Consumer Behaviour Analysis: Understanding User Motivations and Barriers

Case insights

  • Location

    United Kingdom

  • Open to

    3 Student

Description

Introduction

Experiential Academy is an edtech startup that has recently launched a platform connecting management students with small and medium-sized enterprises (SMEs) to collaborate on real-world business projects. Through the platform, students gain practical experience by working with businesses on research, planning, and strategic projects, while SMEs benefit from fresh perspectives and innovative ideas.

However, like many multi-sided platforms, Experiential Academy faces a unique challenge: achieving balanced growth in both user segments—management students and SMEs. The platform’s success relies on having an active user base of both students and businesses, as only their interaction creates value for each side.

Project Brief:
Analyse the motivations, needs, and barriers for both students and SMEs in joining Experiential Academy. Use this insight to recommend user-centric improvements to the platform’s offerings, onboarding processes, and user experience to enhance acquisition and retention.

Objectives:

  • Conduct a qualitative and quantitative analysis of potential motivations and barriers from both user segments
  • Identify psychological factors and preferences that drive user engagement on multi-sided platforms
  • Suggest improvements to onboarding, user experience, and product features based on user behaviour analysis

Outcome:

  • A consumer behaviour analysis report highlighting motivations and barriers for both students and SMEs
  • User personas for each segment, detailing characteristics, needs, and key drivers of engagement
  • Recommendations for onboarding strategies and communication tailored to user insights.

The following frameworks and data sources might be relevant to your project:


Literature Review on Multi-Sided Platforms (MSPs): Use research on MSPs to understand common issues in user acquisition and retention, especially for platforms connecting learners with businesses (e.g., insights from Parker, Van Alstyne, & Choudary’s work on platform ecosystems).

Frameworks:

Jobs to Be Done (JTBD) framework can help you identify what each user segment seeks to accomplish by joining the platform. For instance:

  • SMEs: Access to affordable insights, fresh perspectives, and specific project expertise
  • Students: Skill development, resume building, networking, practical experience

Technology Acceptance Model (TAM) and Diffusion of Innovation

Potential Data Sources:

As a student, one of the best data sources for you could be Surveying other management students. Compared to any other secondary data sources, surveys in this project can massively enhance the quality of your work. Owing to the ease of access, it can be done with minimum effort. Additionally, the following data sources might be useful:

  1. Market Research Reports & Industry Data:
    • Statista: Industry trends, digital marketing data, and market segmentation insights
    • IBISWorld: Reports on edtech and SME sectors to understand growth and market dynamics
    • Eurostat
    • Consulting Firm Reports (McKinsey, BCG): Insights on education, SMEs, and digital marketing strategies
  2. Government & Educational Data:
    • OECD: Global education and workforce readiness data
    • National Education Statistics (e.g., U.S. Bureau of Labor Statistics, UK Office for National Statistics): Data on student demographics, employment outcomes, and SME growth

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