Target Audience: We are assuming that the target group includes individuals who wear women’s clothes, likely between the ages of ~17 to 50. Based on the types of fashion that is being shown in the survey, we aim to target women in first world countries, and those who have the interest and financial ability to purchase clothes largely for fashionable reasons. This makes the customer size still very large, but an appropriate sample size of about 350 (~95% confidence, 5% error) should provide enough data after a week-long survey to provide an estimate as to if the CEO’s assumptions are correct, or not. To gain a higher likelihood of getting responses quickly, we have chosen to narrow the target audience to the demographics which we have more direct access to, which is between 19 and 30. This reduction in audience still seems to be representative of the target group given the survey overview, and we will aim for a similar sample size, to increase confidence in the results.
Idea: Provide the users with something to take-away because people naturally decide to do the quiz with the motivation to gain something for themselves, which is an intrinsic motivation. The idea that we chose is a quiz-like result that reveals a part about the person’s identity. We have two concepts- one being calculated by the actual results of the quiz, using user responses to formulate the results, and one being a result unrelated to the quiz, but silly and fun. Through this sort of ‘reward’, users will likely be more motivated to take the quiz.
A way to guarantee that there are still enough responses is to use Amazon Turk for minimum number of responses, and the quizzes are to extend the number of responses. In addition to the outlets noted below for each specific example, we also intend to post the survey in the same format from the fashion company’s social media sites.
Here are 2 examples:
Data from Ivy – the intention of this idea is to gather responses using contact information at our disposal to generate a database of answers associated with individuals at different Ivy League schools. From here, users can take the quiz and be told which school their fashion tastes most closely align (comparing the respondents answers with the student’s answers).
Based on a respondent’s answers, they will be matched with the school their selections most closely align with:
To get Ivy League students to first take the quiz, the survey would be sent out in email form through student listservs, and on Facebook to associated student group pages. To ensure responses, an idea is to offer a reward (monetary or otherwise) for taking the quiz. To send out the email to more general public, we would target sites and pages associated with both fashion and universities, hoping to gain market interest, related to the quiz.
Silly quizzes with random results: trash dove – Which trash dove sticker are you? This idea is much less structured, and the survey instead randomly lets the respondent know what kind of trash dove (a popular emoticon/sticker) aligns with the user’s fashion taste. This approach is similar to popular Buzzfeed quizzes, which can be somewhat pointless, but gather huge response and are frequently shared on social media. Trash Dove has several Facebook pages, one of which has >49,000 followers, so the survey can be posted on these niche pages. This same idea would be leveraged to tell users whether their fashion taste is most similar to Angelina Jolie, or Lady Gaga, for example. The idea is to pick rather niche groups within the target audience who would be enticed to complete the survey for fun, shareable feedback. The risk in this approach is that you may only get certain individuals in a specific demographic, so a handful of different quiz types (i.e. trash dove, celebrity, Oscar-winning movie, etc.) may be distributed to ensure a more holistic audience, and certain demographic data (age, gender, etc.) may be asked at the start of the quizzes.