As a B2C company, our primary goal is creating products that are closely aligned to our market segment’s wants and needs, so that we can maximize our sales. We have recently created a new product to increase the breadth of our product line. It will be important to gather information on buying behaviour, experiences, expectations, and perception of both our brand and our largest competitors.

Tasks may involve:

• Creating an unbiased survey with questions regarding consumer experience with our brand, perception of our products/services, and opinions on our competitors.
• Creating effective conversation questions for customer interviews.
• Determining the best way to reach customers and how to motivate them to provide feedback on the company (we will distribute the survey accordingly).
• Analyzing trends within primary data collected through the survey and interviews, and reporting on them.

By the end of the project, students should complete the following list of activities (this is basically a retelling of the steps above):

• Created a survey about customer experience, perception, and opinions about our brand and our largest competitors.
• Created conversation/interview questions for consumers and analyzed the responses collected by (whoever is running the project).
• Created a report on primary and secondary findings of industry trends.
• Presented all findings to (whoever is running the project).

Students will connect directly with us for mentorship throughout the project. We will be able to provide answers to questions such as:

• The customer segments our brand primarily caters to.
• Information about our products/services.
• Input on choices, problems or anything else the students might encounter.

In order to complete this project, students can self-teach, but it is beneficial to be familiar with:

• Environmental analysis.
• Market research and analysis.
• Customer feedback outreach.

Nice to haves for students include

• Previous marketing or sales-related experience.

Again, students can complete this project without any of the prior knowledge listed here. Students will be expected to research and learn more about this above as the project goes along.

We can provide students with:

• Access to past and present marketing plans.
• Buying data of current customers.
• Sales data itemized by product and year.