U31044 - Consumer Insights and Analytics - Moodle - Report Writing - Management Assignment Help

Assignment Task

Assessment 1.  

A set of weekly online exercises via Moodle are due on Friday Jan. 22nd 2021 by  23:55hrs.  

This assessment is worth 20% of the overall module grade. Starting on the second week of  the module (w/c 30th of November 2020), every week a set of 5 short questions will be  released via Moodle.  

Each set is composed by 4 multiple choice questions (0.5 point each) and 1 short open  question (2 points). Evaluation of short open question will be based on: ability to provide a  clear and full answer, ability to use relevant and good examples to illustrate the answer.  

Each set will account for the 4%. The sets all together will account for the 20%. The time allowed for each set will be 15 min. Only one attempt per set is allowed. 

Although is highly suggested that students take the test weekly, all the sets – 5 in total – will  be available to students until the deadline so that you can decide when to take them.  

Assessment 2.

The individual coursework is worth 80% of the overall module grade and it is composed by 2  main outputs: a report, which includes your Buyer Persona development (40%) and  Targeting and Positioning strategy (35%), and the Google Analytics Beginner Certification (5%). 

Students will work on behaviour and insights of consumers of one of the following brands:  Amazon Alexa, Spotify, Netflix, PlayStation, Oreos.

Buyer Persona Brief 

A buyer persona is a semi-fictional representation of your ideal customer based on market  research and real data about your existing market. This has been used for a long time in  research for segmentation and advertising and it helps business understand their customers  better. Following the template provided you will collect information on your chosen brand users’ behaviour.  

Specifically, you have to develop two Buyer Persona by including the following information: demographics (age, gender, work, family, income), personality traits, motivations for using  the brand/product, goals, frustrations (pain points), favourite channels, favourite features in  the brand/product, quotes.  

In order to collect your data you have to interview consumers of your chosen brand (at least 4  people). Interviews (no survey, forms, or online questionnaire) will be carried out online via  Zoom, Meet, Skype, WeChat, or WhatsApp, and recorded. Example of prompts and questions  to be used are: demographic questions (age, gender, location), consumption habit ad  personality questions (How do you describe yourself? How do you most often use this  brand/product? In what occasion?) consumer experience questions (Why you buy/like this  product/brand? What this product/brand represent to you?) brand and market related  questions (What other apps/brands do you use to satisfy the same need? What’s your  favourite feature of the product/brand? Which feature would you choose to use it from  tomorrow if you can in this product/brand? How much do you spend on this product/brand? Would you be willing to spend more? Why? If not, what’s the reason of that? If is a streaming  service (i.e. spotify), are you a free or a paying subscriber? what’s the reason of that?). 

A critical discussion and interpretation of the two Buyer Persona linked with consumer  behaviour theories is expected.

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