Google Case Studies Wharton and Google Surveys: Helping Businesses Reach the Finish Line

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	Wharton and Google Surveys: Helping Businesses Reach the Finish Line Google

Wharton and Google Surveys: Helping Businesses Reach the Finish Line

Google

Technology Category	Analytics & Modeling - Real Time Analytics
Applicable Industries	Education
Applicable Functions	Business Operation Sales & Marketing
Services	Data Science Services
Challenge	The Westchester Track Club had a vision to establish a profitable, multi-day training program aimed at amateur runners while also providing former East African Olympians the opportunity to apply their skills and knowledge in a post-Olympics world. However, they were unsure of how best to implement the concept, or gauge its potential market value. They needed to determine what should be included in the program, how much it should cost, how they could market to interested runners, and what matters most to them. To help them with this, they consulted with a group of Wharton MBA students. Read More
About Customer	The Westchester Track Club is an organization that had a vision to establish a profitable, multi-day training program aimed at amateur runners while also providing former East African Olympians the opportunity to apply their skills and knowledge in a post-Olympics world. They were unsure of how best to implement the concept, or gauge its potential market value. They needed to determine what should be included in the program, how much it should cost, how they could market to interested runners, and what matters most to them. Read More
Solution	The Wharton students turned to Google Surveys for quick, targeted, reliable, and inexpensive research for optimal proposal design. They targeted over 1000 competitive runners through Google Surveys to test out two separate program concepts and compare results to a well-known, popular benchmark to measure national interest and potential. The survey results provided a high level of detail, accuracy, and analysis, especially given the reasonable price point. Based on the insights from the Google Surveys, the students advised the Westchester Track Club on how to best design, market, and launch their new running program. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Applicable Industries

Education

Applicable Functions

Business Operation

Sales & Marketing

Services

Data Science Services

Challenge

The Westchester Track Club had a vision to establish a profitable, multi-day training program aimed at amateur runners while also providing former East African Olympians the opportunity to apply their skills and knowledge in a post-Olympics world. However, they were unsure of how best to implement the concept, or gauge its potential market value. They needed to determine what should be included in the program, how much it should cost, how they could market to interested runners, and what matters most to them. To help them with this, they consulted with a group of Wharton MBA students.

About Customer

The Westchester Track Club is an organization that had a vision to establish a profitable, multi-day training program aimed at amateur runners while also providing former East African Olympians the opportunity to apply their skills and knowledge in a post-Olympics world. They were unsure of how best to implement the concept, or gauge its potential market value. They needed to determine what should be included in the program, how much it should cost, how they could market to interested runners, and what matters most to them.

Solution

The Wharton students turned to Google Surveys for quick, targeted, reliable, and inexpensive research for optimal proposal design. They targeted over 1000 competitive runners through Google Surveys to test out two separate program concepts and compare results to a well-known, popular benchmark to measure national interest and potential. The survey results provided a high level of detail, accuracy, and analysis, especially given the reasonable price point. Based on the insights from the Google Surveys, the students advised the Westchester Track Club on how to best design, market, and launch their new running program.

Impact #1	Established the target market based on inferred demographics: 25-44 year olds from urban areas with income >$75K/year.
Impact #2	Found a similar rate of interest in the running program to that in a well-established benchmark.
Impact #3	Devised a highly focused marketing strategy based on the target market’s responses.

Impact #1

Established the target market based on inferred demographics: 25-44 year olds from urban areas with income >$75K/year.

Impact #2

Found a similar rate of interest in the running program to that in a well-established benchmark.

Impact #3

Devised a highly focused marketing strategy based on the target market’s responses.

Benefit #1	Targeted over 1000 competitive runners through Google Surveys.

Benefit #1

Targeted over 1000 competitive runners through Google Surveys.

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Overview

Wharton and Google Surveys: Helping Businesses Reach the Finish Line

Operational Impact

Quantitative Benefit