The purpose of the Key Project is to develop a strategic solution to a marketing problem that requires consumer insights to solve. You should select a realistic marketing issue in which consumer behavior plays a critical role. This issue can be one that your company or organization is challenged with, one that you can acquire information about by reading business or other publications, or one which you partner with an actual company to solve.

The topic area selected should be one that drives business impact. For help choosing an appropriate research topic, see theExample Research Topicsoutlined below. To better understand the issue you are researching, you will be expected to obtain secondary data from the library, trade organizations, company documents, etc. Next, you will conduct primary research. Primary research shall might entail conducting in depth interviews with one or more segments of relevant, but reasonably accessible consumers and influencers, runnin focus groups, administering surveys, and/or developing experiments.

I recommend working on this project in three phases:

Phase 1: Research Scope and Proposal

In this phase, you will select a Research Topic Area (the problem statement you are looking to solve). Next, you will conduct background research (related to the issue) to develop context about the situation. Lastly, you will define and outline your research Approach with Methodology.

Phase 2: Research Activity

In Phase 2, you will conduct the research with end users through activities such as Interviews, Focus Groups, Polls, Surveys, Intercepts, or other methods. Next, you will analyze the data and insights you collected. Lastly, you will synthesize your analysis into key findings (i.e. the "aha" moments / nonobvious insights).

Phase 3: Translate Insights into Recommendations

In the final Phase, you will identify your key findings and develop them into marketing strategy recommendations with a focus to drive for business impact.

Example Research Topics:

• Consumer-Generated Ideation: Innovating the Meat Department Shopping Experience
• Business to Business (B2B):Identifying Physicians' Roles in Patients' Pharmacy Selection to Refine Brand Vision and Develop Strategy
• Transforming a Regional Utilities Company from a Service Provider to Trusted Partner
• Problem Statement for Google Nest: What are the consumer barriers to to adopting Smart Home technology products?
• Problem Statement For Whole Foods (or any Grocery Retailer): How is technology, delivery services, and ecommerce changing the way consumers shop for and buy groceries?
• Building a Gym Membership Package - From the Ground Up
• Vodka Category Segmentation to Drive Communication and Momentum