Ameriah Jackson
Fall 2024
Market Research
Research Problem(s) Studied
The primary problem is whether the proposed wellness program is appealing to IU Indianapolis students. This includes understanding their perceptions of the services offered, the program’s relevance to their needs, and any barriers that may affect their participation.
To gather insights into the problem, I have chosen to conduct interviews with 3-6 IU Indianapolis students. Interviews provide the opportunity to explore student perceptions, preferences, and challenges in greater depth compared to surveys.
Market research assists students in making informed decisions in the final marketing plan
Research Instrument
Research Instrument: Interview Guide
Summary of Results
Part Two
The research began by interviewing five IU Indianapolis students ages 18-24. The participants included two freshmen, one sophomore, and two seniors, representing various majors such as Psychology, Business, Nursing, and Computer Science. All expressed interest in the proposed wellness program, with mental health support services like therapy sessions and mindfulness workshops being especially appealing to three students. The remaining two participants showed more enthusiasm for fitness classes and nutritional counseling. Suggested improvements focused on offering services during evenings and weekends, implementing a sliding scale fee or student discounts, and boosting promotional efforts through social media and campus events.
Impact on Marketing Plan
Based on the insights gained, the wellness program will prioritize flexible scheduling with evening and weekend hours to accommodate students' availability. Additionally, virtual options for mental health services will be integrated to address privacy concerns and enhance accessibility. To make the program financially accessible, a sliding scale fee structure and student discounts will be offered. Marketing strategies will be adjusted to address the awareness gap by increasing visibility through campus-wide events, social media campaigns, and collaborations with student organizations.
What Was Learned
The research highlighted strong interest in the wellness program, especially regarding mental health support and fitness classes, but also identified significant barriers to participation. Accessibility emerged as a crucial factor, with students wanting affordable and convenient services that align with their schedules. Some students preferred online or virtual mental health options due to privacy concerns, suggesting that offering these alternatives could increase program utilization. The findings emphasized the importance of tailoring the wellness program to the specific needs and preferences of the student population while enhancing its visibility and accessibility.