They mainly look at the internet for resources about nutrition & health. They said they would provide articles about nutrition, give away protein bars or energy drinks, and provide different online resources like videos. The two top aspects they would like to learn more about are healthy eating habits, meal planning, and physical fitness were tied for number two. All of them, but one said attending these events monthly would be beneficial. Having this program online would be the most convenient for all of them, they said. After conducting this research, I have learned that my service would benefit students on campus. For this service to be successful and the most beneficial to students, online would be the best way to provide information, do zooms, and send out videos. All the people I surveyed said different times for meeting and that online and doing certain things on their own time would be best.
These results will influence my marketing plan because all participants preferred accessing resources online. Therefore, I can focus my marketing efforts on digital platforms like creating a social media account, sending emails, making newsletters and putting them around campus, and even creating a website. Letting the students access information at their convenience allows me to offer content in formats that can be consumed on-demand, such as pre-recorded videos, downloadable guides, and articles. Occasionally, I can also schedule live Zoom sessions for Q&A or workshops on topics of interest. To boost engagement and add value, I can do tabling in the campus center or places around campus and give away protein bars, energy drinks, or other health-related items. I can use these as a promotional campaign to attract students.