Campus Health and Wellness program
Fall 2024
Market Research
Research Problem(s) Studied
The primary research problem revolves around determining the level of interest IU Indianapolis students have in the new wellness service and identifying which specific aspects of the service are most appealing to them. This understanding is crucial for tailoring the wellness program to meet student needs and preferences.
The survey method was chosen because it allows for efficient data collection from students, providing quantifiable insights into their interests and preferences regarding wellness services. It enables us to reach a diverse sample of the target audience quickly.
Market research assists students in making informed decisions in the final marketing plan
Part Two
I conducted a survey with 4 respondents, all of whom were students from IU Indianapolis. The group consisted of 2 seniors, 1 junior, and 1 freshman, all commuters. Each respondent answered the survey questions, and overall, they showed interest in the proposed Campus Health and Wellness program. Through this survey, I gained information into the demographics and preferences of the students interested in the wellness program.
This image highlights the stress college students face while juggling academics and responsibilities. It reflects the need for resources like the Campus Health and Wellness program to support mental well-being and time management.
One notable insight was the differences in responses based on class level. Seniors expressed a strong interest in resources related to stress management and post-graduation planning, such as tools to handle job search anxiety and strategies for balancing final-year academic demands with career preparation. The junior respondent focused more on maintaining a balance between academic responsibilities and extracurricular commitments, highlighting the need for tools like time management strategies. In contrast, the freshman respondent’s answers reflected the challenges of transitioning to college life, such as social adjustment and navigating a new academic environment. These differences suggest that while all students are interested in the program, the specific aspects that resonate with them vary depending on their stage in college.
The fact that all respondents are commuters shows a potential need for flexible scheduling and online resources to accommodate their lifestyles. Many mentioned that in-person events could be difficult to attend due to long commutes, so having virtual options would increase participation. Also, the interest shown by seniors, juniors, and freshmen alike suggests that stress management and mental well-being are concerns across all class levels, though for different reasons. The results will guide the marketing plan by highlighting the program's flexibility and ease of access, especially for commuter students. Since students from different academic levels showed interest, the program can focus on benefits for both upperclassmen getting ready for graduation and underclassmen adjusting to college life. Marketing can focus on how the program fits into commuters' schedules and meets their specific needs while also tailoring messaging to address the unique challenges faced by each class level.