When considering the workshop brief in relation to our own market research in this project; I feel that the questionnaire itself was in parts too vague to attain a distinguishable insight upon which a creative campaign can be justified. For example;
This particular question asked participants 'Did you feel settling into university was easy or difficult' - which is essentially a closed question. This would have provided insights had there been a follow up question with the option of an open question as to why those who answered 'difficult' may have felt that way about the experience. In regards to demographics the team member who commissioned the survey ensured that all participants were of the 18-21 student demographic.
Some of the questions asked in the survey provided more of an insight than others; for example the questions 'how did your chosen university communicate with you before you arrived' and the follow up question of it's effectiveness yielded the following results;
This information informed our creative decisions and discussions with the client in a significant way; as we can establish the main method of communication and the opinion of the target demographic on this method; we were able to co-ordinate the campaign around increasing the Studybundles app's penetration through analysis of the strengths of the use of emails and the potential limitations.
In regards to additional data collection methods that may have improved the scope of our market research I would say that individual interviews may have yielded some useful information - however the participants must be willing and the process itself is time consuming; when considered from a business perspective which ultimately what The Big Agency unit is based around - online surveys have a much wider reach for a significantly lower budget; however they must be administered correctly in order to provide useful insights - which I feel ours was lacking to an extent. This will be discussed further in the peer assessment.
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