Social Listening Analyst
Request for Proposal for Qualitative Research and Tool Development
For the course
Contemporary PR Research
2022
Responsibilities
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Provide a qualitative research brief to the research agency to address client's concerns and some criteria for the agency to conduct the interviews (Focus Group Discussion)
Achievements
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Earned a High Distinction (80/100)
Project Summary
Problem
Baemin Vietnam is falling behind in market share, only 15%, compared to 41% of GrabFood and ShopeeFood each.
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The brand is facing the challenge of stronger marketing implementations to thrive for market growth.
Research Objectives
RO1: To measure the social engagement level among 25-34 years old Vietnamese citizens from 13 June to 27 June 2022 through a focus group discussion (FGD).
RO2: To identify the level of positive attractiveness towards Baemin among 25-34 years old Vietnamese citizens from 13 June to 27 June 2022 using a FGD.
RO3: To measure how Baemin can be identified among 25-34 years old Vietnamese citizens from 13 June to 27 June 2022 through a FGD.