venture lab 2012 - team summit market survey
Post on 12-Jul-2015
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Market Research Survey Results
Team Summit:Hagan Koopman
Lucas MehlC.R. Sturgis
Derek ThomasCraig VelenskiLolly Walker
Product Summary
Consider a mobile and/or website application where children play an age-appropriate video game that motivates them to achieve real-world objectives. The player advances in the game by completing chores and schoolwork appropriately and learning/practicing new skills. The child earns points that can be redeemed for rewards (toys, computer time, cell phone minutes, bowling, picking the movie for movie night, etc.) as defined by parents, and potentially teachers, coaches, and other mentors if the parents allow.
The goal is to provide kids with a visual indication of their progress, and help them:
● Learn how to self-motivate.● Feel good about themselves for their achievements.● Develop good work ethic and self-discipline.● Communicate and interact with their parents to outline and achieve goals
that are important to the entire family.
And what better way to do that than to have them play a video game?
Survey Details
● Anonymous Google Docs survey for parents of children 18 and younger
– First section gathered demographics and behavior information
– Second section gathered general technology usage information
– Third section described proposed application and gathered opinions
● 34 total responses
0-2
3-6
7-10
11-14
15-18
0 2 4 6 8 10 12 14 16 18
Age Range of Survey Respondents' Children
Survey Respondents Demographics
● Nearly normal distribution with the mean in the 7 to 10 age range
● Fairly accurate representation of our target market
– Youngest children (0 to 2) may be too young to understand
– Oldest children (15-18) may not respond depending on maturity level
Picking up after themselves
Brushing teeth
Taking baths
Taking care of a pet
Getting ready for bed
0 5 10 15 20 25
Tasks Listed as Most Difficult among Younger Children
Doing homework
Yardwork
Vacuuming
Taking care of a pet
Doing the dishes
0 1 2 3 4 5 6 7 8 9 10
Tasks Listed as Most Difficult among Older Children
Common Tasks (Part 1)
● Parents were asked to report what tasks were most difficult to get younger and older children to perform
– For younger children, “picking up after themselves” was by far the most popular
– For older children, “doing homework” was most popular, followed by “doing the dishes”
● These tasks were given as a multiple-selection question
● All were considered by development team to be prime candidates for gamification in our product
Common Tasks (Part 2)
Cleaning
Garbage
Practice a skill
Bedtime routine
Dishes
Prepare meals
Schoolwork
Pet care
Laundry
0 5 10 15 20 25
Most Often Cited Daily Tasks● Parents were then asked to list daily
tasks free-form● Results were categorized manually
– Most overlap with options provided in the previous questions
– Other options appeared here more than once that did not appear before
● Laundry● Bedtime routine● Prepare meals● Practice a skill (most often a musical
instrument)● Taking out the garbage
● These two sets of answers provide a reasonable default set of tasks for our product
Verbal praise
Treats
Electronics time
Social activities
Car
Material prizes
Later bedtime
0 2 4 6 8 10 12 14
Positive Motivators
Verbal reprimand
Time out
Spanking
Removing rewards
Removing normal privileges
Extra chores
Grounding
None
0 2 4 6 8 10 12 14
Negative Motivators
Current Motivators
● Parents were asked to list these free-form, answers were categorized manually
● Positive Motivators are a useful basis on which to base game rewards
● Some of the Negative Motivators may be partially replaced by game penalties
Percentage of Respondents' Children that use Educational Apps
Yes
No
Percentage of Respondents' Children who use Motivational Apps
Yes
No
Current Market Conditions
● Parents were asked if their children used educational apps or websites and motivational apps or websites
– 83% use educational apps
– 3% use motivational apps
● This represents a significant opportunity for market share for the first one to provide a quality solution
None 0-2 3-5 5-8 8-14 More0
2
4
6
8
10
12
14
16
Number of Hours Spent Playing Educational and Motivational Apps
Current App Usage
● 71% of educational and motivational app usage is 2 hours or less per week
● 91% is 5 hours or less per week
● The ideal solution must be optimized such that updating on a daily basis is brief and simple
Respondents who would be Interested in Using the App
Yes
No
Yes, but only if it were available as a website
Level of Interest
● Once receiving a high-level description of our proposed product, respondents were asked, without any reference to price, if they would be interested in using the application
– A total of 91% claimed they would be interested in some form
– 21% said they would only use it in website form
$0.00$0.01 - $1.99
$2.00 - $4.99
$5.00 - $9.99
$10.00 - $14.99
$15.00 - $19.99
$20.00 - $24.99
Over $25.00
0
2
4
6
8
10
Amount Respondents Say They're Willing to Spend
$0.00$0.01 - $1.99
$2.00 - $4.99
$5.00 - $9.99
$10.00 - $14.99
Over $15.00
0
5
10
15
20
Amount Respondents Say They're Willing to Spend per Month
Pricing Survey
● Parents were asked how much they would be willing to pay if it were available as a one-time purchase and as a monthly subscription
● The spike at $2.00 to $4.99 may be a result of different effects
– Initial version of this question was multiple-choice
– It is a common price range for mobile applications
● A majority of respondents said they would pay something monthly, though the most common response is that they would not pay monthly.
– 8 respondents that said they would make a one-time payment were among those who would not pay monthly
Effect of Two-Month Free Trial on Respondents' Level of Interest
Less
Neutral
More
Effect of Cross-Platform Availability on Respondents' Level of Interest
Less
Neutral
More
Feature Priority - Availability
● Parents were given a set of features and asked to describe their effects on their level of interest
● A two-month free trial is universally popular
● Having the application available as both a mobile and website app (which can communicate and be used interchangeably) is also valuable to a majority of respondents
Effect of Customizability on Respondents' Level of Interest
Less
Neutral
More
Effect of Giving Other Mentors Customizability on Respondents' Level of Interest
Less
Neutral
More
Feature Priority - Customizability
● Respondents were mostly positive about having plenty of customization options for themselves
● However, they were somewhat less enthusiastic about giving other mentors (teachers, coaches, other relatives) the ability to customize the player's goals and challenges.
Comments & Suggestions
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