Marketing 311E:

marketing research (engaged Learning)

Top hat Campaign

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Top hat Campaign _

The goal of this project was to conduct, understand, analyze, and implement research for a secret client. Specifically, this was an AI marketing research project. our group of seven are being called to answer a business issue question and eight other research objectives. at the end of the semester, it was revealed to us thAt our client was the academic software company, Tophat. Instructed under Dr. stacy neier beran, this project was completed during my junior spring semester (spring 2024) at the quinlan school of business, loyola university chicago.

project

Deliverable One

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Deliverable 1
Informational slide with four sections discussing artificial intelligence and consumer behavior impact, focus on decision making, research evidence, and team goals in AI relevance.
Abstract business issue graphic with text about AI impact on consumer shopping behavior, featuring a stylized image and seal illustration on a black background.
Table of research objectives related to AI influence on consumer behavior, including consumer aesthetics, online spending, sustainable purchasing, ethical implications, industry changes, and consumer decision-making processes.
Image with text and black-and-white portraits introducing a research team. Title: "To us, being 'Research Ready' means…". Left side describes the team's commitment to ethical, social, and legal aspects of research. Right side shows seven individuals
Abstract digital artwork with text 'Thank You! Love, Team Seals'. Features pixelated green figure, seal illustration, and two patterns.

Deliverable Two

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Graphic with text "SQUAD SEALS STATEMENT OF WORK," abstract design, and date 3/27/24.
Abstract image titled 'Business Issue Question' with text asking how artificial intelligence affects consumer shopping behavior, featuring a digital illustration of a seal and abstract hand.
Table listing research objectives related to AI's influence on consumer behavior, aesthetics, online spending, sustainability awareness, ethical implications, industry changes, and decision-making processes. Includes names: Ashley, Annika, Tyra, Sydn
Infographic on Qualtrics methods and technologies, detailing features for qualitative and quantitative projects, and unique traits enhancing user engagement.
Infographic titled 'Methods & Technologies' with four sections. Left side questions: 'Who is the ideal person who will engage with your mixed methods?' 'How will you connect to ideal people through Qualtrics?' Right column outlines ideal customers: e
"Observations Qualtrics Project" text with QR code and animal illustration on black background.
"Interview Qualtrics Project" text with a seal illustration and QR code on black background.
"Noir Survey Qualtrics Project" text with QR code and seal graphic.
Collage of six people labeled as LinkedIn Generalists, with a text description of what 'research ready' means. The explanation highlights being well-prepared, knowledgeable, and understanding social, ethical, legal implications, while handling data r
Abstract digital art with thank you message, featuring a stylized human figure and seal illustration, in green and black tones.

Deliverable Three (Final)

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Pink and purple gradient background with text 'Seals research squad' and 'Deliverable 3 Insights' featuring a magnifying glass over a growth chart and date 'May 2, 2024.'
Image featuring an executive summary text discussing AI's influence on consumer behavior, accompanied by a photo of a smartphone displaying a social media profile. The background is pink with geometric shapes.
Colorful contents page with chapter titles and page numbers on a pink and purple background.
Infographic discussing the impact of artificial intelligence on consumer behavior and industries. Includes points on AI's relevance, decision-making processes, desk research examples from Haribo, IKEA, and Google, and the importance of AI's role in b
Text reading "Business Issue Question: How does artificial intelligence affect consumer shopping behavior?" with AI chip icon on a peach background.
Table titled 'Research Objectives' with seven objectives exploring the influence of AI on consumer aesthetics, online spending, sustainable purchasing, ethical implications, industry behaviors, and decision-making processes.
Infographic titled 'Methods & Technology' about AI and sustainable purchasing. Left section explains how Qualtrics aids target audience engagement with surveys and data analysis. Right section describes ideal users, including early adopters of techno
Image with "Qualtrics Observations" text, a QR code, and a public report link below on a colorful background.
Promotional image for a Qualtrics interview featuring a QR code and a hyperlink to a public report link (https://ql.tc/FggBzu), with a pink gradient background.
Survey poster with QR code and link
"Insights" text on a colorful grid background
Infographic on how AI influences consumer aesthetics, highlighting quantitative and qualitative data. It includes statistics, an interview, and a word cloud related to algorithm-based platforms for styling decisions. Emphasizes the impact on personal
Infographic titled 'ROI Limitations' with four sections: Reliability, Sample & Ethics, Total Error, and Recruitment Screenshot. Each section provides text on relevant topics, with a colorful background. The Recruitment Screenshot includes a black and
Infographic analyzing AI's impact on online spending, presenting quantitative and qualitative data with insights. Includes details on how AI affects purchasing habits and the significance of data. Features a word cloud with 'online purchase' emphasiz
Text discussing "RO2 Limitations" covering reliability, sample and ethics, total error, and recruitment method.
Infographic analyzing AI's impact on consumer behavior for sustainable purchasing. It includes insights, qualitative and quantitative data, and why the data matters. Insights suggest AI's recommendations may drive overconsumption. Qualitative data di
Infographic titled "RO3 Limitations" with sections on reliability, sample & ethics, total error, and recruitment screenshots. The text discusses the NOIR survey's purpose, sample size, data collection methods, and participant expectations about susta
Text-based infographic discussing the ethical implications of AI on consumer behavior. It highlights concerns about AI's impact on privacy and consumer manipulation. Quantitative data shows 71% worry about privacy, 48% about dependency, and 47% about
Image displaying text titled 'RO4 Limitations' with sections on reliability, sample & ethics, total error, and recruitment screenshots, discussing survey reliability, AI knowledge, participant diversity, and data collection methods.
Infographic comparing the impact of AI on consumer behavior across industries, focusing on retail and education. Includes quantitative data indicating 76% believe retail benefits most, and qualitative data highlighting changes in shopping behavior. E
Image titled 'RO5 Limitations' with sections on reliability, sample & ethics, total error, and recruitment screenshots. Each section discusses the limitations of a survey, mentioning issues like biased questions, sample representation, assumptions ab
Infographic on AI's impact on consumer decision making, highlighting insights, quantitative and qualitative data, and importance. It notes 85% use AI in early decision stages, with many unaware of its role. Also includes stats on AI preference and qu
Text summary of the RO6 Limitations in a survey or study. Sections include Reliability, Sample & Ethics, Total Error, and Recruitment Screenshots. Discusses issues like question language difficulty, ethics of data collection, awareness of AI use by p
Presentation slide discussing the influence of AI on consumer decision-making, focusing on purchase and post-purchase evaluation. It includes qualitative and quantitative data, an interview quote, and the significance of AI's role in enhancing user e
Presentation slide showing R07 Limitations with text on research reliability, sample ethics, and total error. Includes a group chat screenshot discussing a Qualtrics survey and an Instagram story with a cat and survey request.
A list of references organized in a grid layout with various articles and reports about market research, AI, and consumer trends. Each reference includes a title, source, date, and URL. The grid features alternating color backgrounds for visual separ
Research symposium poster about how artificial intelligence affects consumer shopping behavior, featuring research objectives, methods and technology, ideal participants, survey details, and group member photos.
Group photo of seven team members from the "Seals Squad." Names include Tyra Pranger, Ella Oswald, Sydney Bispala, Sammie Spiwak, Ashley Kang, Benjamin Hofmann, and Annika Raj. Listed roles range from Generalist to Specialist with corresponding Linke