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Market research

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by

Lusine Tevosyan

on 21 November 2014

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Transcript of Market research

Market research
ArmApp
20 employees
Works on developing new applications in different spheres
Has a project of launching a new educational application
Needs a market research to define potential market
Research on the market's need and readiness to adopt new educational means
Examine the present situation of the market
Existence of similar products
Define the price range
Identify the promotional channels for the sales
Define the most effective design
Desk research
Census data on the number of school children and students
% of IT literate instructors
The subjects for which exist a need for applications
Existence of IT companies in Armenian market that develop such applications
Qualitative research
Means of research:
FACE-TO-FACE INTERVIEWS with potential clients to define the sales channels
Managing FOCUS GROUPS with potential users to define the level of complexity and most user-friendly designs of the applications
Quantitative research
Reporting
Timing
Thank you for your attention
Market research ArmApp
Presented by: SErgey Harutyunyan
Armine Martirosyan
Naira Sargsyan
Lusine Tevosyan
Anna Torgomyan
Professor: Knar Khachatryan
Aua 2014
Why doES ARMAPP NEED A RESEARCH?
attitudes of potential customers towards our new product
Define :
basic design specifications
features
45 people will be surveyed
A detailed report after each stage of the research shall be submitted
The report shall be followed by a meeting
Findings, advisory opinion and conclusions will be handed in at the end of the research
Any questions
Desk research
Qualitative research
Quantitative research
26.10.2014- 01.10.2014
Final report
02.10.2014- 24.10.2014
25.10.2014- 31.10.2014
14.11.2014
FOCUS GROUP Format
Group size:
10
Sessions:
1
Group composition:
homogeneous
Participants age:
8 to 10
Setting:
classroom
Time:
30 min
Recording:
sound record
Moderator:
Lusine Tevosyan
Observer:
Armine Martirosyan
Material:
application parts design, projector
Setting
FOcus group flow
Explanation of the:
focus group purpose
ground rules
Recording
Q and A
Closure of the session
QUESTIONS
Engagement question:
1. How often do you use applications?
Exploration questions:
1. Which design do you like best?
2. What kind of buttons do you like best? why?
3. What category would you like to add?
Exit question:
1. Would you like to add anything?
Analysis
Most liked design: N 5
Most liked buttons type: buttons with cartoons
Categories to add:
Calendar
Blog
Media library (mostly educational movies)
News in different fields (categorized according to the user's interests)
A classroom equipped with:
laptops
a projector
a whiteboard
an audio tapping device
individual depth interview format
Interview flow
Project presentation letter with an interview request
Scheduling
Reminding of what the project is about
Core interview
Summary
Before the interview
1. What do you think of using apps in teaching?
2. What are the benefits? What can be the drawbacks?
3. For what age category do you think it works best?
4. How do you imagine using it? In the classroom? As a linking tool for home? ..Distance learning…chats
5. Who do you think would be interested in buying such an application?

6. What kind of tool/feature would enhance the teaching process, for what learning objective?
7. In which subject would you use it more?
8. Do you think there could be a hidden motivation tool for children?
9. Do you think there should be limitation in use, how it should be done?
10. Finally what do you think of our product?
q&a
q&a
summary
IT is necessity as a teaching/learning tool
There are no drawbacks as long as there is control
IT can be used from very young age
IT is a great way of linking the work done in the classroom and work at home
Learning objectives can be: enhancement of what was done in the classroom, research tool, communication tool and organizer
IT is a great motivation tool that ensures monitoring of the student's work
Interesting points
As to our interviewee Armenian education is more open and ready for changes, even if compared to French market, which stays way to conservative
This type of application will be easily integrated by the young generation of the teachers.
During the interview
Interviewee:
Mr. Martin Becker
Setting:
bureau
Time:
30 min
Recording:
sound record
Interviewer:
Lusine Tevosyan
Survey organization
Compose the questions according to the primary goals

Step 1
Make an online version of the survey (http://marketresearchaua.weebly.com)
Step 2
Get the data
Step 3
Analysis
Step 4
main Conclusions
Experiment
what for?
Comparing two students work on a same text and the results of understanding it.
To assess the effectiveness of such an application. And make an argumentation when selling the product
How?
Student N1

Did it quicker
Listened to the text
Understood better
Student N2

It took more time
Could take notes on the copy
Understanding level was weaker
Full transcript