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Agenda

Agenda. Introduction/Motivation Research Design Secondary Data Results/Analysis Recommendations Questions . Introduction/Motivation. “There’s an Ap for that!” Caribou’s current Smartphone experience Competition in the Smartphone space Decisions that need to be made

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Agenda

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  1. Agenda • Introduction/Motivation • Research Design • Secondary Data • Results/Analysis • Recommendations • Questions

  2. Introduction/Motivation • “There’s an Ap for that!” • Caribou’s current Smartphone experience • Competition in the Smartphone space • Decisions that need to be made • Research Objectives to assist decision making

  3. Secondary Data Sources • Universal McCann and AOL Report on Smartphone usage

  4. Secondary Data Sources

  5. Secondary Data Sources

  6. Secondary Data Sources • Insight Express: Mobile Research on Research

  7. Focus Group Purpose: • Smartphone usage • Consumer preferences for a Caribou Coffee application Size: 5 respondents Criterion: Currently use a Smartphone and are familiar with application downloads Platforms 3 iPhone 1 Palm Pre 1 Google

  8. Focus Group Results • Multiple application downloads: FREE • Spend maximum time using the internet • Learn about apps via friends or ads • Convenience of using mobile web, from 2-5 hours a day • Caribou Coffee specifics: location, store hours, order via phone, review menu items, pay in advance, incentives/ deals

  9. Survey • Electronic survey via email • Time constraints • Perceived greater response due to easier accessibility • Easier to interpret results • Sampling procedure • Emailed to 65 friends/ co-workers → 82% response rate • CONVENIENCE Sampling NOTE: It is assumed that the sample is representative of the entire population

  10. Survey Questionnaire

  11. Survey Questionnaire Challenges: • Non responders: 18% - But we had 53 respondents in four days • Pre-test survey if time permitted • Assumption of sample size representative of population – Preferences and attitudes limited to local population

  12. Mobile Web vs. Application Very Easy = 2 Easy = 1 Neither Easy Nor Difficult = 0 Difficult = -1 Very Difficult = -2 P = 0.032 P = 0.13 P = 0.044

  13. Application Feature Importance

  14. Likelihood of more store visit

  15. Loyal vs. non-loyal

  16. Recommendation Two Phases Approach • Phase I – Standalone iPhone Based Application • Phase II - Standalone Android Based Application

  17. Recommendation – Phase I • Supporting Platform – iPhone • Format – Standalone Application

  18. Recommendation – Phase I Major Features • Store Locator • Order in Advance • Mobile Coupons • Online Menu

  19. Recommendation – Phase II • Supporting Platform – Android • Format – Standalone Application

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