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Jenny Hong Jiang, Joseph Nayquonabe, Nicole Newville, Palka Sharma, Ning Yu

Jenny Hong Jiang, Joseph Nayquonabe, Nicole Newville, Palka Sharma, Ning Yu. Agenda. Introduction/Motivation Research Design Secondary Data Focus Group Design & Results Survey Design Survey Results/Analysis Recommendations Questions . Introduction/Motivation. Introduction/Motivation.

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Jenny Hong Jiang, Joseph Nayquonabe, Nicole Newville, Palka Sharma, Ning Yu

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  1. Jenny Hong Jiang, Joseph Nayquonabe, Nicole Newville, Palka Sharma, Ning Yu

  2. Agenda • Introduction/Motivation • Research Design • Secondary Data • Focus Group Design & Results • Survey Design • Survey Results/Analysis • Recommendations • Questions

  3. Introduction/Motivation

  4. Introduction/Motivation • “There’s an Ap for that!” • Caribou’s current Smartphone experience • Competition in the Smartphone space • Decisions that need to be made • Research Objectives to assist decision making

  5. Research Design

  6. Research Design • Exploratory Research • Primarily Secondary Research • Qualitative Research • Focus Group • Quantitative Research • Survey

  7. Secondary Data

  8. Secondary Data Sources • Universal McCann and AOL Report on Smartphone usage

  9. Secondary Data Sources • iPhone Mobile Web consumption exceeds other devices

  10. Secondary Data Sources

  11. Secondary Data Sources

  12. Secondary Data Sources • Insight Express: Mobile Research on Research

  13. Focus Group Design & Results

  14. Focus Group Purpose: • Smartphone usage • Consumer preferences for a Caribou Coffee application Size: 5 respondents Criterion: Currently use a Smartphone and are familiar with application downloads Platforms 3 iPhone 1 Palm Pre 1 Google

  15. Focus Group Results • Multiple application downloads: FREE • Spend maximum time using the internet • Learn about apps via friends or ads • Convenience of using mobile web, from 2-5 hours a day • Caribou Coffee specifics: location, store hours, order via phone, review menu items, pay in advance, incentives/ deals

  16. Survey Design

  17. Survey • Electronic survey via email • Time constraints • Perceived greater response due to easier accessibility • Easier to interpret results • Sampling procedure • Emailed to 65 friends/ co-workers → 82% response rate • CONVENIENCE Sampling NOTE: It is assumed that the sample is representative of the entire population

  18. Survey Questionnaire http://www.zoomerang.com/Survey/?p=WEB229VD547PEU

  19. Survey Questionnaire Challenges: • Non responders: 18% - But we had 53 respondents in four days • Pre-test survey if time permitted • Assumption of sample size representative of population – Preferences and attitudes limited to local population

  20. Survey Results/Analysis

  21. H1: Mobile Web vs. App Very Easy = 2 Easy = 1 Neither Easy Nor Difficult = 0 Difficult = -1 Very Difficult = -2 P = 0.032 P = 0.13 P = 0.044

  22. H2: App Feature Importance

  23. H2: Likelihood of more store visit

  24. H3: Loyal vs. non-loyal

  25. H4: Application Usage

  26. H4: Application Usage • Results indicate iPhone users download more applications than other Smartphone users Average applications installed on iPhone compared to other Smartphone handsets

  27. H5: Ordering via Mobile • Test reveals that owning an iPhone handset does not make a person more likely to order coffee using their mobile phone

  28. H6: Increase in Caribou Frequency • Results indicate a statistical relationship between people who would use the order feature and an increase in their shopping frequency

  29. Recommendations

  30. Recommendation Two Phases Approach • Phase I – Standalone iPhone Based Application • Phase II - Standalone Android Based Application

  31. Recommendation – Phase I • Supporting Platform – iPhone • Format – Standalone Application

  32. Recommendation – Phase I Major Features • Store Locator • Order in Advance • Mobile Coupons • Online Menu

  33. Recommendation – Phase II • Supporting Platform – Android • Format – Standalone Application

  34. Questions?

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