Microsoft Office was confronting an uphill assignment in engaging the undergraduate student community. Pulling this crowd-the most tech-savvy generation ever-was crucial to the future of the Microsoft Office franchise. Microsoft's previous advertising attempts to reach this audience had proven lackluster, while its key competitors were gradually entrenching themselves among this demographic. Microsoft's challenge was to decide the top approaches that could successfully link with this specific crowd.
It also provides competitive info, its focus on the higher education marketplace as well as the growing sway of Facebook among students and its own development into a productivity tool and chiefly Google's increasing presence in universities. The (B) case describes the qualitative research tools that Microsoft used to get a better comprehension of college students: day diaries using Twitter, technology diaries utilizing the Internet and smartphones, focus groups, and one on one interviews with students. The instance helps pupils draw inferences from the data, comprehend the value of ethnographic and qualitative research techniques, and afterwards make recommendations. It illustrates how research is enriched by ethnographic and observational studies by generating deeper consumer insight than traditional approaches.
PUBLICATION DATE: June 20, 2012 PRODUCT #: KEL654-PDF-ENG
Microsoft Office Gaining Insight into the Life of a College Student (A) Case Study Solution
This is just an excerpt. This case is about SALES & MARKETING
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