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Marketing Research<br />Ahmed Moussa<br />Ahmed Nawara<br />Aly El Sherei<br />Mohamed El Garhy<br />Mohamed El Gawsaky<br...
Agenda<br />
Project background<br />
Social Networks<br />Location-Based Services<br />GPS-Enabled Smart Phones<br />Background<br />
Background<br />
CircleTie Features<br /><ul><li>Discover
Check-In
Friend Finder
Offers & Promotions
Activity Feed
Profile & Friend Connections Management</li></li></ul><li>Problems & Questions<br />
Identify barriers & incentives to CircleTie’s service adoption, in order to effectively attract, engage& retainusers.<br /...
Marketing Research Questions<br />Does the service meet a need?  What is the specific nature of potential users’ requireme...
Research methodology<br />
Research Methodology<br />
Secondary data<br />
Literature Review<br />
Facebook Demographics<br />Source: MENA - Facebook Demographics May 2010,<br />Spot On Public Relations<br />
Technographics®<br />Creators<br />SuperConnecteds<br />Conversationalists<br />Mobile<br />Entertainers<br />Social<br />...
Social Technographics ®<br />
Target Market<br />
Exploratory Qualitative analysis<br />
Focus Group Guide<br />
Focus Group Analysis<br />Commonalities<br />Identity & Origin of Service Provider<br />Brand Name (Abbreviation, Foreign ...
Sampling technique & characteristics<br />
<ul><li>The study population
Sampling technique
Non-probabilistic judgmental and snowball sampling
Sample size </li></ul>Sampling Design<br />
Sampling Technique (Nawara’s slide)<br /><ul><li>Study population: The number of class A and B smart phone owners in Egypt...
Population size: 2.8 million users
Sampling frame: None
Sampling technique:
Judgmental
Snowball
Sample size
Ideally  1000-2500 respondents
Minimum 500 respondents
Actual 250 respondents</li></li></ul><li>Sample Characteristics <br />Age <br />Gender<br />
Sample Characteristics (Cont’d)<br />Payment range<br />Payment plan<br />
Sample Characteristics (Cont’d)<br />Handset<br />
Sample Characteristics (Cont’d)<br />Social networks<br />Number of friends on social networks<br />
Sample Characteristics (Cont’d)<br />Games devices <br />Frequency of going out<br />
Research model & Survey<br />
Age, Gender, Privacy Control<br />Privacy Concerns<br />Willingness to Try<br />–<br />Age<br />Service Provider Identity ...
Survey Design<br />
Descriptive statistics<br />
Profiling Questions<br />
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MKTG521 Circle Tie Marketing Research

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MKTG521 Circle Tie Marketing Research

  1. 1. Marketing Research<br />Ahmed Moussa<br />Ahmed Nawara<br />Aly El Sherei<br />Mohamed El Garhy<br />Mohamed El Gawsaky<br />Nora Amr<br />Rehab Wahsh<br />
  2. 2. Agenda<br />
  3. 3. Project background<br />
  4. 4. Social Networks<br />Location-Based Services<br />GPS-Enabled Smart Phones<br />Background<br />
  5. 5. Background<br />
  6. 6. CircleTie Features<br /><ul><li>Discover
  7. 7. Check-In
  8. 8. Friend Finder
  9. 9. Offers & Promotions
  10. 10. Activity Feed
  11. 11. Profile & Friend Connections Management</li></li></ul><li>Problems & Questions<br />
  12. 12. Identify barriers & incentives to CircleTie’s service adoption, in order to effectively attract, engage& retainusers.<br />Management Question<br />
  13. 13. Marketing Research Questions<br />Does the service meet a need?  What is the specific nature of potential users’ requirements? <br />Whatchallenges do users face in using similar services and what requirements are not being met? <br />Is the purpose of the concept clear and can potential users be persuaded of the service’s benefits?<br />How to gain traction and deliver customer value throughout the product’s lifecycle?<br />
  14. 14. Research methodology<br />
  15. 15. Research Methodology<br />
  16. 16. Secondary data<br />
  17. 17. Literature Review<br />
  18. 18. Facebook Demographics<br />Source: MENA - Facebook Demographics May 2010,<br />Spot On Public Relations<br />
  19. 19. Technographics®<br />Creators<br />SuperConnecteds<br />Conversationalists<br />Mobile<br />Entertainers<br />Social<br />Critics<br />Connectors<br />Collectors<br />Communicators<br />Joiners<br />Talkers<br />Spectators<br />Inactives<br />Inactives<br />Jan 15, 2010, “Social Technographics” Forrester Report <br />April 9, 2009, “Mobile Technographics” Forrester Report<br />
  20. 20. Social Technographics ®<br />
  21. 21.
  22. 22. Target Market<br />
  23. 23. Exploratory Qualitative analysis<br />
  24. 24.
  25. 25. Focus Group Guide<br />
  26. 26. Focus Group Analysis<br />Commonalities<br />Identity & Origin of Service Provider<br />Brand Name (Abbreviation, Foreign vs. Local)<br />Word of Mouth more credible than other forms of MARCOM<br />Competitive social gaming was more interesting<br />Top 2 Features were Discover & Check-in<br />Promotions were found to be interesting<br />No concerns over privacy as long as they had control<br />Distinction<br />Age Group (18-22)<br />Social depth more appealing than financial rewards<br />Exclusive Membership very appealing<br />Age Group (23-28)<br />Financial rewards were more important <br />Exclusive Membership not appealing<br />Usage of Facebook is limited to connecting with close friends<br />Daily Outings<br />
  27. 27. Sampling technique & characteristics<br />
  28. 28. <ul><li>The study population
  29. 29. Sampling technique
  30. 30. Non-probabilistic judgmental and snowball sampling
  31. 31. Sample size </li></ul>Sampling Design<br />
  32. 32. Sampling Technique (Nawara’s slide)<br /><ul><li>Study population: The number of class A and B smart phone owners in Egypt who utilize mobile internet services.
  33. 33. Population size: 2.8 million users
  34. 34. Sampling frame: None
  35. 35. Sampling technique:
  36. 36. Judgmental
  37. 37. Snowball
  38. 38. Sample size
  39. 39. Ideally 1000-2500 respondents
  40. 40. Minimum 500 respondents
  41. 41. Actual 250 respondents</li></li></ul><li>Sample Characteristics <br />Age <br />Gender<br />
  42. 42. Sample Characteristics (Cont’d)<br />Payment range<br />Payment plan<br />
  43. 43. Sample Characteristics (Cont’d)<br />Handset<br />
  44. 44. Sample Characteristics (Cont’d)<br />Social networks<br />Number of friends on social networks<br />
  45. 45. Sample Characteristics (Cont’d)<br />Games devices <br />Frequency of going out<br />
  46. 46. Research model & Survey<br />
  47. 47. Age, Gender, Privacy Control<br />Privacy Concerns<br />Willingness to Try<br />–<br />Age<br />Service Provider Identity & Origin <br />Age, Gender, Use of Social Networks<br />+<br />Mobile Social Networking<br />Discover<br />Age, Life Style<br />+<br />+<br />Attractiveness<br />Continuity<br />+<br />+<br />Age, Gender, Life Style<br />Friend Locator<br />+<br />+<br />Age, Life Style<br />+<br />+<br />Reviews & Ratings<br />Extra Features<br />Age<br />Rewards/Loyalty Program<br />Current use of Social Networks<br />User-generated Content<br />Age, Relevance, Life Style<br />Contextual Advertising & Promotion<br />Age, Gender, Type of Gamer<br />Friends’ usage<br />Gaming Element<br />Research Model<br />
  48. 48. Survey Design<br />
  49. 49. Descriptive statistics<br />
  50. 50. Profiling Questions<br />
  51. 51. Model Variables<br />
  52. 52. Model Variables (Cont’d)<br />
  53. 53. Inferential statistics<br />
  54. 54. Age<br />Age, Gender, Use of Social Networks<br />Mobile Social Networking<br />Discover<br />Age, Life Style<br />+<br />+<br />Attractiveness<br />Attractiveness<br />+<br />Age, Gender, Life Style<br />Friend Locator<br />+<br />+<br />Age, Life Style<br />+<br />Reviews & Ratings<br />Age<br />Rewards/Loyalty Program<br />Age, Relevance, Life Style<br />Contextual Advertising & Promotion<br />Age, Gender, Type of Gamer<br />Gaming Element<br />Generic Hypotheses<br />
  55. 55. Age, Gender, Privacy Control<br />Privacy Concerns<br />Willingness to Try<br />–<br />Age<br />Service Provider Identity & Origin <br />+<br />Attractiveness<br />Interest & Retention<br />Continuity<br />+<br />+<br />Extra Features<br />User-generated Content<br />Current use of Social Networks<br />Friends’ usage<br />Generic Hypotheses<br />
  56. 56. Attraction vs. Mobile Type<br />5 Independent Sample t-Tests.<br />Only iPhone is significant.<br />
  57. 57. iPhone Users Profiling<br />Independent sample t-test on outing places.<br />Significantly higher frequency for Chain Coffee Shops, Bar & Clubs and Restaurants.<br />
  58. 58. Privacy by Gender<br />Two-tail independent sample t-test.<br />Failed to prove that difference exist between males and females.<br />
  59. 59. Privacy Settings Importance<br />Pearson correlation between willingness to share location and user-friendly privacy settings.<br />Significant positive correlation.<br />
  60. 60. Identity of Service Provider<br />One sample t-test comparing the means to the neutral number “3”.<br />Willingness to try is higher if the service provider is known.<br />Willingness to try increases slightly when the service provider is foreign.<br />
  61. 61. Identity Test Result<br />
  62. 62. Importance of Titles in Games<br />ANOVA.<br />Only significant between age groups 18-22 and 29-35.<br />
  63. 63. Points Redemption Across Age Groups<br />ANOVA.<br />Failed to prove that difference exist between age groups.<br />
  64. 64. Strategic recommendations<br />
  65. 65. Strategic Recommendations<br />Features<br /><ul><li>Focusing on 2 main features; integration with social networks and the promotion and ads features
  66. 66. Privacy setting should be user friendly and clear
  67. 67. Discovery and loyalty points should focus on coffee shop chains and Bars/clubs</li></ul>Marketing Communications<br /><ul><li>Gaming for male in all age groups
  68. 68. Discovery and rating/reviews for age group 28-35
  69. 69. Online</li></li></ul><li>Strategic Recommendations<br />Launching<br /><ul><li>iPhone platform.
  70. 70. Since it will launch this summer, it should be launched in ElSahel in a launching event in Marassi or Hacienda to skim the market and create a buzz.</li></ul>Others<br /><ul><li>Since we've seen how this application is attractive for point redemption, so we concluded that the outing spots will gain from this application, and there is a clear opportunity for Circle tie to sell this for the outing spots.</li></li></ul><li>Thank you<br />

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