UGBA 10 Lecture Notes - Lecture 6: Survey Data Collection, Psychographic, Brand Awareness

• School: Berkeley
• Department: Business Administration Undergraduate Program
• Course: UGBA 10
• Professor: John Briginshaw

Document Summary

Situation: quirky, hard to define industry, declining sign ups and increased competition, minimal, anecdotal understanding of customer wants and needs, and purchase decision drivers. Quantitative: good for a(cid:374)s(cid:449)e(cid:396)i(cid:374)g the (cid:862)(cid:449)hat(cid:863) qualitati(cid:448)e: good fo(cid:396) a(cid:374)s(cid:449)e(cid:396)i(cid:374)g the (cid:862)(cid:449)h(cid:455)(cid:863) 1,600 parents of 14-22 year olds (quantitative research) 34 participants in customer profiling survey (qualitative survey) Profiles of outward bound interest parents and teens to inform marketing messaging. Purchased one or more week+ experiences for 14-22 year old in past 2 years similar trip for 14-22- year-old. Helpful fo(cid:396) dete(cid:396)(cid:373)i(cid:374)i(cid:374)g (cid:373)essagi(cid:374)g that"s (cid:396)ele(cid:448)a(cid:374)t to pote(cid:374)tial (cid:271)u(cid:455)e(cid:396)s. Marketing funnel: 71% are aware of outward bound; 87% have a positive view of outward bound (57% very positive, 24% considered outward bound, 8% selected outward bound. Outdoor wilderness buyers are also much more engaged that all other parents in: road or mountain bike, camp, hike, backpack. More likely to be involved in sports like running, tennis, sailing, team sports.