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User Research

My Role

Tool & Method

Focus Group Host
Questionnaire Design
Data Analysis

Qualitative- Focus Group
Quantitative- Questionnaire
Data Analytics- SPSS

Project Overview

Collaborated with Esuit Sports using qualitative and quantitative research to analyze NCHU volleyball students’ purchasing behavior and considerations for volleyball apparel, exploring reasons for selecting Esuit products and identifying appealing marketing strategies.

Research Background

Motivation

Esuit Sports specialized in athletic apparel. According to the 2020 purchase records of NCHU’s sports teams, 40 basketball teams ordered clothing from them; however, only 3 volleyball teams did the same. This study aimed to explore the purchasing behaviors of volleyball players and identify reasons for the low adoption.

Problem

How to attract volleyball players at NCHU to purchase Esuit Sports volleyball apparel.

Objectives and Scope

Objectives

  • To understand the purchasing behavior and considerations of volleyball players at NCHU regarding volleyball apparel.
  • To identify the reasons why they choose or do not choose Esuit Sports.
  • To determine which proposals or activities would attract volleyball players at NCHU.

Scope

  • Participants: Volleyball-playing students at NCHU
  • Location: NCHU campus
  • Time: Nov 2020 – Dec 2020

Research Design

Research Method

Conducted qualitative and quantitative research methods to NCHU volleyball players, providing both in-depth insights and broad data coverage.

Qualitative Research- 3 Focus Groups

Three focus group sessions were conducted based on participant characteristics:
Heard of and Purchased, Heard of but Not Purchased, and Not Heard of and Not Purchased. 

Using semi-structured interviews to encourage students to exchange opinions, the discussions aimed to achieve the following objectives:

  1. Understand NCHU students’ volleyball apparel purchasing behavior and considerations.
  2. Clarify the reasons for choosing or not choosing Esuit Sports.
  3. Test which marketing strategies or activities would attract volleyball players at NCHU.

Quantitative Research- 300 Surveys

To obtain a greater number of samples and validate the ideas presented by the focus group, we further conducted a survey using a purposive sampling method. The surveys were carried out by posting on social media and intercepting passersby near volleyball courts. To facilitate subsequent data analysis, we used a structured questionnaire with fixed-answer options.

Research Analysis

Qualitative Research

Click for doc.

Quantitative Research

A total of 522 online questionnaires were distributed for this study. After excluding 219 responses from non-target groups and duplicate samples, and 3 responses with questionable answers, 300 valid questionnaires were collected.

I. Sample Characteristics

  1. Volleyball Playing Habits: Among NCHU students who play volleyball, 60% participate due to department team practice, and on average, they play 2.81 days per week.
  2. Target Audience Segmentation: Esuit aims to understand the current and potential customer groups’ exercise and purchasing behaviors to optimize its marketing strategy. Therefore, participants were divided into three groups:
  • Heard of and Purchased
  • Heard of but Not Purchased
  • Not Heard of and Not Purchased

II. Purchasing Behavior of NCHU Volleyball Players

Factors considered in purchasing decisions

III. Reasons for Choosing or Not Choosing Branded Volleyball Apparel

Heard of and Purchased

90% were satisfied with the Esuit Sports volleyball apparel, while 10% were dissatisfied.

Heard of but Not Purchased

53% of them did not have purchase experience because they had not received relevant information. It is inferred that although they have heard of the brand or seen others wearing it, they have not come across product detailed information about Esuit Sports.

Insight

Reasons for Purchase

  • NCHU volleyball players mainly buy apparel for school team competitions and practice.
  • Team captains are the key decision-makers for ordering.
  • Style, design, and price are the top priorities.
  • Preferred apparel characteristics include fine mesh, smooth, and lightweight fabric.

Why Esuit Apparel is Chosen or Not

  • Buyers are generally satisfied with customer service but want more detailed product introductions.
  • Most customers are happy with the product, while dissatisfaction stems from breathability and odor retention issues.
  • A small percentage of buyers are unwilling to repurchase, mainly due to style or pricing concerns.

Attractive Promotions

  • The most appealing offer is “Leave a comment on our fan page to receive a set of volleyball apparel.”
  • Other companies’ offers like “Bulk discount on a set number of items” and “Free logo printing for bulk purchases” also resonate well with consumers.

Marketing Recommendations

I. Heard of and Purchased

Issue 1: How to Increase Repurchase Rate Among Satisfied Customers

We suggested Esuit Sport offer a discount on each apparel piece when purchasing a certain quantity, which had the highest appeal (5.23/6) among this segment, indicating that this could encourage them to buy more.

Issue 2: How to Encourage Repurchase Among Dissatisfied Customers

We recommended Esuit Sports provide product enhancement recommendations directly to manufacturers, as dissatisfaction was mainly due to lack of breathability (27%), sweat odor retention (18%), and elasticity issues (9%). For subjective preferences like thickness, offering both lightweight and thicker fabric options could allow customers to make choices that suit their needs, potentially reducing dissatisfaction.

II. Heard of but Not Purchased

Issue : Lack of Product Detailed Information

To address the issue of 53% of “Heard of but Not Purchased” customers lacking detailed information about Esuit Sports, we recommended setting up a pop-up store or mobile display booth at strategic campus locations or volleyball courts during peak hours. Additionally, offer a trial or rental service where potential customers can borrow Esuit Sports apparel for practices or games.

III. Not Heard of and Not Purchased

Issue: Lack of Brand Exposure

Analysis shows that 50% of NCHU volleyball players are unaware of Esuit Sports. To address this, we recommended collaborating with popular campus influencers or volleyball teams to showcase its apparel. Their endorsement can enhance brand visibility and provide an authentic view of the product, helping to build trust and encourage purchases among those who have not yet heard of or purchased the brand.

Afterthoughts

01

Research Method

We conducted qualitative research using a focus group method, with each group consisting of 8 participants. While this approach was intended to facilitate rich discussions, the participants’ inherent shyness, a common trait in Asian cultures, led to limited interaction. In the future, I would recommend selecting participants who are already familiar with one another or conducting individual interviews to encourage more open and engaging conversations.

02

Research Analysis

For data analysis, we utilized SPSS, which, while functional, posed both technical and design constraints. Moving forward, adopting tools like Power BI or Tableau would offer more precise analysis with more visually appealing interfaces, enhancing both efficiency and presentation quality.

03

Marketing Recommendations

Our focus was primarily on addressing user needs, which is vital. However, I recognize the importance of balancing user demands with business objectives. Integrating both aspects into the marketing strategy will ensure a more holistic approach that aligns user satisfaction with long-term business goals.