mn presentation
DESCRIPTION
MetroNaps Project for Research Methods ClassTRANSCRIPT
December 12, 2006
Are We Bringing ZZZ’s to the Boston Beat?
Iris HsiaoRocky ProzellerEllen Rienzi Bettina Stephenson Asheley Tetteh
Introduction
Market Situation MetroNaps: first company offering nap facilities
Company Background Founded in 2003 with core concept “power nap” Services: 1. Store location 2. Corporate installation 3. Portable
Metronaps pod installation Looking for franchisers, taking orders in UK, Germany, Australia
General Research Objective Current brand awareness Initial opinions Original habits
Research Methods Questionnaire Articles & other studies
SWOT Analysis- Internal
Product Strengths Addresses physiological
need Versatile placement options Success in the NYC market Received press in prominent
media Strong corporate team Nap pods have a modern
look
Product Weaknesses Apprehensive consumers -
safety, vulnerability Low brand awareness Possible space limitations Product interrupts daily
routine High price for service
SWOT Analysis- External
Market Opportunities Wealthy working population Fast-paced city life = stress Number of possible convenient locations available Ability to expand beyond a nap center New information constantly coming out on the
importance of sleep People acknowledge the connection between sleep and productivity Wide open market - no direct competitors
SWOT Analysis- External
Market Threats Possible product apprehension Competition with other daytime activities with similar
benefits Growing spa industry could attract potential clients Availability of establishments like Starbucks encourages
use of caffeine for energy Workday time constraints Social acceptability of napping
Marketing Problem
Marketing Situation:Unique company - no competitionTarget market consists of young professionals ages 18-54Does success in NYC mean success in Boston?
Research objectives
Find the overall opinion of the service in Boston Find the propensity to use such a service Refine key demographics Measure opinions of product benefits Measure awareness Measure opinion of features such as price
MethodologyData Collection Method
Surveys were distributed to 102 participants around the Boston area.
25 questions: open and closed ended Acquire specific information about the target market
Sampling Method and Samples Non-probability convenience sampling Our Participants
Males and females 18 and 54 yrs old Work full-time Majority earned: $25K- $49K Mostly single (never been married)
Methodology Measures
Napping Habits How often do you feel tired during the work week? How frequently do you take a nap in a given workweek? What alternatives do you use to spur your energy?
Awareness/Attitude Were you aware of MN prior to this survey? Are you aware of the health benefits of taking a daily
nap? What is your overall opinion of the MN service? What is your opinion of a 20min “power nap”?
Purchase Intention How likely are you to try this service? Would you recommend MN to a family member or friend?
Methodology
Data Analysis Info was entered into SPSS Descriptive Statistics was used to
create frequency & cross-tabulation outputs T-test This analysis was used to compare the means of two
groups. E.g. gender & purchase intention ANOVA Compare differences between means of 2+ groups.
E.g. gender, income and purchase intention
Action Standard (Top 2 Box of 50% and a mean of 3.50)
High Action Standard Conservative choice MN is a brand new service & has no direct competitors. Researchers are unsure how it willbe received by the public
Results before the concept board
Exhaustion during work week 41% experience exhaustion 3 – 4 times a week 5% are rarely ever tired (46%) males & 41% females claim to endure
exhaustion 3 – 4 times in a given week.Break Time 37% take 2 breaks in a given day 21% once a day 9% claim no breaks 3-4% take between five-six breaks
Results…
Awareness of Health Benefits related to napping
32%
30%
22%
9%
7%
Some whatawarea littleawarenot aware
quite aware
very aware
59% (females) showed greater awareness *38% (males) aware of health benefits
Results…
Opinion of 20 min. power nap
47%
29%
12%
7%5%
SomewhatVal.Quite Val
Very Val.
Little Value
No Value
86% of males found the concept to be somewhat,quite or very valuable, opposed to 84% of females
Results…
Items Purchased To Boost Energy
0%
10%
20%
30%
40%
50%
60%
70%
80%
Iced/Hot CoffeeEnergy Drinks
Medication (Prescription & OTC)
CigarettesSmoothies
Soda
Vitamin Supplements
Total
Male
Female
73 % of females preferred Coffee over males 51%
More males turned to Soda (42%) than females 29%
Results
Locations visited to boost energy Coffee Shop - 49% Gym - 45% Yoga - 7% Spa - 4%
59% of females turn to a Coffee Shop or the Gym 55%
32% of males turn to Coffee Shops and 32% turn to the Gym
Results after the concept board Low awareness of MetroNaps
Brand Image: Unique concept (4.31/ top 2 box 89%) Healthy (3.78) Convenient (3. 36) Research further (3.38)
82%
18%
Never heard of MN
Have heard of MN
Results…
Positive overall opinion (3.85/ top 2 box 69%) Female have slightly higher opinion
O v e r a l l O p i n i o n o f M e t r o N a p s
0
1 0
2 0
3 0
4 0
5 0
6 0
V e r y B a d S o m e w h a t
B a d
N e u t r a l S o m e w h a t
G o o d
V e r y G o o d
T o t a l
M a l e
F e m a l e
Results…
Positive Attributes Overall concept (21%) Healthy alternative (19%) Convenience (12%) Brief moment of quiet (8%) Ability to increase focus (8%)
Negative Attributes Price (21%) Sanitation (16%) Location offering (16%) Lack of privacy (10%) Not professional (6%) Don’t nap (6%)
Results…
O p i n i o n o f M e t r o N a p s P r i c i n g
0
1 0
2 0
3 0
4 0
5 0
6 0
E x t r e m e l y
O v e r - P r i c e d
S o m e w h a t
O v e r - P r i c e d
N e u t r a l S o m e w h a t
W e l l - P r i c e d
E x t r e m e l y
W e l l - P r i c e d
T o t a l
M a l e
F e m a l e
P r e f e r r e d L o c a t i o n o f M e t r o N a p s
0
0 . 5
1
1 . 5
2
2 . 5
3
3 . 5
Chinatown
Downtown Crossing
Harvard Square Copley Square Theater DistrictCoolidge Corner
Government Center
M e a n S c o r e
Pricing: somewhat overpriced
Preferred Location:
Government center
Copley Square
Harvard Square
Results…
P u r c h a s e I n t e n t
0
5
1 0
1 5
2 0
2 5
3 0
3 5
E x t r e m e l y
U n l i k e l y
S o m e w h a t
U n l i k e l y
M a y b e
Y e s / N o
S o m e w h a t
L i k e l y
E x t r e m e l y
L i k e l y
T o t a l
U n d e r $ 2 5 , 0 0 0
$ 2 5 , 0 0 0 - $ 4 9 , 0 0 0
$ 5 0 , 0 0 0 +
Mean Score: 2.86 Top 2 Box: 35%
Purchase Intention:
Nap Facts
You can train yourself to nap68% of people say their ability to
concentrate is diminished by sleepiness40% of adults admit that the quality of their
work suffers when they’re sleepy
Survey Says…
Action Standard: a Mean higher than 3.50 and a Top 2 Box score of 50% for Purchase Intent and Brand Image. Brand Image 3.85 mean, 69% Top 2 Box Score Purchase Intent: 2.86 mean, 35%Top Two Box
No-go, but…
And in the end…
o Ultimately our recommendation is to temporarily refrain from expanding, but to continue considering the possibility and engaging in another round of research to explore how best, if at all, to overcome the roadblocks gleaned from the first round of research.
Brand Image, Overall Opinion, Social Habits and Awareness of Health Benefits ranked high
Price ranked extremely low