Market Research Report
By: Fardil Khalidi
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About IDN Media
IDN Media is a media platform company founded on June 2014 that served publications for Millennials and Gen Z in Indonesia by aggregating the news on their app. The vision is to democratize information and give positive impact to society.
Inside IDN Media there are: IDN Times, Popbella, Popmama, GGWP, Fortune Indonesia, Yummy, and many more
Things that I want to discuss is outlined as in follow:
#1 initiate research
#2 Execution
#3 Report
#4 Conclusion
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#1 Initiate Research
Research plan
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Background of the research:��We have owned multiple products/news channels (IDN Times, Popbella, Popmama, Fortune Indonesia, GGWP, etc), I want to know what is the best strategy to grow our user?
Objectives | Achieve the total 100 million active user�Achieve revenue by $100 million |
Timeline | Kickoff: 6 June 2022 (takes 2 weeks/14 days)�Presented: 17 June 2022 |
Deliverables | - Deck containing the visualized data collection - Recommendations to put as the next strategy |
Signals
Initiate Research
Execution
Report
Research plan
methodologies
Quantitative
��Qualitative
Data analysis
Survey
In-depth Interview
Focus Group Discussion
Research Questions
According to last findings, our downloader already achieved 8mn. Why in the last 3 months our page session is decreased up to -20%?
Initiate Research
Execution
Report
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Research plan
Respondent Criteria
| Respondent criteria | Focus Area |
Survey | Downloader user, active since last 3 months | Validating (news quality, news velocity, news trustworthy, engagement, fit to preferences) |
Data analysis | Google analytics, generate data from last 3 months, analyse the funnes | Validating:
|
IDI | Male/female 21 - 45 yo Active user since last 3 months | Formulating theory/hypothesis:
|
FGD | Male/female 21 - 45 yo�Active user since last 3 months, working group & students group |
Initiate Research
Execution
Report
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Research plan
Sample Size
Initiate Research
Execution
Report
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#2 EXECUTION
Questions
Execution
Initiate Research
Report
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| Description | Questions (key points) | Deliverables |
Survey | Share questionnaire via Gform. Delivered with ‘yes/no questions’ & ‘likert scale (1 - 5)’ | Frequence of using the app per week | Skala likert: 1 = never, 2 = 1 - 5 times, 3 = 6 - 10 times, 4 11 - 15 times, 5= 15++ times |
Content quality | Skala likert: 1 = very bad, 2 = bad, 3 = average, 4= good, 5= very good | ||
Relevance content to preference | Skala likert: 1 = very bad, 2 = bad, 3 = average, 4= good, 5= very good | ||
Registration process | Skala likert: 1 = very bad, 2 = bad, 3 = average, 4= good, 5= very good | ||
Comparing to competitor�(other competitor has select preference, and follow # (trends) feature | Skala likert: 1 = very bad, 2 = bad, 3 = average, 4= good, 5= very good | ||
Willing to recommend? | Yes/no questions |
Execution (FGD)
Execution
Initiate Research
Report
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| Description | Questions (key points) about |
FGD | Initiate group discussion of 3 - 7 participants. Discuss with the participants with open question & answer about the key topics | Personal: Daily activities, interest, participant’s goals��Usability: Registration, find the news, easiness of using the app��News:�News category, suit to preferences, velocity, news quality |
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#3 REPORTS
Reports (FGD, total participants: 5)
Report
Initiate Research
Execution
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| Participant 1 | Participant 2 | Participant 3 | Participant 4 | Participant 5 |
Personal�Daily activities, interest, participant’s goals | I don’t like gossip, find upcoming gaming agenda | Love travel, want recommendation of traveling destination | Likely to open app on lunch, get insights of latest business updates | Get tips about women, don;t like politics | Always refer to valid information when discuss with friends, find references for lecture assignment |
Usability�Registration, find the news, easiness of using the app | It’s hard to find related news (follow up news) | Why want to get notification need registration? | Doesn’t satisfy me, because I can’t set my preferences | Want to know whats trending? Can I follow certain hashtags (#) | Takes long process registration |
News �News category, suit to preferences, velocity, news quality | I love gaming, but doesn’t expect to read gossip | Sometimes I feel article is outdated | Can I follow one contributor only? I want to find valuable insights only from him | Please exclude politics news from me. | I love how the journalist present the information, it is neutral. |
Table of insights
Reports (survey, total participant = 383)
Report
Initiate Research
Execution
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Q1. Frequence of using the app pera week
Q2. Content quality
5.
4.
3.
2.
1.
5.
4.
3.
2.
1.
7%
13%
60%
16%
4%
6%
20%
39%
35%
Reports (survey, total participant = 383)
Report
Initiate Research
Execution
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Q3. Relevance content to preference
Q4. Registration process
5.
4.
3.
2.
1.
5.
4.
3.
2.
1.
5%
43%
26%
10%
16%
26%
20%
8%
6%
30%
Reports (survey, total participant = 383)
Report
Initiate Research
Execution
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Q5. Comparing to competitor
Q6. Willing to recommend
5.
4.
3.
2.
1.
21%
33%
15%
11%
20%
Q6. Willing to recommend?
Conclusion
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Will be implemented
Follow up
THANK YOU
Fardil Khalidi
(Product Manager & Startup Enthusiast)
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