Edona Ziberi
Fall 2024
Market Research
Research Problem(s) Studied
Problem Statement: The goal of this market research is to understand whether the proposed ‘Mindful IU’ service, which offers guided meditation sessions, stress-relief workshops, and digital mindfulness resources, will resonate with the target audience of IU Indianapolis students.
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Interest in Mindfulness Services – Are IUI students interested in using mindfulness services to improve their mental health and well- being?
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Awareness of Mental Health Services – Why are mental health services such as CAPs not widely known among students?
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Preferred Formats – What formats (in-person, digital resources etc.) do students prefer for mental health and mindfulness services?
Market research assists students in making informed decisions in the final marketing plan
Which research option did you choose? Google Forms Survey 6 potential customers (IUI Students),
Part Two
A survey conducted among six IU Indianapolis students, comprising 50% seniors, 33.3% graduate students, and 16.7% sophomores, assessed their awareness, usage, and interest in mental health and wellness services, particularly the potential offerings of 'Mindful IU.
The survey also found that while 50% of students did not currently practice mindfulness, 33.3% practiced occasionally, and 16.7% practiced regularly, suggesting potential for growth in this area. When asked about their preferred type of mindfulness services, 50% favored online guided meditations, 33.3% preferred in-person sessions, and 16.7% selected digital stress-relief resources, highlighting a strong interest in flexible, accessible formats. In terms of attendance, responses were split evenly, with 33.3% indicating they would participate once a week, once a month, or as needed.
The survey results provide valuable insights for the 'Mindful IU' marketing plan. Low usage of existing mental health services indicates a need to better promote the value and availability of
wellness resources. Additionally, the strong interest in mindfulness offerings, particularly in online formats, suggests that 'Mindful IU' could succeed by focusing on flexible, accessible programs that appeal to a wide range of students. These findings will inform how the services are marketed, with an emphasis on raising awareness and aligning with students’ preferences for convenient, on-demand support.