Quinnipiac UniversityGoLenseMario Apollon Mowatt, Justin Arndt, Francine Jacque, Russell Jacques, Liam KenneyMK 334 Section 01, Group BProfessor Ben LiuApril 27th, 2017
Part 2: Designing Product & Marketing StrategiesPretest AssessmentIn order to test the effectiveness of our questionnaire, upon completion, we made the decision to each disseminate our survey to people who fit the profile of members of our niche target market.In order to select our candidates we conducted brief, verbal, and informal surveys. We were each instructed to ask our reviewers about their familiarity with our intended industry, the direct competition to our stretcher concepts, and about their ownership of these products. Due to the nature of our industry, and the discerning consumers associated, it was important that we screen our survey meticulously, appropriately, and using a sample population that would resemble our target market the closest. As the questionnaire is an integral part of the introduction phase for any of our given stretcher products, or any new product in general, it was extremely important for us to gather the best and most amount of information possible. Each member of the group was asked to distribute the survey to two people they know personally. Each reviewer was meant to represent a unique demographic to the next, while still sharing similar psychographics, so not to lose the attention orinterest of the ideal respondent. The attributes of our reviewers were to include the following: one male and female reviewer for gender diversity; each reviewer aged 18-26 and the other aged 27-45; relatively similar income levels and psychographics including athletic and hobby or leisure-oriented.Once the surveys were allocated amongst our reviewers, there were clear revisions required in order for our questionnaire to maximize the possibility for usable content. We met to discuss the feedback and began brainstorming ways to make the survey more skewed to identify our stretcher concepts’ core benefit proposition, as well as determine which were the most important to the right consumer. Our reviewers were able to pinpoint concerns in the survey about the questions we drafted regarding both our industry’s stretcher concepts as well as our competitor’s comparable, existing products.One of the most important edits necessary based on our feedback was that we needed to describe our stretcher concepts more in-depth. The consensus was that survey respondents would be unable to give neither accurate or honest answers, which ultimately would have derailed this vital part of our market research. We then made the decision to begin the survey by defining each of our stretcher concepts in detail to describe the intent and benefits of each product.