KOE : a market research business concept

Abstract

Koe is a project that aims to modernize the market research industry. It includes two platforms to connect companies and respondents. The companies that subscribe Koe’s services have access to a desktop cloud-based platform where they can build a survey, access the collected data and correlate any data point storage in the cloud. The surveys, made by the companies, show up in a mobile app that made for the respondents. Besides replying to surveys, the respondents are part of a community, where there is a gamification system with rewards and rankings to keep the users engaged. Creating a real sense of community andbelonging. This project includes the development of a prototype for Koe, and of a communication campaign to launch it to the market. These are supported by market research, by a simple business plan to assess the idea’s viability, and by a marketing plan. The marketing and the communication strategy is B2C (business to consumer) and is based on the idea of changing the market by telling brands what they want. The plan is to combine print and digital advertising, the print is going to be used for awareness at the launch and at Christmas because it one of the most saturated adverting periods of the year. The digital strategy is based onsocial media with company pages and ads and three influencers as brand ambassadors. Koe is a relevant project because it gives hope to the called traditional market research industry. It shows that by modernizing and approaching the business in a different way is possible to stay alive and in good health.

Date of Award	27 Jul 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor) & João Carneiro (Co-Supervisor)