Understanding technology buying dynamics among college students
This research provided a guiding light to better interact—and engage—with student populations globally. Thank you, Escalent!
This research provided a guiding light to better interact—and engage—with student populations globally. Thank you, Escalent!
A major technology firm wanted to grow its user base among college students—specifically, it wanted to understand:
Escalent conducted a two-phased approach using qualitative and quantitative research. We started with focus groups that allowed us to understand the student purchase journey. To ensure that we appropriately represented multiple economic, family dynamic and educational system differences, we conducted these surveys across multiple us and global regions.
Using findings from the qualitative study, we customized a quantitative survey to address a number of subjective and objective measures, to determine student motivations and to identify purchase decision drivers. The qualitative study gave us deep insight into the language college students use and identified the areas of interest and concern specific to college students around selecting technology.
Escalent provided deep insights to help our client develop a more strategic marketing plan to prioritize and speak to college students more effectively. Leveraging the learnings from both the qualitative and quantitative portions of the research, the company launched:
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