As a B2C2B company, our primary goal is creating products that are closely aligned to our customer segment’s wants and needs, so that we can maximize our sales and impact on health care.

We have recently created a new product to increase the breadth of our product line. It will be important to gather information on buying behaviour, experiences, expectations, and perception of both our brand and our largest competitors.

Tasks may involve:

• Creating an unbiased survey with questions regarding consumer experience with our brand, perception of our products/services, and opinions on our competitors.
• Creating effective conversation questions for customer interviews.
• Determining the best way to reach customers and how to motivate them to provide feedback on the company (we will distribute the survey accordingly).
• Analyzing trends within primary data collected through the survey and interviews, and reporting on them.
• Conducting interviews with potential customers using the survey and interview guides created

By the end of the project, students should complete the following list of activities:

• Created a survey about customer experience, perception, and opinions about our brand and our largest competitors.
• Created conversation/interview questions for consumers and analyzed the responses collected by our CEO
• Conduct interviews with a sample of end-users and customers
• Created a report on primary and secondary findings of industry trends.
• Presented all findings to our Executive team

Students will connect directly with us for mentorship throughout the project. We will be able to provide access to existing resources and provide answers to questions such as:

• The customer segments our brand primarily caters to.
• Information about our products/services.
• Existing customer personas, buyer journey maps, and willingness to pay surveys
• Input on choices, problems or anything else the students might encounter.