Designing a Market Research Intern Program;
Project Overview
SITUATION:
Covid gave Online Learning Management Systems (LMS) a major boost, but now with normality slowly returning, predominantly online companies are calling in reinforcements to better understand their customers as they move back to in person activities.
TASK:
I was tasked with conducting market research to understand how our LMSs could better serve customers, standardize the process of doing so, and designing a means of easily teaching future interns how to recreate
this process.
ACTION:
Chose to utilize the Jobs-To-Be-Done (JTBD) framework for market research to redesign how the company segments demographics. After preliminary research to understand the field I conducted user interviews with the target demographic to understand how they use our product and laid it out on a process map. All my findings were transferred to an instructional and interactive Mural page where future interns can see how I reached my conclusions and recreate the process.
RESULTS:
Created an in-depth Mural page with instructions on how to follow the JTBD market research process, provided free external sources to deeper understanding, and included a complete example of my own in-house research case for future interns to use as a guide. The opportunity allowed me to refine my research and interviewing skills and helped confirm my career trajectory towards a customer focused role.
Project Partner: Lexipol
Lexipol provides online learning courses for almost all public service sectors. The company originally was started by police officers for police officers to better enhance their personal training and eventually transformed into an online LMS for other public servants.
Project Length: Spring 2022, 8 Weeks
Project Role: Learning Management Assistant & Researcher