Market Research

Research Problem(s) Studied

Low Engagement with Peer Support Circles

Student Preferences for Mental Health Support

Which research option did you choose? I conducted a survey targeting 4-6 potential users of the Peer Support Circles at CAPS

Market research assists students in making informed decisions in the final marketing plan

Research Instrument

https://docs.google.com/forms/d/e/1FAIpQLSepXtkzKfP5FNm6qYm63uW1kSRqPMfXwkR--xnTeqWWbDHQfw/viewform?usp=sf_link

Part Two

The ideal target market could be female students aged 18-22 attending IU Indianapolis. These female students are more than likely pursuing undergraduate degrees and living on or near campus. Most would hypothetically live with a roommate. Income could be pretty low as many college kids cannot have a full-time job due to the workload. Geographically, they are concentrated in the Indianapolis area, and their economic status may range from lower to middle class.

These students are typically concerned about academic performance and mental health with most having schoolwork on top of extra curriculars. They value convenience, affordability, and accessibility in healthcare services as shown in my survey. Their responses to the survey show a preference for online resources and peer support. The students from the survey are looking for not only something to help their mental health, but also something that is convenient and doesn’t break their rhythm.

Situational Analysis

Marketing Plan

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