STORE PURCHASE BEHAVIOR
Judith Hilomen, Cathy Centeno
November to December 2015
Google Forms, Tableau, Microsoft Excel
Migo Entertainment is a technology startup that aims to bridge digital divide by delivering entertainment and education to consumers in emerging markets. Migo develops a combination of hardware and software technologies that facilitate the delivery of media content - award-winning TV shows, movies, and documentaries - through community kiosks and enable users to download and watch on their mobile phones without Internet.
Because our model is quite unique - where movies can be downloaded through community kiosks or “sari-sari stores”, we wanted to understand consumers’ store purchase habits and behavior. The company was interested in this to determine opportunities for promotional packages and additional services and products that we can sell or provide to the shopkeeper.
This project ran from November to December 2015 and involved more than 10 data gatherers on field doing a pen-and-paper survey and observation. We chose several locations to cover the habits of consumers from different areas. After reaching our target of 300 responses, data was cleaned, shaped in Excel, and ran through Tableau.
MY KEY ROLES INCLUDE:
RESEARCH LEAD + PRODUCTION & DESIGN OF RESEARCH MATERIALS
I created the overall research plan and methodology. I created the survey instrument and led the team consisting of 10 people in conducting the survey in several locations in Metro Manila.
QUANTITATIVE ANALYSIS + INSIGHT GENERATION + REPORT WRITING
Along with 2 more members of the Insights team, I asked the data gatherers to encode the answers on Excel. We then proceeded in cleaning the data set in Excel and preparing them for analysis in Tableau. We ran the dataset on Tableau and generated the charts for each data dimension. I then produced a report containing the findings and the recommendations for the project which I sent to the to the Department Head and the CEO.
Below are some of the charts that I made for the report. All charts were made using Tableau Public.