Market Research Analysis - New B2B/B2C Product
Project scope
Categories
Data analysis Market research Sales strategy Marketing strategySkills
business and analytical problem framing business analytics storytelling and data visualization data analysis data analysis, data science concepts, text analyticsSince first proving that developing nonbrowning apples was possible, OSF has conducted a wide range of consumer and market research initiatives. From 2007 to present, OSF has carried out:
- Industry surveys
- Online consumer questionnaires
- Focus groups
- Taste test comparisons
The goals of these research initiatives were to analyze everything from market interest in nonbrowning apples, to sensory data on product taste/texture/etc., to soliciting feedback on packaging and messaging. The goal of this project is for students to analyze all research conducted to date, along with other pertinent materials (e.g., product packaging, infographics, sales collateral) and provide key conclusions and recommendations about what the research, when analyzed cumulatively can tell OSF about ideal market segments, packaging approaches, marketing strategy, etc.
About the company
Okanagan Specialty Fruits Inc. (OSF) began as a small, dynamic agricultural biotechnology company based in Summerland, British Columbia, Canada. Founded in 1996, OSF specializes in developing tree fruit varieties with novel attributes that benefit fruit producers and consumers alike. OSF’s flagship project is nonbrowning Arctic® apples.