Background & Research Objective Find Me Technologies, Inc. got its start developing components for vehicle systems and nautical GPS. With much of that market now shifted to the mobile phone industry, the company is interested in the viability of what could become its first holistic product: a wearable device for pets, incorporating fitness monitoring and a GPS tracker. FindMe Technologies is interested in gathering ideas on unique and desirable features that could be included in such a product, so it can flesh out the concept for future testing. Research Questions What exciting features have pet owners come up with that are not yet available and can potentially be built into the concept? The company would like to get an initial reaction on features like activity levels (e.g., heart rate) and behavioral indicators (e.g., licking, panting, and scratching). o However, the company would like the main focus to be on other desirable functions they have not yet considered. What are the initial reactions to ideas around aesthetic elements (eg., colors, design, material, etc)? How might consumers use this product on a daily basis? Budget and Timeline The budget allocated for this research project is $35,000-$60,000. All deliverables will be due five weeks from project launch. Secondary Research Option 1 Review of 5-10 articles, websites, and/or databases One week Summary report with recommendations: $5,000 Secondary Research Option 2 Review of 15-20 articles, websites, and/or databases / Two weeks Summary report with recommendations: $8,000 Focus Groups Option Description Geographies Timing Investment & Deliverables Focus Groups Four groups of 10 category users One West Coast city One East Coast city Two Midwest cities Four weeks Cost per recruited participant (CPR): $125 Travel: $10,000 Food & participant incentives: $15,000 | Moderator: $8,000 | Report development: $5,000 Option 1 Focus Groups Option 2 Six groups of 12 category users Two West Coast cities Two East Coast cities Two Midwest cities 4.5 weeks Cost per recruited participant (CPR): $111 Travel: $15,000 Food & participant incentives: $18,000 Moderator: $10,000 Report development: $8,000 Survey Option Sample Size Timing Investment & Deliverables & Survey Option 1 1,000 category users Three weeks Cost per survey (CPS): $6 Analysis & report development: $5,000 Survey Option 2 2,000 customers Three weeks Cost per survey (CPS): $4 | Analysis & report development: $6,000 c Survey Option 3 5,000 category users Four weeks Cost per survey (CPS): $2.50 | Analysis & report development: $7,000 Observational Research Option Description Timing Investment & Deliverables Observational Research Option 1 Unobtrusive behavioral observation of category users (Subjects are in a public space.) 15 hours of observation x x three cities Cost per hour of observation: $500 Analysis & report development: $10,000 Mystery Shopping Option Description Interactions Investment & Deliverables a Mystery Shopping Option 1 1 Secret shopper logs his or her interactions with customer service representatives 250 interactions Data collection: $100 per completed interaction Individual reports: $10 per interaction Summary report: $10,000 In-depth Interviews Option Description Investment & Deliverables In-depth Interviews - Option 1 10 in-depth interviews with company 1 Questionnaire development: $5,000 Cost per interview (CPI): $1,000 Analysis & report development: $15,000 executives Experiment Option Description Sample Size Timing Investment & Deliverables Four Experiment Option 1 Testing current product (control group) vs. new product concept (test group) | Test metrics will be survey results: likeability and purchase intent scores 1,000 control product users 1,000 test- product users Cost per survey (CPS): $6| Analysis & report development; $10,000 weeks