As a B2C company, we have a primary focus of creating relevant products for our consumer. With this in mind, we have created a new product to add to the existing line that customers know and love. When we created our original product offering, we had a consumer in mind and marketed accordingly. We believe our market might be changing and we need help proving this. This knowledge will aid in a new approach to marketing, especially for our new product. Our specific need is determine what competitors are also playing in this landscape and what our target market’s perception is of these competing brands/products. This information will help us determine what key messaging will resonate with our target buyer.

We would like to understand our customer base through surveys and conversations with our present and future consumer to gather insights into buying behaviours, expectations, and experiences with us and our competitors.

Successful outcomes include a market research report, informed by primary data collection. This data should inform a final report that outlines key messaging that our consumers have come to know, want and expect based on the current landscape.

Students will connect directly with the employer for mentorship and supervision throughout the project.

Students should be familiar with:

• data collection
• surveys
• market research

Access to past and present prototyped marketing plans