Lynessa Greene
Fall 2024
Market Research
Research Problem(s) Studied
Riverwalk and Ball Hall residents feel disconnected from the rest of campus. It is challenging for Riverwalk and Ball Hall residents to attend events/clubs/study on campus.
Which research option did you choose? I chose to survey 4-6 potential customers
IU Indianapolis marketing team researching their idea
Part Two
I had six people do my survey. The students all live in Riverwalk. The students were all female. Their race is white, Hispanic, and black. Their nationality is American. Their grades range from sophomore, junior, senior, and graduate. Their ages range from 20-22. All the students said yes to a new lounge near Riverwalk and Ball Hall.
Creative ideas and recommendations from students
The survey said 50% of the results agreed with limited or few activities/events near Riverwalk and Ball Hall. One student walked 15 minutes to her club meetings. Another student attends events at the Campus Center and Taylor Courtyard which is a 15-20-minute walk. All students said yes it would be easier to attend activities/events if there was a lounge near Riverwalk and Ball Hall. The survey said 50% feel disconnected from campus while living in Ball Hall and Riverwalk. Those 50% said they felt that way because they were too far away from the center of campus. Also, students skipped events because the weather was too harsh to walk in. The University Library is the student's favorite place to study. In second place is the bedroom and third place is Campus Center. The variety of walking distance to their favorite study spot is 0.4, 15, 20, and 25 minutes. The students loved the idea of quiet pods, whiteboards, couches, and ergonomic furniture.
I think having the students' input on what the new lounge could look like can influence our marketing plan. The marketing team needs to tailor the messages about the design of the lounge. Younger people care about the visuals of an academic building. We also need to push the accessibility and convenience of the lounge. We will tell them about the long hours and inclusive seating. Students who live in Ball Hall and Riverwalk always complain about accessibility and convenience. We need to make the marketing more empathic and testimonial for students. Students tend to do things when other peers say it is good. Social media is a good tool because it’s easy immerse students into your marketing plan.