MARKET RESEARCH

02

INDEX

INTRODUCTION

SECTION ONE

DEMOGRAPHIC SEGMENTATIONS

05 WHAT IS YOUR AGE - GROUP?

06 WHAT IS YOUR GENDER?

07 WHAT IS YOUR MARITAL STATUS?

08 WHICH OF THE BELOW BEST DESCRIBE YOU AS A STUDENT?

09 WHAT IS YOUR PROGRAM OF STUDY?

SECTION TWO

PSYCHOGRAPHIC SEGMENTATIONS

11 WHAT IS YOUR FIRST REACTION TO THE PRODUCT / SERVICE?

12 HOW WILLING ARE YOU TO USE THE PRODUCT / SERVICE?

13 WHAT FRUSTRATES YOU THE MOST IN YOUR CURRENT FLAT - SHARE?

14 WHAT DO YOU THINK YOU NEED TO OVERCOME THOSE FRUSTRATIONS?

15 WHY DO YOU WANT TO OVERCOME THESE FRUSTRATIONS?

SECTION THREE

USER ANALYSIS

18 USER PERSONA

19 USER STORIES

20 USER SCENARIOS

21 SCENARIO MAPPING

22 USE CASES

03

INTRODUCTION

Based on the flat - share app idea discovered from the concept discovery stage, a

market research survey was conducted online to figure - out if there’s a target

market for the product or not.

SURVEY OBJECTIVE

This market research was carried - out prior to the creation of a flat - share app.

METHODOLOGY

The questionnaire was self - administered online on the Survey Monkey website.

100 students between the age of 18 and 40 years old currently studying in Europe

and living in flat - share accommodation who are interested in using a

flat - share app. The questionnaire was carried - out in December 2014.

REPORTS

This market research report presents the survey results through:

Frequency Table: This shows the distribution of responses to both

demographic and psychographic questionnaires used in the survey.

Descriptive Analysis: This is the discipline of quantitatively describing the

main features of a collection of information, or the quantitative description itself.

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SECTION ONE:

DEMOGRAPHIC

SEGMENTATIONS

05 WHAT IS YOUR AGE - GROUP?

06 WHAT IS YOUR GENDER?

07 WHAT IS YOUR MARITAL STATUS?

08 WHICH OF THE BELOW BEST DESCRIBE YOU AS A STUDENT?

09 WHAT IS YOUR PROGRAM OF STUDY?

05

QUESTION #1 What is your age - group?

QUESTIONNAIRE FREQUENCY

What is your age - group?

18 - 22 years old 35

23 - 27 years old 55

28 - 32 years old 10

33 - 37 years old 0

38 - 40 years old 0

Comments From what we can see from the above frequency table, we can gather that 55 out of the total number of 100 students that took part in the market research are between the age of 23 - 27 years old. The second most important response from the table are students aged 18 - 22 years old which represents 35%.

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QUESTION #2 What is your gender?

QUESTIONNAIRE FREQUENCY

What is your gender?

Male 42

Female 58

Comments The above table shows a huge gap between male and female students that participated in the online survey. While 42% represents male, 58% symbolizes female. Regarding this descriptive statistics, we can say clearly that female students are more interested in using a flat - share app than their male counterparts.

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QUESTION #3 What is your marital status?

QUESTIONNAIRE FREQUENCY

What is your marital status?

Single, Looking 50

Married 0

Separated 25

Complicated 10

In a relationship 15

Comments Concerning the relationship questionnaire asked to 100 participant students. The highest population of these respondents are single and this represents 50%. The next to it represents 25% who just got out from their previous relationships. While 10 in 100 claims to be in a complicated relationship, 15% are currently in relationships.

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QUESTION #4 Which of the following best describes you as a

student?

QUESTIONNAIRE FREQUENCY

Which of these best describes you as a student?

Local student 15

Exchange student 25

Erasmus student 45

Intern 5

Other international student 10

Comments The above is a demographic questionnaire which shows a significant number of 45 respondents who are Erasmus students currently living in flat - share accommodation are more interested in using a flat - share app than any other groups that took part in the market research. Next to it represents 25% who are Exchange students.

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QUESTION #5 What is your program of study?

QUESTIONNAIRE FREQUENCY

What is your program of study?

Associate degree 10

Bachelor degree 45

Masters degree 35

Doctorate degree 10

Other 0

Comments Regarding the above demographic questionnaire, we can say clearly that most of the 100 participant students that took part in the online market research survey are currently doing their Bachelor’s degree and this represents 45% of the total respondents. The second large proportion are Masters degree students who covers 35%.

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SECTION TWO:

PSYCHOGRAPHIC

SEGMENTATIONS

11 WHAT IS YOUR FIRST REACTION TO THE PRODUCT / SERVICE?

12 HOW WILLING ARE YOU TO USE THE PRODUCT / SERVICE?

13 WHAT FRUSTRATES YOU THE MOST IN YOUR CURRENT FLAT - SHARE?

14 WHAT DO YOU THINK YOU NEED TO OVERCOME THOSE FRUSTRATIONS?

15 WHY DO YOU WANT TO OVERCOME THESE FRUSTRATIONS?

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QUESTION #6 What is your first reaction to a flat - share app?

QUESTIONNAIRE FREQUENCY

What is your first reaction to a flat - share app?

Very positive 65

Somewhat positive 25

Neutral 10

Somewhat negative 0

Very negative 0

Comments The above questionnaire is psychographic in nature. This shows a large percentage of respondents seem to have a positive thought towards the product / service. This response represents 65 out of the 100 students that participated in the online survey. Regarding this, we can tell how positive the product concept is.

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QUESTION #7 How willing are you to use a flat - share app?

QUESTIONNAIRE FREQUENCY

How willing are you to use a flat - share app?

Definitely 45

Probably 35

Probably not 5

Not sure 15

Definitely not 0

Comments The above frequency table shows a psychographic questionnaire that measure the willingness of participant students of using the product / service. From what we have above, while 45 in 100 students show their willingness in using the product / service, 35% of them agree to probably use it .

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QUESTION #8 What frustrates you the most in your current

flat - share?

QUESTIONNAIRE FREQUENCY

What frustrates you the most in your current flat - share?

High cost of rent 33

Unsafe environments 22

Transport difficulties 25

Untidy roommates 15

Language barriers 5

Comments Regarding the information on what frustrates the participants the most in their current flat - share accommodation. We can say that more than 1 / 3 of students are currently facing high cost of rent in their flat - share accommodation. While 22% are living in unsafe environments, 25% of them live far away from their institutions.

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QUESTION #9 What do you think you need to overcome those

frustrations?

QUESTIONNAIRE FREQUENCY

What do you think you need to overcome those frustrations?

An affordable room 40

A room in a safe environment 25

A room near my school 25

A room with clean & tidy roommates 7

A room with English speakers 3

Comments Concerning what these 100 students think they need to overcome their flat - share frustrations. 40 out of them need affordable rooms. While 25% chose to live in a safe environment, 25% claim to rather live near their institutions. The least proportion would prefer to live with English speaking roommates and this represents just 3%.

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QUESTION #10 Why do you want to overcome these frustrations?

QUESTIONNAIRE FREQUENCY

Why do you want to overcome these frustrations?

To spend less on accommodation 35

To live comfortably 29

To get to school on time 21

To invite my buddies 10

To understand each other 5

Comments We can gather that 35% of the total number of 100 students that took part in the survey claim that the major reason behind the need to overcome their flat - share frustrations is to spend less on accommodation. The next reason is to live comfortably and to get to school on time which represents 29% and 21% respectively.

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SECTION THREE:

USER

ANALYSIS

18 USER PERSONA

19 USER STORIES

20 USER SCENARIOS

21 SCENARIO MAPPING

22 USE CASES

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SURVEY REPORTS

On 12th December, 2014, a market research survey was conducted among 100

students at the Middle East Technical University, Ankara, Turkey. The purpose of

the survey was to identify the possible target market of a flat - share app.

The market research survey was conducted by means of a questionnaires given to

the students to complete. The first part of the questionnaire dealt with

demographic segmentations and this focus mainly on who might be the users of

the product. The second part was based on psychographic segmentations which

deals with why the users might use the product.

From what we have from the frequency table, the most significant items are as

follows. In the first section which is demographic segmentation, we can tell how

participant students aged 23 - 27 years old represents the highest proportion

which covers 55%. The question regarding gender information shows that most of

these participants are female and this represents 58% out of the total number of

100 that took part in the market research. While half of these participants are

single, 45% of them are Erasmus students currently doing their Bachelor's degree

and living in flat - share accommodation in Europe.

In the psychographic segmentation which is the second part of the market

research survey, 33% believe that high cost of rent is their major factor that

frustrates them the most in their flat - share accommodation. The next to this is

living in unsafe environment followed by transport difficulties. The highest

percentage of these students need rooms they can afford the rent which would

enable them to spend less on accommodation.

If any conclusions may be drawn from the data, they are, perhaps, as follows.

Erasmus students currently doing their exchange programs abroad are in one way

or the other finding it difficult to find affordable rooms in safe neighborhoods

near their receiving institutions.

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Kim BAGGIO

AGE:

23

GENDER:

FEMALE

STATUS:

SINGLE

LOCATION:

ISTANBUL, TURKEY

EDUCATION:

BACHELOR’S DEGREE

OCCUPATION:

STUDENT

NATIONALITY:

ITALIAN

FRUSTRATIONS What currently frustrates the user as an Erasmus student?

High cost of rent

Unsafe environments

Transport difficulties

NEEDS What the user needs to overcome the above frustrations?

An affordable room

A room in a safe environment

A room near my receiving institution

GOALS Why the user want to overcome the aforementioned frustrations?

To spend less on accommodation

To live comfortably

To get to school on time

Benevolent Malevolent

Considerate Indiscreet

Curious Incurious

Innovative Uncreative

IT & Internet

Software

Mobile Apps

Social Media

BIO

Kim is an Italian undergraduate student currently doing her Erasmus

program at one of the top universities in Istanbul, Turkey. As a medical

student in her 3rd year, she likes to live in a quiet place in order to

study with fellow Erasmus students who are not party goers. She’s a

sporty girl who prefers walking to school to any other means of

available transportation. Kim parties like any other Erasmus students

do, but she’s not a freak because she spends most of her valuable time

studying with friends in the library. In her free time, she likes talking to

family & friends in Rome, Italy via Skype.

“When I walk into my home I feel peace, I’m in the most safe setting that I

could be in where there are no worries around me.”

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USER STORIES

“As an Erasmus student, I want to find a room near my receiving institution so that

I can get to school on time without spending a dime.”

20

USER SCENARIO

“Kim, 23, is an Italian Erasmus medical student studying in Istanbul, Turkey.

Living in Istanbul seems to be Kim’s dream because she had been there as

a tourist before she went back as a student. But unfortunately for the sporty

Italian, the high cost of rent in the city, unsafe environments, and transport

difficulties are subjects that matter the most for her. Well, she seems happy

when she came - across an Erasmus flat - share sponsored ad on her

Facebook wall. Kim visited the site and created a profile as a room hunter.

She signs - in to her profile and searched for rooms available near her

receiving institution. She filters the list shown and contacts the nearest

room advertiser to her school. She gets a response from the advertiser and

agreed to see the room. She went to see the room and fell in love with how

affordable is such a room located in a safe environment just 15 minutes

walk to her receiving institution. Kim moves in to her dream room and she

can now spend less on accommodation, live comfortably, and get to school

on time.“

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SCENARIO MAPPING

Kim visits werasmus.com

landing page

Kim signs - up as a room hunter

Kim signs - in to her profile

Kim searches for her receiving

institution from dropdown menu

Kim filters rooms available near the

receiving institution

Kim contacts a room advertiser

How will Kim get to know about the

werasmus.com landing page URL?

What sort of information does

Kim need to sign - up as a room hunter?

What sort of information will

Kim be able to see on her profile?

Will she sign - in

with e - mail?

How will Kim search for her

receiving Institution?

How many rooms will Kim be able to

see on a page?

How will Kim contact a room

advertiser?

I plan to use Facebook as the major marketing

tool to reach Erasmus students all across Europe

By clicking on a sign - up button on the landing page, Kim can create a profile

using her personal details

such as full name, age, sex,

relationship, language, city, country, home

school, receiving school, picture,

e - mail, password, & social

media URLs.

We will display Kim’s first name, age, sex, marital status, language,

city, country, home school,

receiving school, profile picture, &

social media icons on her profile.

She will need to sign - in using e - mail and password

We will provide a dropdown menu on Kim’s profile where she can

find not just her receiving

institution but also all the higher

institutions in Europe that are part of the Eras-

mus mobility program

We will display a total number of

20 rooms ads on a page

We will show a contact me

button on each room advertiser’s profile where Kim

can click on to send a private message to the room advertiser

We also aim to use Google Adwords to target all the

higher institutions in Europe in order

to reach both current &

prospective Erasmus students

from / of each institution

We would also provide room

detail text fields where Kim needs to fill in her rent

budget, preferred flat

distance to her receiving

institution, city center, and bus / train station, and

major living priorities

There would be an option for Kim to sign - in to her existing profile

using any of Facebook, Twitter

or Google+

If Kim can’t find her receiving

institution from the dropdown

menu, a manual search box would

automatically appear and Kim

can use the country and city

where the institution is

located to search for it

On each room ads, Kim would be

able to see the room advertiser’s details and room

details which would include but not limited to the

monthly rent price, distance to

the nearest higher institution,

city center, & bus / train station

Options to contact a room

advertiser would be provided to

Kim using any of Facebook, Twitter or Google+

If Kim still can’t find her receiving institution from

the manual search box, a still

can’t find your school button

would be displayed where she can contact werasmus.com support team

for help

“As an Erasmus student, I want to find a room near my receiving institution so that I can get to school on time without spending a dime”

KIM

STEPS QUESTIONS COMMENTS IDEAS

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USE CASES

Kim wants to find a room near her receiving institution; She …

01. Finds an Erasmus flat - share sponsored ad on her Facebook wall,

02. Clicks on the ad,

03. Lands on the Erasmus flat - share landing page,

04. Signs - up as a room hunter,

05. Signs - in to her profile,

06. Searches for her receiving institution from a dropdown menu,

07. Selects her receiving institution from the dropdown menu,

08. Filters rooms available near the receiving institution,

09. Clicks on the nearest room to the receiving institution,

10. Contacts the room advertiser.

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