Market Research Survey Results

Team Summit:Hagan Koopman

Lucas MehlC.R. Sturgis

Derek ThomasCraig VelenskiLolly Walker

Product Summary

Consider a mobile and/or website application where children play an age-appropriate video game that motivates them to achieve real-world objectives. The player advances in the game by completing chores and schoolwork appropriately and learning/practicing new skills. The child earns points that can be redeemed for rewards (toys, computer time, cell phone minutes, bowling, picking the movie for movie night, etc.) as defined by parents, and potentially teachers, coaches, and other mentors if the parents allow.

The goal is to provide kids with a visual indication of their progress, and help them:

● Learn how to self-motivate.● Feel good about themselves for their achievements.● Develop good work ethic and self-discipline.● Communicate and interact with their parents to outline and achieve goals

that are important to the entire family.

And what better way to do that than to have them play a video game?

Survey Details

● Anonymous Google Docs survey for parents of children 18 and younger

– First section gathered demographics and behavior information

– Second section gathered general technology usage information

– Third section described proposed application and gathered opinions

● 34 total responses

0-2

3-6

7-10

11-14

15-18

0 2 4 6 8 10 12 14 16 18

Age Range of Survey Respondents' Children

Survey Respondents Demographics

● Nearly normal distribution with the mean in the 7 to 10 age range

● Fairly accurate representation of our target market

– Youngest children (0 to 2) may be too young to understand

– Oldest children (15-18) may not respond depending on maturity level

Picking up after themselves

Brushing teeth

Taking baths

Taking care of a pet

Getting ready for bed

0 5 10 15 20 25

Tasks Listed as Most Difficult among Younger Children

Doing homework

Yardwork

Vacuuming

Taking care of a pet

Doing the dishes

0 1 2 3 4 5 6 7 8 9 10

Tasks Listed as Most Difficult among Older Children

Common Tasks (Part 1)

● Parents were asked to report what tasks were most difficult to get younger and older children to perform

– For younger children, “picking up after themselves” was by far the most popular

– For older children, “doing homework” was most popular, followed by “doing the dishes”

● These tasks were given as a multiple-selection question

● All were considered by development team to be prime candidates for gamification in our product

Common Tasks (Part 2)

Cleaning

Garbage

Practice a skill

Bedtime routine

Dishes

Prepare meals

Schoolwork

Pet care

Laundry

0 5 10 15 20 25

Most Often Cited Daily Tasks● Parents were then asked to list daily

tasks free-form● Results were categorized manually

– Most overlap with options provided in the previous questions

– Other options appeared here more than once that did not appear before

● Laundry● Bedtime routine● Prepare meals● Practice a skill (most often a musical

instrument)● Taking out the garbage

● These two sets of answers provide a reasonable default set of tasks for our product

Verbal praise

Treats

Electronics time

Social activities

Car

Material prizes

Later bedtime

0 2 4 6 8 10 12 14

Positive Motivators

Verbal reprimand

Time out

Spanking

Removing rewards

Removing normal privileges

Extra chores

Grounding

None

0 2 4 6 8 10 12 14

Negative Motivators

Current Motivators

● Parents were asked to list these free-form, answers were categorized manually

● Positive Motivators are a useful basis on which to base game rewards

● Some of the Negative Motivators may be partially replaced by game penalties

Percentage of Respondents' Children that use Educational Apps

Yes

No

Percentage of Respondents' Children who use Motivational Apps

Yes

No

Current Market Conditions

● Parents were asked if their children used educational apps or websites and motivational apps or websites

– 83% use educational apps

– 3% use motivational apps

● This represents a significant opportunity for market share for the first one to provide a quality solution

None 0-2 3-5 5-8 8-14 More0

2

4

6

8

10

12

14

16

Number of Hours Spent Playing Educational and Motivational Apps

Current App Usage

● 71% of educational and motivational app usage is 2 hours or less per week

● 91% is 5 hours or less per week

● The ideal solution must be optimized such that updating on a daily basis is brief and simple

Respondents who would be Interested in Using the App

Yes

No

Yes, but only if it were available as a website

Level of Interest

● Once receiving a high-level description of our proposed product, respondents were asked, without any reference to price, if they would be interested in using the application

– A total of 91% claimed they would be interested in some form

– 21% said they would only use it in website form

$0.00$0.01 - $1.99

$2.00 - $4.99

$5.00 - $9.99

$10.00 - $14.99

$15.00 - $19.99

$20.00 - $24.99

Over $25.00

0

2

4

6

8

10

Amount Respondents Say They're Willing to Spend

$0.00$0.01 - $1.99

$2.00 - $4.99

$5.00 - $9.99

$10.00 - $14.99

Over $15.00

0

5

10

15

20

Amount Respondents Say They're Willing to Spend per Month

Pricing Survey

● Parents were asked how much they would be willing to pay if it were available as a one-time purchase and as a monthly subscription

● The spike at $2.00 to $4.99 may be a result of different effects

– Initial version of this question was multiple-choice

– It is a common price range for mobile applications

● A majority of respondents said they would pay something monthly, though the most common response is that they would not pay monthly.

– 8 respondents that said they would make a one-time payment were among those who would not pay monthly

Effect of Two-Month Free Trial on Respondents' Level of Interest

Less

Neutral

More

Effect of Cross-Platform Availability on Respondents' Level of Interest

Less

Neutral

More

Feature Priority - Availability

● Parents were given a set of features and asked to describe their effects on their level of interest

● A two-month free trial is universally popular

● Having the application available as both a mobile and website app (which can communicate and be used interchangeably) is also valuable to a majority of respondents

Effect of Customizability on Respondents' Level of Interest

Less

Neutral

More

Effect of Giving Other Mentors Customizability on Respondents' Level of Interest

Less

Neutral

More

Feature Priority - Customizability

● Respondents were mostly positive about having plenty of customization options for themselves

● However, they were somewhat less enthusiastic about giving other mentors (teachers, coaches, other relatives) the ability to customize the player's goals and challenges.

Comments & Suggestions