3.

Market Research

1
 3. Market Research

Why Market Research?

Problem 2:
Establish Problem 3:
a target Guide
audience recommendations
Problem 1:
Acquire for generating
product sustainable revenue
feedback sources

2
 3. Market Research

Consumer
Perceived Preference
Perceived Quality
Brand Equity
Scale

Social
Sustainability
r
Influence

3
 3. Market Research

Perceived
Theory of positive
Planned results
Behavior

Perceived Perceived
social behavioral
r
pressure control

4
 3. Market Research

What is Grafiti’s How likely are

current brand audiences to use
equity status? Grafiti?

5
3. Market Research

Methodology

Focus groups:
University of Missouri journalism
and business students

Interviews:
4 Engineers
3 Educators
2 Commercial real estate leasing
officers
1 Newsroom editor
6
 3. Market Research

Research Findings:

People don’t play with data in their spare time

“I’m more likely to to pull up Google to
convince someone online than I am to
create a graph.”
- Becca Hayes, Accountant/MBA

7
 3. Market Research

Research Findings:

People have not heard of Grafiti

When asked, participants identified Canva,

Tableau, Google Maps, Infogram, Keynote,
and Thinglink as visualization tools.

8
 3. Market Research

Research Findings:

Grafiti looks good and is easy to use

“It looks like Tableau quality but is easier than Excel.”

- Tyler Hanley, MBA

“If the J-school kids got their hands on this, it’s over.”
- Falyn Paige, Journalism


9
 3. Market Research

Research Findings:

Individuals don’t pay for apps

“This better not cost me a dollar.”

- Alex Stone, Engineer/MBA

10
 3. Market Research

Research Findings:

Grafiti needs more data

“If I can’t find the information I want once or

twice, I’ll probably stop using [Grafiti].”
- Jie Shi, Journalism



11
 3. Market Research

Research Findings:

Data visualization is most important

I would be more likely to use Grafiti if:

“I could upload my own data.”
- Everyone


12