This Case is about MARKET RESEARCH, PRODUCT DEVELOPMENT, STRATEGY
PUBLICATION DATE: March 10, 2014 PRODUCT #: KEL803-HCB-ENGPageWell 2.0 Using Customer Research for Product Development Case Solution
PageWell, an e-reading platform supplier, was preparing to start PageWell 2.0 to the bigger full time MBA student marketplace after a successful trial of PageWell 1.0 in Executive MBA (EMBA) courses at the Kellogg School of Management.
Research had revealed that full time MBA students would be quite interested in using products that enabled electronic accessibility to class contents and across many platforms and that enabled electronic note-taking and storage. To comprehend this user group, Page-Well ran a market research survey of faculty, students, and administrators to gauge their wants, preferences, and prospective interest in the PageWell merchandise.
The analysis revealed that conduct, scenarios, and MBA student use patterns differed from understandings and EMBA pupil demands. PageWell had the job of prioritizing the merchandise demands and recalibrating the marketplace demands file therefore produce a workable product and to more correctly represent student needs.