Maternitique Results Final Report

8/8/2019 Maternitique Results Final Report

1/17

Business and Website Analysis and

Recommendations through Primary ResearchSources of Online Survey and Usability Testing

Maternitique, IncPregnancy and Baby Care Products

Portland, OR 97201

April 27, 2010

Maternitique TeamKatie MacArthurKellie HoldenRobert KazmiBrian Berg


2/17

CBBR Survey Results Report

2

Executive Summary

This report documents the findings of a marketing survey that was designed and administered for Maternitique inApril 2010 by the Maternitique team.

The following is a list of key findings from that survey that Maternitique will find useful for improving customersatisfaction and retention:

Vitamin and Supplements: Women who are older (31+) find these products vastly moreimportant than younger women.

Maternity and Nursing Clothing importance: This category ranked extremely high amongmany groups, particularly younger, more educated women in their first pregnancy.

Nursing Accessories: ranked high in importance across all demographics, may be deemed as anecessity and worth selling in higher quantities.

Baby Clothing: Ranked high in importance across all demographics. Postpartum Recover y: Ranked very low in importance across all demographics, only 20% of

26-30 year olds found it to be important, all other age groups found little importance . Furniture/Dcor: Survey participants ranked this category as generally low in importance, with

an overall consensus that this category is still a necessity although perhaps not a focusmonetarily.

Spending Per Month: Participants indicated that they spent approximately $100-249 permonth. Spending rose slightly as education and incomes rose, but not significantly.

Gifts and Beauty Products: Younger women ranked both of these categories high inimportance.


3/17


3

Table of Contents

Executive Summary 1

1. Company Overview 4

2. Survey Goals/Objectives 4

3. Survey Design 53.1 Survey 1 Description 53.2 Survey 2 Description 5

4. Combined Survey Results 64.1 Frequencies/Descriptives/Means 64.3 Key Findings 7

Appendix A: Survey Questions 12

Appendix B: Survey Monkey Results 12

Appendix C: Usability Study 12


4/17


4

1. Company Overview

Maternitique is an online maternity retailer dedicated to providing women in each stage of motherhood withproducts that ensure health and safety for their baby and themselves. The Maternitique Company intends to helpmothers look and feel their best by building a place where they can find organic and natural beauty and skincare,diet, exercise, stress management, pain, and symptom relief projects.

2. Survey Goals/Objectives

The overall goal of this marketing survey is to determine differences between segments shopping withMaternitique in order to tailor the website more specifically to them and improve overall attitudes toward thecompany. Specific objectives include the following:

Identify Key Differences Between Segments : Differences between target segments must be determinedin order to identify who is currently shopping with Maternitique and why they do this.

Identify Segment Needs : Once specific segments are identified based on behavioral and psychographic

similarities (i.e. mother-to-be who highly values organic products), we can begin to identify the needsassociated with each. With this information, Maternitique can tailor their website offerings for theultimate customer.

Identify Maternitique.com areas of improvement : Through the usability survey, we will determineareas that subjects believe should be altered, areas where subjects struggle, and areas where subjects donot feel confident with the website. Simple changes in a website that may be overlooked by employeescan often lead to much higher customer satisfaction. With these results we hope to offerrecommendations for the website.

Identify Maternitique.com strengths : The usability report will also help to identify areas in whichMaternitique is successfully exceeding customer expectations. With this information we hope to ensurethat these aspects of the website continue and potentially expand to more than one area of the website.

3. Survey Design

3.1 General Survey Description

Survey 1 was designed and administered to gain insight from general public interested in the company throughsocial media websites. This survey generated results from a wide array of individuals, both Maternitiqueshoppers and those who did not shop with Maternitique. These individuals are general consumers of maternityproducts though not necessarily Maternitique customers. They are a tech savvy group who keep up on products,news, and the latest developments through the internet. The intention was to obtain information on whereindividuals shopped for products related to motherhood, what product characteristics individuals valued duringthis time, and what they looked for in a company dedicated to motherhood.

3.2 Newsletter Survey Description

Survey 2 was designed and administered to gain similar insight from Maternitique newsletter recipients. Theseare generally Maternitique customers so the Maternitique team collected data associated with this more specificgroup. This survey was designed to determine ways in which Maternitique can better serve their current valuedcustomers.


5/17


5

4. Combined Survey Results

4.1 Frequencies/Descriptives/Means: General Survey

Forty five total women filled out the entire general survey. The following tables show the differentdemographic groups. Within these groups, some sections are significant for the findings in our reports.These findings for age are 26-30, 31-35 and 36-40 years old. This is because the sample size is largeenough to find significant results; the other samples are too small to find evidence of trends. Forethnicity, the only significant group is Caucasian because all the other ethnic groups are too small of sample size. In the case of education, the three significant groups are some college, undergraduatedegree and graduate degree or more. The significant income groups are $35,000 to $54,000, $75,000to $99,000 and $100,000 to $150,000. The intention of children groups that are of significant samplesize are baby on the way/pregnant, one child and two or more children. These groups will be ableto show trends in each of their specific demographic segments. For instance, within education we willshow how a women will react with some college, undergrad and graduate degrees; these will some arange of low education to higher education.

Age 21-25 26-30 31-35 36-40 41-45 46+ Sample Size 6 16 12 7 2 1

Ethnicity NativeAmerican

AsianAmerican

AfricanAmerican

Hispanic/ Latino

Caucasian Other

Sample Size 2 1 1 2 35 4

Education High

SchoolGrad.

Some

College 2 year

Degree Undergrad

Degree Graduate

Degree ormore Sample Size 2 13 3 15 12

Income Under$20K

$21K to34K

$35K to54K

$55K to74K

$75K to99K

$100K to150K

$151K to199K

$200Kor more

SampleSize

5 5 8 5 9 6 3 2

Intention of Children

No Intention Baby on theWay

Trying One Child Two or morechildren

Sample Size 3 12 1 14 15


6/17


6

4.2 Frequencies/Descriptives/Means: Newsletter Survey

Age 21-25 26-30 31-34 35-39 40-45 46-49 50+ Sample Size 13 25 29 16 4 0 2

Ethnicity Hawaiian/

PacificIslander

Asian

American

African

American

Hispanic/

Latino

Caucasian Other

Sample Size 1 9 2 7 67 3

Education HighSchoolGrad.

SomeCollege

2 yearDegree

UndergradDegree

GraduateDegree ormore


Income Under$20K

$21K to34K

$35K to54K

$55K to74K

$75K to99K

$100K to199K

$200Kor more

SampleSize

6 7 9 8 20 28 8

Intention of Children

No Intention Baby on theWay

Trying Child under24 Months

Child over 24Months


4.3 Key Findings

Function vs. Style:

Generally, participants lean towards a focus and desire for function when it comes to clothing.

However, higher income women placed more value on style than function.

Products During Pregnancy:

A woman during pregnancy will desire different products at different times. Survey results indicated that

women who have had one or more children are more likely to value beauty and skin care products

during pregnancy. This is not the case for younger first time moms, who have a lower average of wanting beauty products.

Vitamin and Supplements are more important to mothers who are older (31+). They find these products

vastly more important than younger women.


7/17


7

Fitness related products and relief and Pregnancy-safe symptom relief, ranked low in importance among

all demographics.

Gifts, journal, and stationary products are more highly valued for women who are younger (21-25 year

olds), more so than most other women.

Maternity and Nursing Clothing have the highest average importance for women. Younger, more

educated, first pregnancy women are the mostly likely to find these items important. This finding can be

linked to usability finding on clothing in the Maternitique website.

Products after Baby arrives:

After delivery, different products will be desired depending on the woman. Breastfeeding products are

most important for younger moms (under 30), who have lower incomes, and who have had at least one

child.

Nursing Accessories are of general importance across all demographics. This can most likely be

attributed to the fact that nursing accessories are a necessity after the baby arrives.

Baby Clothing also ranks fairly high in importance across all demographics, likely because baby

clothing is also a necessity.

Diapers and diapering products ranked of higher importance among younger mothers. Additionally,

women who are pregnant for the first time and are more highly educated are prone to finding these

products important.

Childbirth support products are not as important for many women. This can be attributed to possible

confusion on the question. The wording of the category may have caused this.

Postpartum recovery products ranked very low in importance across all demographics. Only 20% of 26-

30 found it to be important. All other women indicated little value for these products.

Furniture/Dcor ranked generally low in importance. The general consensus however, was that it should

still be included.


8/17


8

Spending per Month:

The amount of monthly spending on pregnancy and baby items was generally under $100 and between

$100 to $249. Our findings indicated that women who are highly educated, older, and who have higher

incomes spend more per month, but no more than $250 on average.

Blogging;

Blogging, on average, is very high among survey participants, especially for younger women and

women with more education. This can be attributed to the high number of participants who found the

survey on Facebook and Twitter.

Where do you currently shop?:

Women shop at a variety of stores all over the product category. Online, discount and boutique stores

are just a few that ranked highly. Women who prefer online shopping are younger, highly educated, and

receive lower incomes.

Discount stores are preferred by most women however, we did find lower income households to be more

likely than higher income households to shop at these stores. This preference is also more likely when

there are two or more children in the household.

Higher income and more highly educated women are more likely to prefer boutique stores.

How much do you value:

Women who value natural and/or organic products during their pregnancy are highly educated and are

likely to have two or more children.

Women generally find more value in natural and/or organic products for their baby than for their

pregnancy . This average is almost a full 20% higher than the value of natural and/or organic products

during their pregnancy.

We searched for insight on the qualities women value most in products for their pregnancy and their

baby. The word Attractive is highly regarded across most demographics, but we did not discover any

specific findings. The word Low Cost is most preferre d by younger women with lower incomes.

Results indicated that the word Reliability is most important to women who are pregnant or have one

child. Importance is also high for highly educated woman and women of all incomes. Reliability


9/17


9

ranked highest ove rall. The word High -end is most preferred by women with higher incomes

($75,000+) and women who have two or more children. The words Natural and Organic are

important across all demographics; however we found the word Natural to be valuable to 20% more

women than Organic.

Where searching for information

In a womans search for information, results indicated that they will use primarily online searches and

their friends. Women are still willing to go to stores for information and are less likely to find

information from a magazine.

In todays society, women are more likely to have and use social networking tools for all aspects of their

lives. This includes pregnancy and baby care. The general survey implied that most women use

facebook.com and have a twitter account. Not many indicated that they use women use myspace.com

and a few specified that they do not use any social networking sites. The highest numbers of social

network users were among younger age groups (21-25). Highly educated women indicated their use

oflinkedin.com as a professional means of social networking.

We also wanted to find what consumers were willing to do during a session on social networking

websites. Therefore we asked a series of questions about specific actions on social networking sites,

primarily in regards to facebook.com. We found women are somewhat likely to buy a product if they

received an exclusive deal via a social networking site. They were also somewhat likely to click on anad for Maternitique if they saw if on a social networking site. Additionally, women are likely to become

a fan of a high-quality store if a friend were also a fan.

We asked women to share what they value in many features of the Maternitique website. We found that

women value consumer reviews on products, multiple views of products, and specific descriptions.

Women who are earn higher incomes and are more highly educated are likely to value reviews and

descriptions. We discovered women only somewhat value product suggestions to similar products.

Women with lower household incomes and less education are more likely to prefer the productsuggestions.


10/17


10

Conclusion and Recommendations

Depicted below are a few graphs exhibiting key findings. Other important data may be found in

the appendix. Ov erall, the newsletter and general data provided key insights on customers value toward

function and style of clothing, nursing and maternity clothing in general, maternity fitness

products/clothing, diapers, child birth support, and natural and organic products. Additionally, insights

on customer maternity spending and specifically spending with Maternitique provided key information

as well.

When it comes to clothes created more for style than function, survey results indicated that

individuals with higher incomes tend to value clothing items tailored more toward style. Since the target

is a segment with higher incomes, this is certainly something to consider when choosing clothing items

to sell. Nursing and maternity clothing ranked extremely high in importance among all demographics.

As mentioned, the usability study reported that participants noticed a need for a wider selection of

maternity clothing as well. Exercise and fitness items ranked fairly low among all demographics. This

too should be a consideration when determining clothing items to sell. Items created for fitness activities

could be swapped for items created for style. Child birth also ranked fairly low among all age groups

although, once again, this discrepancy could be due to a misunderstanding of the survey question.

Natural and organic products ranked high among all demographics for both baby and mother.

As perhaps anticipated, younger groups valued online resources such as social networking sites.

These results can be used to the advantage of Maternitique. Younger groups who have the potential tobecome mothers could also become lifetime users of Maternitique. Therefore, targeting these potential

customers on such social networking sites may encourage them to gain brand loyalty and become

lifetime users of Maternitiqe products.

Lastly, customer reviews ranked highly for participants of both surveys, particularly those who

were highly educated and earned higher incomes. These results brought us to the conclusion that

reviews should be added to the website when this addition is possible.


11/17


11

Appendix A: Survey Questions

Thank youSee attachment.

Appendix B: Survey Monkey Results

See attachment

Appendix C: Usability Study

See Below


12/17


12

Maternitique Usability Study

Approach

Our team administered a website usability test for Maternitique in late March and early April 2010. The usabilitytest was carried out using WSU Center for Behavioral Business Research facilities.

Purposes

The primary purpose for administering the usability test was to determine points of improvement forMaternitique.com and the customers that may potentially purchase maternity products. Our goal is to offerappropriate recommendations for Maternitiques websites in hopes of improving the online consumer experien ce.

Method

Outline the test procedures:

Pre-test consent form

How the usability test was administered The execution of the pre-defined task scripts Post-test debrief

Pre-test Consent Form

Subjects were led into the priming room and the test administration process was briefly explained to them. Theywere then given a form with the following text to be read and signed:

We are asking you to be in a research study. The purpose of this consent form is to give you the information you will need tohelp you decide whether to be in the study or not. Please read the form carefully. You may ask questions about the purpose

of the research, what we would ask you to do, the possible risks and benefits, your rights as a volunteer, and anything elseabout the research or this form that is not clear. When we have answered all your questions, you can decide if you want to bein the study or not. By participating, you will receive research study credit for your MIS441 class. Should you decide not toparticipate, you will be given other opportunities to receive the same amount of class credit. This process is called informedconsent. We will give you a copy of this form for your records upon request.

PURPOSE AND BENEFITS

The goal of the research is to understand how consumers react to a commercial website. A better understanding as to theenablers and/or inhibitors for continued use of commercial websites provides organizations valuable feedback that and beused to improve the online consumer experience.

PROCEDURES

After agreeing to participate the study (this is strictly voluntary), you will be asked sign this consent form and will agree to participate in a usability assessment for a commercial website. You will sign up for a research slot in Dr Wells class. Thestudy will be administered in the Center for Behavioral Business Research (CBBR) located in Todd268. You will be askedto execute 2-3 common online shopping tasks. Your interaction with the website will be recorded and you will be asked toprovide feedback as you are browsing the website. After you have browsed the website, you will be given a short survey. Thetotal duration for your participation will be approximately 30-40 minutes. Your personal information (e.g., name, WSU ID#,email address) will be kept strictly confidential during the data collection process. Further, after all data is collected, anypersonal information will be deleted as to ensure complete anonymity after your participation is complete.


13/17


13

Subjects statement

This study has been explained to me. I volunteer to take part in this research and have the option of withdrawing at any time.I have had a chance to ask questions. If I have general questions about the research, I can ask one of the researchers listedabove. If I have questions regarding my rights as a participant, I can call the WSU Institutional Review Board at (509)335-9661. This project has been reviewed and approved for human participation by the WSU IRB ( IRB# 10907 ). I can request acopy of this consent form.

Test AdministrationTest subject was taken to priming room 1 and given the consent form to read over and sign while the researchermoved back into the control room. Subject was monitored three ways 1.) camera on subjects face 2.) recordingsubjects computer screen 3.) viewing subject through a two-way mirror. Conversation between the researcher andsubject incurred remotely with a hands-free microphone and speaker set-up. All relevant subject comments werenoted in Ovo (software used for usability testing). When subject entered the priming room the Maternitiquewebsite that they would be using was already open to the homepage.

Execution of Task Scripts

Once the participant read and signed the consent form the recording was started and the first task was read tothem. Each task was read in its simplest form and clarifications were only given as needed. If the user hadproblems completing the task, they were not told how to do it and instead were given up to seven minutes tocomplete the task. If the user had not completed the task within the allotted time, they were asked to abandon andmarked unfinished. In that case, the users were then asked if there were any words/symbols or anything else thewebsite could have done that would have helped them complete the task. Fortunately, we did not have thisproblem during our Maternitique testing. Their suggestions and opinions were noted in Ovo.

Post-test Debrief

Once the final task was administered and the last question was asked we thanked the participant, answered anyquestions they had, and picked up their consent form. The participant was then told they could leave.

Equipment

Participant viewed websites on Hewlett- Packard PCs running Windows XP and Windows Explorer 8.0.Experimenters used Ovo studios Ovo Logger version 6.0 to monitor and record participants.

Subject Profiles

Usability tests were administered to subjects with the following attributes:

See Below


14/17


14

Subject Gender Age Title Internet Experience Purchasedon Internet?

Familiarwith theCompany?

1 F 21 Student Experienced Yes NO




5 M 22 Student Experienced Yes NO

6 M 21 Student Experienced Yes NO

Results

Explore the Maternitique website

Task 1: Log onto maternitique.com and explore the homepage for one minute.

Question 1: What words would you use to describe this brands personality? This includes tangible andintangible beliefs of the brand including beliefs, values, prejudices, features, interests, heritage, etc.

Key Findings:

Responsible Caring Professional Sensitivity

Learn about Maternitique

Task 2: Find out about Maternitique, their approach, and why they started. If confused--check mission& background in the about section.

Question : After learning a bit about the company, what feelings does maternitique.com evoke knowing

that information?

Key Findings:

Maternitique was started to help women look/feel beautiful and happy during pregnancyo Feelings: Good feelings because they provide all the natural products to make the woman

happier and more beautiful. Provide pro-safe products that eliminate chemical use.

o Feelings: Consumers feel like they are getting more for their money because the products arenatural.


15/17


16/17


16

Buying Items

Task 5: Now that you know more about Maternitique you are going to shop for your friend. She wantsthree items and once you find them add them to the cart: 1) Body lotion that reduces the appearance of stretch marks, 2.) Dressy maternity top that can be worn out to dinner, 3.) Organic sheets for babies crib.

Q1: On a scale of 1-5, how would you rate the selection of clothing, 1 being very poor and 5 being very good?

Subject Rating (1-5)1 32 33 24 25 3 2.6

Q2: What do you think about the product information and descriptions? Is there anything you would want tochange about them?

Overall consensus: Descriptions were very detailed and provided excellent product information.

Q3: How would you rate Maternitique.com on honesty and credibility on a scale of 1-5, 1 being completely un-credible/honest and 5 being undoubtedly credible/honest?

Subject Rating 1-5

1 42 53 44 5 4.5

Navigation

Q: How has the site been to navigate on a scale of 1-5, 1 being hard and 5 being easy?

Subject Rate 1-51 52 33 44 3.55 56 5 4.25


17/17


17

Key Findings

Things Subjects Liked:

Professional, credible, and honest website Website is easy to navigate Product descriptions are geared toward their target market Images were real life Buying process is straight forward and easy

Thinks Subjects Didnt Like:

Popup pages when subject clicks on further product information. Knowing what products are inside each tab (i.e. style, wellness, etc.) can be confusing for new customers

What Subjects Wanted More Of:

Wider selection of clothing =2.6

Customer reviews

Interesting Conclusions:

Subject noted that al though she hadnt purchased a product through Maternitique she assumed productquality is superior due to the sites high prices.

Example of Pricing Heuristics (marketing term). If a product has a high price, people assume theproduct is of high quality.

Date post:	09-Apr-2018
Category:	Documents
Upload:	robert-kazmi
View:	215 times
Download:	0 times

Maternitique Results Final Report

Documents