Social IQ Consulting conducted market research for High Horses equine therapy program to assess community awareness and perceptions to inform marketing strategy. An online survey found 29% of respondents had heard of High Horses but it was not a top-of-mind nonprofit. Those familiar viewed it positively. Recommendations included prioritizing students interested in volunteering and elder residents for promotion, using word-of-mouth and tailored channels for each, and developing a clear message to explain High Horses' services.

1. Social IQ Consulting
Market Research Project
High Horses
Final Presentation
Chika A. Ugboh, Huilian (Irene) Zhang, Parag Patil, Yihan Zhong

2. Need Statement
• High Horses offer state of the art equine assisted therapies,
providing a full range of services to the Upper Valley
community.
• Now High Horses would like to expand the program by
increasing the visibility and the credibility of their program.
• However, there’s no quantitative data about their impact.
Therefore, there’s a need to assess the community awareness and
perception level of its program and develop recommendations for
their marketing strategy.
2

3. Recommendation
3
Develop a clear and concise message to strengthen
people’s correct understanding
Students who show interest in being volunteers and the
elder residents should be prioritized for marketing
promotion
Utilize different channels to communicate with different
Targeted Segments

4. Agenda
4
Need Statement
Methodology
Survey Design
Data Analysis
Recommendation

5. Agenda
5
Need Statement
Methodology
Survey Design
Data Analysis
Recommendation

6. Methodology
6
Formulate
Problem
Determine
Research
Design
Collect
Data
Analyze &
Interpret
Data
Recommenda
tion

7. Agenda
7
Need Statement
Methodology
Survey Design
Data Analysis
Recommendation

8. 8
We developed an online survey to collect quantitative
data to measure the community awareness.
Need Statement Methodology Survey Design Data Analysis Recommendation

9. 3 Steps to Quantify the Awareness and Perception
Develop 1 Survey Template
Customize Survey for Different Segments
Collect and Analyze Survey Responses
(Students, Faculty
& Staff, Medical
Physicians, Nursing
Home etc.)
Turn the Survey Insights to Input for
Marketing Strategy
Need Statement Methodology Survey Design Data Analysis Recommendation

10. Agenda
10
Need Statement
Methodology
Survey Design
Data Analysis
Recommendation

11. We translate the Survey Results into Answers for 3
Key Questions.
11
1. What’s the percentage of people in Upper Valley that have
heard about High Horses and how familiar are they?
2. How do people perceive High Horses?
3. What should be the focus for High Horses marketing strategy?
(Target Segment, Channels, Communication Messages)
Need Statement Methodology Survey Design Data Analysis Recommendation

12. 12
1. What’s the percentage of people in Upper Valley
that have heard about High Horses and how familiar
are they?
Need Statement Methodology Survey Design Data Analysis Recommendation

13. We have 95% confidence that the percentage of people that
have heard about High Horses is between 17.6% to 41%.
• 29% of samples have
heard of High Horses
• A 95% Confident
Interval, with Normal
Distribution
Assumption, is
calculated.
Are you familiar with High Horses?
29%
71%
19%
8%
2%
80%
70%
60%
50%
40%
30%
20%
10%
0%
I’ve never heard of them. I’ve heard of them, but not
really know what they do
exactly.
I’ve heard of them, and I
know what they do from
my friends or colleagues.
I've tried their service
before.
Need Statement Methodology Survey Design Data Analysis Recommendation 13

14. However, High Horses does not appear to be people’s Top-of-
Mind choices when they think of local Non-profit
Organization.
Top-of-Mind Names for local Non-profit organization
27%
13%
5% 5%
3% 3% 2%
30%
25%
20%
15%
10%
5%
0%
Upper Valley
Haven
Listen Upper Valley
Humane Society
Habitat for
Humanity
Wise United Way High Horses
Need Statement Methodology Survey Design Data Analysis Recommendation 14

15. 15
2. How do people perceive High Horses?
Need Statement Methodology Survey Design Data Analysis Recommendation

16. For those who have heard of High Horses, perception of this
program was highly positive.
Perception Score of High Horses
0% 0%
27% 27%
47%
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
1 2 3 4 5
Need Statement Methodology Survey Design Data Analysis Recommendation 16

17. 3. What should be the focus for High Horses marketing
strategy? (Target Segment, Channels, Communication
Messages)
17
Need Statement Methodology Survey Design Data Analysis Recommendation

18. Students who show interest in being volunteers and the
elder residents should be prioritized for marketing.
People who have heard of High Horses
47%
41%
12%
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Students Residents (Above 50) Residents (Age 20 - 30)
Need Statement Methodology Survey Design Data Analysis Recommendation 18

19. For those who have heard of High Horses, 56.25% got to
know High Horses through their friends (Word of Mouth).
Where did you hear from High Horses?
53%
47%
54%
53%
52%
51%
50%
49%
48%
47%
46%
45%
44%
Friends Other
Need Statement Methodology Survey Design Data Analysis Recommendation 19

20. Utilizing different channels for different Targeted Segments
would be more effective.
Students
• Cooperate with Volunteer Associations in School
• Host volunteer information session
Elder
Residents
• Post High Horses Information on Local News Paper
• Have an info session at DHMC where the invited doctors can
learn facts about therapeutic riding
• Regularly Visit nursing homes
Need Statement Methodology Survey Design Data Analysis Recommendation 20

21. A Clear and Concise Message for describing High Horses is
Crucial.
65% of people who
have heard about
High Horses said
they don’t really
know High Horses
do exactly.
21
Level of familiarity for those who have heard of
65%
High Horses
29%
6%
70%
60%
50%
40%
30%
20%
10%
0%
I’ve heard of them, but not really
know what they do exactly.
I’ve heard of them, and I know what
they do from my friends or
colleagues.
I’ve tried their service before.
Need Statement Methodology Survey Design Data Analysis Recommendation

22. Recommendation
Develop a clear and concise message to strengthen
people’s correct understanding
Students who show interest in being volunteers and the
elder residents should be prioritized for marketing
promotion
Utilize different channels to communicate with different
Targeted Segments
Need Statement Methodology Survey Design Data Analysis Recommendation 22