Creative Data Storyteller
Overview
Home Shopaholic is an interactive home-shopping technology developed by Electronic Shopping Inc. (ESI). Our team received raw data from the responses of both phone interviews and mail interviews. Based on the survey results, our team sorted out 6 levels of adopters based on their interests in purchasing this service.
Inter-item Correlation Analysis: To see if the questions we proposed under the same variable are actually measuring the same thing.
Factor Analysis: To finalize variables
Cluster Analysis: To find out segmentation
Cross-tabulation: To identify demographic and psychographic features of the target audience
Business Goal
Classify consumers acording to the level of willingness to adopt Home Shopaholic in order to give recommendations on marketing strategies.
My Role
Together with my teammates, using SPSS, I conducted cluster analysis to find six groups of adopters, and put together into a market research report. By myself, I created a presentation that is more for business purposes (see below). The presentation can be used for presenting to the client -- Electronic Shopping Inc.
Credit
Miriam McPhine; Siwen Wang; Shu Shao
Snapshots
Back to all my work
A primary research project on segmentation analysis of a home shopping technology
A primary market research on college consumers shopping preferences for self-assembling furniture
A secondary research on the higher education market
A marketing and advertising campaign our team created for a MIT start-up WikiFoods
My AdLab team worked on a semester-long project for Cambridge Historical Tours' new branding campaign
A digital media campaign for New Balance Boston
A CD Cover and web ad design for the song How Long Will I Love You by Ellie Goulding
A Print Ad for Sour Patch Kids