Market Development Analysis for Corporate Wellness & Paid Caregivers
Deliverables
The Need for Research
Setting into the consumer space was a new undertaking for our team. We knew we wanted to work with caregivers, since they do important work while often unsupported.
Identifying Viable Paths
My main challenge was to identify viable ways of supporting them. From early research and interviews, it was established the self-management program we had been running for over a decade with the Veterans community could also help non-veteran family and paid caregivers. There was a desire for this kind of support and, with some possible adjustments, it was feasible. But could we find a way to make it commercially viable?
Researching Market Development Options
I conducted several primary and secondary research projects in order to assess various opportunities.
This research was extensive and systematic. It looked at broad, industry-wide and environmental trends before channeling into narrow research topics. Each step informed decisions for a more targeted research in the subsequent step.
In conducting the market analysis, I used data mining to capture a large quantity of information in a limited time frame. I used data visualization tools to map some of the findings, allowing a quicker high-level analysis than through text alone.
Discussions with industry experts were also key for us to point us in the right direction early into the project. Our executives and business development teams sought out information within our networks, which then helped me adjust my research scope. Like a feedback loop, my research helped them approach new discussions in an informed loop. These exchanges between the teams helped build knowledge fast.
Group Concept Mapping
I facilitated executive meetings to decide on courses of actions following the research findings. As we discussed, I would map the concepts and plans visually, creating group concept maps the team could later refer to. These acted as summaries of discussions on findings, and often doubled as action plans.
Project (Public)
Repository (Private)
My Role
Researcher
Analyst
Programmer (R)
Project Manager