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Focus Group Presentation

Transcript: TOPIC INTRO #1 in sneaker market 14th most valuable brand in the world NIKE Powerful Brand Name Logo Trend Setters BUT?? Defining success What needs to be done! Stop Methodological Approaches Continue Start Maintain your leading position! Nike Membership WHO WE ARE TEAM E Jumoke, Armin, Michelle, Grace, Nicole Why Us? RESOURCES EXPERIENCE 15 YEARS OF SUCCESS DIVERSITY DELIVERY EQUIPPED WITH MODERN DAY TECHNOLOGY & METHODS DIVERSE MINDS = UNIQUE RESULTS A TEAM THAT ONLY DELIVERS EXCELLENCE OUR PROPOSAL PROBLEM SOLUTION GOAL #1 VALUE DESIRABLE $REVENUE$ LOYALTY BENEFICIAL LOYALTY EXCLUSIVE MEMBERSHIP Aim: To find how effective the Nike Membership program is in Europe and how it could be improved APPROACH Approaches & Disovery Focus Groups (2) In-Depth Interviews (6) Process Recruitment Screener Gender: 50% Male & 50% Female Typye of consumption: Both one-time & Habitual users Ages: 16-35 Socio-economic status: upper middle class + Life Style: Active + Fahsion conscious individuals (preferablly "sneakerheads") Location: European Regions Life style: GOALS Focus Group 1 & 2 FieldWork Moderators: Nicole, Michelle, Grace 4 Nike as an Animal? Lion- King. Tiger: fast and slick 3 Nike as a Person? Winner Attitude, Fit, Confident, Powerful, Sets High Goals, Unisex, Chill 2 Why Nike? Comfortable, Durable, Great Quality, Stylish, Personalized 1st Sneaker Brand you think of? 1 Majority first response was Nike In-Depth Interview Moderators: Jumoke & Armin Strong Personality International The Need to buy Wearing them makes you feel strong. You belong International Trends. Worn by anyone, anywhere at anytime There is always the 'need' to buy the new trending pair. The best is always sold out Mind map CONSUMPTION EVERY DAY SHOES CASUAL/SPORTY/OUTINGS SOCIAL MEDIA TRENDS CREATE 'NEED' TO BUY MEMBERSHIP PROGRAM DURABLE COMFORTABLE STYLISH TRENDY UNISEX ANY OCCASION LACKS AWARNESS IRRELEVANT WEAK BENEFITS POOR COMMUNICATION LOST POTENTIAL PRODUCT/IMAGE EMOTION WINNER ATTITUDE CONFIDENT CHILL/COMFORTABLE LAID BACK LION/TIGER SUCCESSFUL KEY RESULTS Low Awarness of Membership Program No Benefits in signing up Irrelevant even to loyal customers INSIGHTS Insights Physical Membership Card Membership Priority Points on Purchases-gift Discounts 43% 6% 34% 17% Checklist Displays exclusive products to Members News Letters and some Digital Content Free Shipping for Members Doesn't provide early access to exclusive products No exclusive discounts or loyalty points No sense of community and Extremley Low Awarness! OBJECTIVES & RECOMMENDATIONS PURCHASE POINTS-TIERE STATUS EXCLUSIVE DISCOUNTS PHYSICAL MEMBERSHIP CARD COMMUNITY BUILDING AWARNESS RELEVANT CONTENT -POINTS FOR PURCHASE -CREATE TIER LISTS -POINTS=DISCOUNT -ADDITIONAL DISCOUNT FOR HIGHER TIER MEMBERS -NIKE ID 1ST TIME DISCOUNT -FEATURE LOYALTY PROGRAM PROMINENTLY ON WEBSITE -EMAIL CAMPAIGNS -ADVERTISMENT FEATURES -BRONZE, SILVER, GOLD, PLATNIUM, DIAMOND PHYSICAL CARDS -INCENTIVES TO INVITE FRIENDS -COMMUNITY BUILDING IN RELEVANT SOCIAL PLATFORMS -PRIORITY ACCESS TO EVENTS -EXCLUSIVE NEWS LETTERS -SNEAK PEEK ON UPCOMING LAUNCHES -SPORT/FITNESS CONTENT MAIN MESSAGE Main Message How will Nike Benefit from this strategy? RESULT #1 RESULT #3 RESULT #2 Strengthen Brand Loyalty Improve Communication With Customers & Sense of Community Generates Hype and sense of Exclusivity for Members RESULT #4 Improve overall Customer Experience & Boosts Revenue CONTACT DETAILS Stay Connected How can people reach you?

Focus Group Presentation

Transcript: Q/A CSR inc. and other groups in Journ 2500 class held a focus group discussion with 8 students on April 3th, 2018 in Clarkston library. The focus group was conducted as part of the journalism department involvement in the theater program. The discussion was designed to find information from the students in regard to the following outcomes: To understand why students didn't attend the play and why they did attended. To understand why students didn't participate in theater To understand what actions were needed to get more visibility. Professor Westfall's Journ 2500 class had Sally Robertson, Artistic Director of Perimeter Theater Program, come in and seek more efficient solution that the theater program was having. Sally spoke about three focuses for the theater: More visibility More student participation More attendance (aka more "Butts In Seats") Journ 2500 class held a focus group in April 2018 involving various students populations that represent the college. Through the focus group, CSR inc. gathered these outcomes: Students like the promotion of "Free." Students come because their friends are in theater Students come for extra credit/will come for extra credit The usage of social media can gravitate to more students Also the usage of email Better posters location/Bigger posters Physical appearance theater promotion Description: Paying close attention, taking notes and researching the subject under study. Big conference room with 8 participant seated in the middle and a moderator standing in the middle. Snacks and refreshment were presented. Research groups were on the side and the clients as well. Analysis: Discovering and focusing on significant patterns that emerge from the description stage. Moderator speaks and asks questions as the participant one at a time answer the specific questions. Three out of the eight participant spoke majority of the time. Every participant agreed on the other ideas. All loved idea of free, social media, and extra credit. Interpretation: Asking and answering the "What does that mean?" and "So what?" questions about one's findings. So students didn't know about the free entry for students also not every student received extra credit for going. Evaluation: Personal judgement The focus group was slightly a success. It was designed professional and treated like such. Student on student engagement seemed to bring joy to the students talking about there ideas and proposals. Many promising ideas came from four participants. Not every participant spoke or gave ideas because they mostly just agreed on other's. Engagement: Taking some action that connects our critical perspective with our role as citizens to question our media institutions, adding our own voice to the process of shaping the cultural environment. Creative Scholars Research Inc. Understanding of the Focus Group Student Perspective cont'd Summary of Project Outcome 3 (Participation) To understand why students didn't participate in theater. Question(s) associated with it: What can the theater program do to get more student involvement? Finding(s): All participants thought improv was a good idea One participant spoke on walk-in interaction with the theater program Recommendations/ Engagement Do you think the theater can do public appearances to promote theater? When it comes to the concession, do you think its possible to get more variety? Also, do you think merchandise could be sold or given for free as well? Do you have surveys/feedback for the plays and theater? If not, do you think you can implement them? May students join in on the act or can you conduct a interactive play? Outcome 2 (Visibility) To understand why students didn't participant in theater Question associated with it: How many of you are aware that there is a theater program on campus? How many of you are aware of the new plays coming out and how do they get your attention? Have you seen any posters, flyers, ads? Will social media help out? Findings: All participants knew about the theater program Approx. a student or 2 knew about plays coming out Major of the students seen posters, but don't like the location of them. Also the size of the poster as well. 3 participants have received flyers for plays All participants thought the involvement of social media would drastically increase the visibility of the theater. Decent amount of the participants thought the usage of email would be good, but not necessary. All participants agreed that the televised ads would be beneficial. Make posters bigger, better, and in more visible locations On poster make the free entry tag more visible and noticeable for students, also with promotion with your plays announce it free for all Perimeter students Either create social medias pages and promote the theater program and plays to students on there or get a social media personality person in charge who will promote the theater Negotiate a plan with the teacher so student can receive extra credit for going to plays.

Focus Group Presentation

Transcript: There were a total of 15 questions 4.6% others 5% African American. Hot & Ready Pizza Content of giveaways needs to be geared more towards college students overall very satisfied with the page and its content There were 150 total participants in the survey The page was the primary source for TTU athletics information. Respondents that interact with the page often had the highest satisfaction levels. Respondents that have high satisfaction levels are the most likely to recommend the page to a friend. 63% did not have any major change suggestions for the page. Survey: Between the ages of 18 and 25 and either graduate or undergraduate students. 102 of the participants were female 3 Girls 3 Boys 23% Juniors 17% Freshmen 9 P.M. Tuesday Nov. 13th Focus Group Interact most when pop up on Newsfeed Group 1 Research Project We used the conference room at The Republic to conduct our focus group 6 participants 74.4% of total participants were white/caucasian. Soda Blake Beath served as moderator Lasted 43 minutes 26% Sophomores 48 of the participants were male Students do not actively search for the page Most students do not receive text message updates Focus Group Findings In one question we had the participants rate how satisfying the Facebook page was to them Various classifications and 1 graduate student Purpose: RQ1: Is the content of the page comparable to other major online sports sources? RQ2: Are the users that use the page satisfied with the content that the page provides? H1: The more interaction a person has with the TTU Athletics page, the more satisfied they are with it. Research Questions and Hypotheses Average age was 21 years old with the classification of a senior. Survey Results: Our goal for this research project was to gather opinions from students at Texas Tech University that might assist the Texas Tech Athletic Department in enabling their Facebook page to be more useful and satisfactory to the student body. 16% Hispanic/Latino. 34% Seniors

Focus Group Presentation

Transcript: intro Chris Argueta Research Coordinator WELCOME! Jahmil Lacey Research Coordinator What happens in Vegas stays in Vegas One Mic Step up/Step Back Use "I" statements phones on silent or vibrate Other RULES?? Focus Group Rules Goal of this focus group is to get as much information from you all regarding the app. Content Design Usability Usefulness Group Objectives Please say... Your name Your preferred pronoun (he/she/they) Your age Feel free to grab food or drinks whenever you'd like throughout the session! Introductions thoughts Time to test out the app we will be going through the... PRactice Baseline Training assessment How each of you felt while using the app? Was it a positive or negative experience? Was it confusing at all or pretty straightforward? Would you recommend the app to a friend or family member who you think would benefit from this? Why or why not? So How Was it? Design What would you keep or change about the design of the app? What would help take design to the next level? What could be added/taken away to make app more attractive to use? Any technical difficulties with the app? Design Some changes could be: Color Scheme Dot size Font Color, Size Background Home page Any add ons? Feel free to make ANY suggestions! IDEAS Content Content On a scale of 1-10, how clear were the instructions? Anything that should be added/taken away? How did you feel about the statements? Easy to understand/ read? Length and time of statements? What specific things about the statements would you keep/change? usefulness In what ways do you think people could benefit from using the app? Could you see yourself using this app on a daily basis, every other day, or weekly basis? How relevant were the statements to your personal experience? What are some ways we could make the app more relatable? Usefulness Feedback How helpful was it to know your accuracy and average response time? How did the feedback impact your use of the app? How motivated were you to be more accurate/faster? How could we continue motivating the user for longer periods of time? What other information would be helpful to know after completing a trial? Feedback Resources Contact Details mindsonhealth@gmail.com https://mindsonhealth.wixsite.com/STEP

Focus Group Presentation

Transcript: Coffee House Segmentation Social Sippers Market Segmentation Moving Target Screening Question What They Share What is a Coffee Collaborator? Research Purpose Ideal Coffee Shop Environment: -Clean, clutter-free -Overall menu -Customer service Questions for a survey: It is important to me that a coffee shop is quiet so I can get work done. (strongly disagree, disagree, neutral, agree, strongly agree) I use coffee houses as a neutral meeting spot. (Never, sometimes, always.) I am often outgoing in social situations. (Strongly disagree, disagree, neutral, agree, strongly agree.) Dates Group 1: October 12 @ 3:00pm, Norlin Library Group 2: October 13 @ 2:00pm, Norlin Library Participants 18-22 year old college student females, pre-screened Group 1: 7 participants Group 2: 5 participantsc Segmenting the Category New Segmentation Do Not Disturbs Focus Group 1 Male or female Young Adult (18-30) Uses coffee shops mainly for group work Does Not fit into any specific quadrant College Student By Chelsea Anderson Monika Wolicki Lauren Jones and Laura Leventhal -Social Sippers 1)Has visited coffee shops more than once in past month 2)More likely to go with friends as opposed to alone 3)Often goes to coffee shops to socialize Focus Group Two Testing Our Hypotheses Second Office What consumers look for: -Comfort -Tables -Open Space -Music -Lighting Do Not Disturbs 1)Has visited coffee shops more than once in past month 2)More likely to go alone as opposed to with friends 3)Often goes to coffee shops to do work Social Sippers The purpose of conducting these two focus groups was to determine whether or not our observations and segmentation of coffee shop users were true for other people as well. -Music playing -Dim, Soft lighting -Quality Coffee -Need for Cleanliness Do Not Disturbs ~Fin~ -Lots of Seating -Outlets -Headphones -Variety of options Brand Personality- -Ozo: Zooey Deschanel -Café Roma- Zach Galifianakis -Starbucks- Jennifer Anniston -Peet’s Coffee- George Clooney & Meryl Streep -Hate being rushed -Different Favorite Brands -Zack Galifinaikis for Cafe Roma -Sloppy comedic actor Safety is highly valued Logistics Focus Group Presentation On the Coffee House Market Comparing the two groups

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