Exploratory Research Among Target Audience
Situation
- Not-for-profit institution identified consumers age 18 – 24 as a key target segment for acquisition and retention. Online qualitative research was proposed to understand the attitudes and behaviors of this audience.
Solution
- A multi-phase study used an online bulletin board discussion forum. This technique used a threaded response procedure to allow respondents to answer questions directly and to expand upon and react to other participants’ ideas.
- Three research phases were conducted, each lasting one week. Each week participants were presented with different research issues or topics.
Results
- This study provided rich information that enabled the firm to
- Focus on the specific elements of the customer experience most important to younger consumers
- Develop products and services to meet the particular needs of 18 – 24 year olds
- Communicate with this key segment
