Master's Consumer Insights
Timeline
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January 7, 2018Experience start
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January 12, 2018Project Kick-Off Meeting
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January 19, 2018Review of qualitative research plan
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February 2, 2018Review of qualitative research results
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February 15, 2018Review of quantitative research design
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March 13, 2018Final presentation
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March 16, 2018Experience end
Timeline
-
January 7, 2018Experience start
-
January 12, 2018Project Kick-Off Meeting
Meeting between students and organization to confirm: project scope, communication styles, and important dates.
-
January 19, 2018Review of qualitative research plan
Provide feedback on students' plans for qualitative research.
-
February 2, 2018Review of qualitative research results
Meeting for students to report out on key findings of qualitative research and for students and organization to agree on hypotheses to test in quantitative research.
-
February 15, 2018Review of quantitative research design
Review and provide feedback to students on quantitative survey design. Due to tight time constraints, the organization is asked to provide feedback within 48 hours of receipt of survey design.
-
March 13, 2018Final presentation
Meeting between students and organization for students to present summary of findings, analysis and recommendations.
-
March 16, 2018Experience end
Categories
Market researchSkills
research design survey design qualitative and quantitative research consumer insights data analysisMaster's of Management Studies students will analyze a marketing challenge or opportunity posed by your organization through qualitative and quantitative market research and provide data-driven recommendations.
The final project deliverables include:
- A copy of the final quantitative survey design.
- Raw data from the fielded survey.
- An annotated final presentation with summary of research performed, analysis completed and recommendations for how to address the marketing issue posed.
Project timeline
-
January 7, 2018Experience start
-
January 12, 2018Project Kick-Off Meeting
-
January 19, 2018Review of qualitative research plan
-
February 2, 2018Review of qualitative research results
-
February 15, 2018Review of quantitative research design
-
March 13, 2018Final presentation
-
March 16, 2018Experience end
Timeline
-
January 7, 2018Experience start
-
January 12, 2018Project Kick-Off Meeting
Meeting between students and organization to confirm: project scope, communication styles, and important dates.
-
January 19, 2018Review of qualitative research plan
Provide feedback on students' plans for qualitative research.
-
February 2, 2018Review of qualitative research results
Meeting for students to report out on key findings of qualitative research and for students and organization to agree on hypotheses to test in quantitative research.
-
February 15, 2018Review of quantitative research design
Review and provide feedback to students on quantitative survey design. Due to tight time constraints, the organization is asked to provide feedback within 48 hours of receipt of survey design.
-
March 13, 2018Final presentation
Meeting between students and organization for students to present summary of findings, analysis and recommendations.
-
March 16, 2018Experience end
Project Examples
Starting in January, a group of five Master's students will spend 350+ hours over the course of a 10 week academic term, developing a solution to your marketing problem.
The research process includes:
- Design and implement qualitative research using secondary and primary sources, including interviews with members of your target audience.
- Design and implement a quantitative survey to test hypotheses developed in the qualitative phase of research.
- Analyze and interpret data from the quantitative survey (200-300 responses).
Based on this research, student-consultants will prepare an annotated presentation including the research performed, the groups' findings, and recommendations for your marketing opportunity or challenge.
Examples of project scopes include, but are not limited to:
- Customer segmentation.
- Marketing messaging positioning development and refinement.
- Customer decision-making.
- Shopper insights and behaviors.
- Customer satisfaction.
Companies must answer the following questions to submit a match request to this experience:
Be available for a quick phone call with the organizer to initiate your relationship and confirm your scope is an appropriate fit for the experience.
Identify a point person in the organization for the students to work with for each milestone.
Assemble any background materials for industry/issue in advance of the start of the quarter to provide to students at kick-off.
Provide contacts within your target audience for students to use in qualitative research unless student personal networks are appropriate.
Provide a donation of $1000-$1500 to Kellogg School of Management to cover the cost of obtaining the target audience for the quantitative survey.
Timeline
-
January 7, 2018Experience start
-
January 12, 2018Project Kick-Off Meeting
-
January 19, 2018Review of qualitative research plan
-
February 2, 2018Review of qualitative research results
-
February 15, 2018Review of quantitative research design
-
March 13, 2018Final presentation
-
March 16, 2018Experience end
Timeline
-
January 7, 2018Experience start
-
January 12, 2018Project Kick-Off Meeting
Meeting between students and organization to confirm: project scope, communication styles, and important dates.
-
January 19, 2018Review of qualitative research plan
Provide feedback on students' plans for qualitative research.
-
February 2, 2018Review of qualitative research results
Meeting for students to report out on key findings of qualitative research and for students and organization to agree on hypotheses to test in quantitative research.
-
February 15, 2018Review of quantitative research design
Review and provide feedback to students on quantitative survey design. Due to tight time constraints, the organization is asked to provide feedback within 48 hours of receipt of survey design.
-
March 13, 2018Final presentation
Meeting between students and organization for students to present summary of findings, analysis and recommendations.
-
March 16, 2018Experience end