Northern Kentucky University
The Cocoon Report: The Healthy Solution for a Happier You!
Institution
Northern Kentucky University
Faculty Advisor/ Mentor
David Raska
Abstract
The Cocoon Report: The Healthy Solution for a Happier You! is a marketing research report focusing on sustainability and the significance of a promotional advertisement on people's behavioral and affective reactions. Using Qualtrics to survey 900+ Northern Kentucky University students, this report is intended to assist NKU Wellness in gaining a better understanding of its target population and how to more effectively reach them. To achieve the goal, our Consumer Insights class distributed a survey. In our survey, a test advertisement was shown to about 60 respondents. Additionally, 60 more respondents were exposed to a control advertisement. We measured the results of both. After gathering and analyzing these data points side by side using SPSS, we were able to determine significant differences in the way respondents answered. Our data shows that respondents who were exposed to the test advertisement felt more surprised and vulnerable than those that were exposed to the control advertisement. Furthermore, we believe, based on the data, that these affective reactions to our test advertisement played a big role in respondents' behavioral reactions. Lastly, we were able to identify specific locations where consumers feel our test advertisement would be most effective. In conclusion, through our primary market research data we were able to gain access into the minds of our target population, determine the affective and behavioral reactions to our test advertisement, and provide recommendations for NKU Wellness. Access the report here: http://www.bluezzoon.com/Bluezzoon/Home/Entries/2013/10/8_How_Does_What_You_Eat_Sa ys_A_Lot_Make_Students_Feel_and_Choose.html
The Cocoon Report: The Healthy Solution for a Happier You!
The Cocoon Report: The Healthy Solution for a Happier You! is a marketing research report focusing on sustainability and the significance of a promotional advertisement on people's behavioral and affective reactions. Using Qualtrics to survey 900+ Northern Kentucky University students, this report is intended to assist NKU Wellness in gaining a better understanding of its target population and how to more effectively reach them. To achieve the goal, our Consumer Insights class distributed a survey. In our survey, a test advertisement was shown to about 60 respondents. Additionally, 60 more respondents were exposed to a control advertisement. We measured the results of both. After gathering and analyzing these data points side by side using SPSS, we were able to determine significant differences in the way respondents answered. Our data shows that respondents who were exposed to the test advertisement felt more surprised and vulnerable than those that were exposed to the control advertisement. Furthermore, we believe, based on the data, that these affective reactions to our test advertisement played a big role in respondents' behavioral reactions. Lastly, we were able to identify specific locations where consumers feel our test advertisement would be most effective. In conclusion, through our primary market research data we were able to gain access into the minds of our target population, determine the affective and behavioral reactions to our test advertisement, and provide recommendations for NKU Wellness. Access the report here: http://www.bluezzoon.com/Bluezzoon/Home/Entries/2013/10/8_How_Does_What_You_Eat_Sa ys_A_Lot_Make_Students_Feel_and_Choose.html