Kierra Morris
Fall 2024
Market Research
Research Problem(s) Studied
To find out if IU Indianapolis students would want to join a wellness program focused on nutrition and fitness, and to understand what might stop them from joining. By learning about their interest and any issues they have, like busy schedules, not knowing about the program, cost, or low motivation, we can create a wellness program that fits their needs and encourages them to join.
This research will help us understand what students need to get involved in wellness activities.
Interviewing 3-6 students to better understand why they might or might not join wellness programs. This method helps to have more personal and detailed talks to find out what stops students from joining or what encourages them.
Market research assists students in making informed decisions in the final marketing plan
Research Instrument
Interview Questions:
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What wellness activities are you currently involved in?
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How likely are you to join a wellness program focused on nutrition and fitness?
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What barriers prevent you from participating in campus wellness programs?
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What would make you more likely to attend wellness workshops on healthy eating or fitness?
Part Two
I interviewed six undergraduate students at IU Indianapolis, aged 18 to 24, to learn about their interest in wellness programs focused on nutrition and fitness. The group included four females and two males from different fields of study. Most students were involved in some physical activity, like going to the gym or attending yoga classes. However, only two students had joined wellness programs offered on campus. When asked how likely they would be to join a wellness program, the responses were between 3 and 5, with an average of 4. This shows a moderate to high level of interest.
The main barriers to joining wellness programs were scheduling conflicts due to classes and work, not knowing about the programs, and concerns about the cost. One student mentioned feeling too busy to focus on wellness. To make it easier for students to join, they suggested flexible schedules, promotional events, and lower costs. They also liked the idea of online or virtual workshops to fit into their busy lives.
The research results show that students are interested in wellness programs, but they face barriers like time, cost, and lack of awareness. Based on this, my marketing plan will focus on offering flexible scheduling and including online options. I will also promote the program through social media, student organizations, and campus events to make more students aware of it. To address cost concerns, I will look into options to reduce fees or offer free workshops to make the program more accessible.
Add photos or videos relevant to your project and caption them to provide context for your reader.
I learned that while students are interested in wellness programs, they are concerned about scheduling, cost, and not knowing what programs are available. Offering flexible options, like online resources and virtual workshops, would help students join. By using this feedback to design the program, I can create a wellness initiative that better fits students' needs and schedules, which will likely lead to higher participation.