The Influencer Continuum™: From Influencer to Super Advocate™
Microsoft Student Technical Purchase Influencer Study Aug.2008 Alex Sun
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Student Technology Product Purchase Influencer Report August, 2008 Goal: This research is to study the following topics: 1. What/Who will influencer students’ technology decision. 2. Students’ impression of Microsoft and why they have such impression. Key Finding: 1. Online tech product review sites and tech-savvy friends are the top two resources that students use before making technology decision. However no clear ‘student influencer’ were founded. 2. Business students all love Microsoft, though students showed more interest in Apple and Google. 3. Freshman and Senior both have significant influences. Method: The phase 1 research includes interviewing 21 Bentley students to gain their feedback on our research questions, a good variety of students were selected to get non-biased result. Detailed demographic information is listed below: Sample Size: 21
description
My research project @ Microsoft 2008
Transcript of Microsoft Student Technical Purchase Influencer Study Aug.2008 Alex Sun
Student Technology Product Purchase Influencer Report
August, 2008
Goal:
This research is to study the following topics:
1. What/Who will influencer students’ technology decision.2. Students’ impression of Microsoft and why they have such impression.
Key Finding:
1. Online tech product review sites and tech-savvy friends are the top two resources that students use before making technology decision. However no clear ‘student influencer’ were founded.
2. Business students all love Microsoft, though students showed more interest in Apple and Google.3. Freshman and Senior both have significant influences.
Method:
The phase 1 research includes interviewing 21 Bentley students to gain their feedback on our research questions, a good variety of students were selected to get non-biased result. Detailed demographic information is listed below:
Sample Size: 21
19%
14%
19%29%
19% FreshmanSphomoreJuniorSeniorMBA
48%52%FemaleMale
Student school year Gender
14%10%
14%
5%29%
19%
10%AccountingEconomicsFinanceHuman Interface DesignManagementMarketingN/A
Student Major
Detailed Analysis:
1. Online tech product review sites and tech-savvy friends are the top two resources that students use before making technology decision.
Forum/Blog
Store (Bestbuy)
Brand Website
Customer Review
Professional Review
Friends
Tech Websites (CNET)
0 5 10 15 20 25 30 35
5
7
8
10
11
27
32
Method: student rank order of the above choices, rank 1= 3 score; rank 2=2 score; rank 3=1 score, then sum up the total score for each choice.
Online websites are still the top choice for students to find product review and information. However, when asked non-assist question: “what/who will help you to make technology decision”, only 6 students mentioned tech-savvy friends, and it depends on what technology product they are looking for. More students chose friends as a resource when asked assist question:”please rank the order of the above choice”.
Since we have a small sample size (n=21) and a skewed sample group (business students only), we will need more data to determine whether the student influencers exist.
2. 100% of the interviewees like/love Microsoft, however Apple and Google top Microsoft when asked “Which company would you like to talk about?”
MSFT is a great company
Business-oriented
Standard/Universal System
No problems with MSFT software
0 1 2 3 4 5 6 7
4
5
7
7
Reasons that students like Microsoft
It is safe to draw the conclusion that business world likes Microsoft, however, when asked “What tech companies would you like to talk to?” Apple and Google top over Microsoft.
15%
54%
31%talk to MSFTtalk to APPLEtalk to GOOGLE
What tech company would you like to talk to?
Why Apple?
They have ipod, iphone, Mac Air and other cool products. They are more seen as a ‘consumer product’ provider, while Microsoft is a large company. We are PC users and are curious how the Apple computer works.
Why Google?
Google is very helpful in almost every aspect. Very attractive jobs at Google.
Why not Microsoft?
No need to talk to MSFT. Have no problem with Microsoft software.
It is no doubt that business students like Microsoft because it’s universality in the business world, more data is needed from tech students. Also, it would be beneficial to study who will be more influence when they enter the real world, business students or tech students?
3. Freshman and Senior both have significant influences.
60%
40% freshmansenior
Who has more influence?
SWOT Analysis:
Attachment:
How to market to faculty?
The value of influencers
How to influence customer?
4 PDF articles on influencers
