A2 – RESEARCH TO GENERATE IDEAS FOR A MEDIA PRODUCT OR

SERVICE
I am undertaking research to generate ideas in order to see if there are any related
products or services that are related to the service that I am making.
RESEARCH TO ESTABLISH THE WHO, WHAT, WHY, WHERE?
WHO: My target audience is aimed towards young adults between the ages 15 to
25-year old’s. The reason why I aim it towards young adults is because people
apart of the younger generation are most likely to use my service because they are
fonder of using social media and the internet to solve any inquiries they have.
People in the older generation are most likely to book an appointment with their
doctor or GP to get a professional opinion on their issue. Anyone in the older
generation are likely to use my service as a backup alternative because they're
unable to get in contact with their doctor or a GP.
WHAT: My service is a website that will be used to help people determine their
symptoms and give them a solution or diagnosis with any health-related concerns
or issues. I am aiming to help people feel as ease with any problems they may be
experiencing.
WHY: The reason why I am creating this service is because I personally feel that
using the internet to help solve health related dilemmas is scary and can make
people feel very uncomfortable. Past experiences have also weighed in why I have
decided to take an approach in doing this specific service. I want to be able to
make people feel as ease no matter what they may be facing and help overcome
their dilemma by giving professional and information that they can use to take the
next precautionary steps.
WHERE: My service will be based on the internet as a website.
Establishing my who, what, why, where and building up on research is by using a
survey. Using a survey is best suited to acquire the information that I want to find
out and help keep all my information digitally stored.
PRIMARY RESEARCH - I am currently creating a survey to collect information
and build my knowledge about existing products and experiences with these
existing products surrounding the service topic that I have decided to explore.

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My survey is short and simple and will comply of 5 questions that will help me
know whether I should fully invest my time and resources into creating a service if
it will not be successful or useful towards to my target audience.

*1/10/19* - I carried out a different survey using google forms instead of Zoho
surveys and instead of asking 5 questions I asked 9 questions. It was much easier
for me to carry out my research with a google form survey because it is more
accessible to everyone that I sent my survey to. Using google forms also helped to
formulate all the answers for each question into a pie chart and put a percentage on
each sectioned part of the pie chart to clearly see majority of people who have
answered my survey.

This question is a standard question that is asked in any survey or questionnaire but
is a very important one.

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This question is useful because it helps to establish who your target audience is
more aimed towards depending on those who decided to do the survey. People
doing the survey show that they have an interest in the topic and want to give their
opinion on the matter and issues involved. It helps to narrow down your target
audience to a specific group depending on the age group. This also an advantage
on how to advertise my service and how I should make it look if I am attracting a
younger audience.

This question is also a standard question but still holds importance. This question
is helpful just like asking how old someone is. Asking for gender establishes who
is more likely to use my service out of males and females. According to my
responses, more females answered took part in this survey. If most of my audience
is females that means I will need to think of way to make my service more sensible
and suited to females.

80% of people who answered this question said that they have used to the internet
in past situations to help with issues that was troubling them and by searching for a
solution they were just uncomfortable and taken back by the results that they got.
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The whole point of my service is that people no longer need to feel like this and
can leave with a piece of mind that they are going to be alright instead of thinking
they have a serious illness. Sometimes there are cases where you could have a
serious illness but using the internet will not help to determine this.

80% of people have said they want to receive practical information on health-
related concerns and 20% have said maybe. This means the 20% wouldn’t mind
testing a new service that helps with health-related concerns and using information
the provided to solve the issue.

DEMOGRAPHIC PROFILE

 AGE: 15-25
 GENDER: MALE AND FEMALE
 ETHNICITY: ALL
 MARITAL STATUS: ANY
 EDUCATION: A LEVELS OR ABOVE
 INCOME: LIVING WITH PARENTS OR CAREERS, £10,000 AND ABOVE

CONSUMER RESEARCH – More analysis on consumer research will be

continued with the secondary research to fully understand what my consumers are
looking for by analysing existing services and see what I can do to change any
negative patterns that keep occurring with existing services. Before we start with
secondary research, we can discuss how I have used my survey to aid my
consumer research. There are three questions that are significant for my consumer
research and it is the top three questions I have looked above.

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These three questions are important because it is a starting point to know exactly
who I am aiming my product to, why am I aiming my product towards this specific
group and what do they want or need me do in my service.

PSYCHOGRAPHIC PROFILE:

 I think my consumers will like my service because to show their initial

interest they decided to do my survey. They will like it because I have
something different to offer compared to existing services. My consumers
will like it because they are keen to know that there is a service out there that
gives out genuine advice and ways in which they can battle certain obstacles
then seem troubling

SECONDARY RESEARCH - I have done related searches to see if any results

came up relating to the health idea I have for my service. I have not looked at any
newspapers and magazines to look for any articles regarding to how any health
issues can be resolved, any services or apps that can help to do that. I did decide to
take my searches to the app store to see what results would come up for IOS users
and google play to see what searches would come up for android users. I found
more searches relating to my topic on the app store and google play store than I did
on the internet. I discovered this by typing in and searching ‘symptoms. At first, I
tried searching ‘health’, but the searches consisted of health that linked towards
fitness.

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The most successful app out of all the searches and first result is ‘Ada’.

Ada is an app that is available for both IOS and android that is used by users to
determine and resolve any issues that they’re experiencing with their state of
health. In order to resolve your dilemma, you must answer a series of questions so
that the algorithm can determine what the source of the issue is coming from and
the steps to take to ensure your problem goes away. Ada has a strong reputation of
solving anything that is bothering you by giving you an accurate diagnosis and is
free to use, no interruptions with constant ads and is easy to use.
Most of the reviews consist of users saying Ada is very accurate with their
diagnosis and even comes up with diagnosis that doctors and nurses haven't even
heard of. Overall this app is the most dominant and substantial app/service that is
related to my health topic, but I have noticed that there are some users that think
that there could be improvements.
One user suggested that Ada should be able to allow users to take pictures of the
areas that are troubling them, so that Ada can know exactly where the pain is
coming from. Another user also suggested that Ada should add a feature that
allows you to speak to other users who have used the application that have had
similar concerns to them so that you can ask their opinions on steps and
precautions you should take. The answers that you can give are quite restricted to a
simple yes, no or maybe. A user also suggests that Ada should give you the option
to type out answers specifically for you because the suggested answers given can
be too basic.

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I am hoping to take these slight flaws and turn them into strengths for my service.
A solution to the photo upload issue that will be used for my service is to allow
users to personally send an email with a photo attached and a brief description of
what the issue is. To solve the conversation issue, I will be adding a chat group on
the website or Q&A section so that other users can ask and answer questions
between themselves to help each other out.
I downloaded the app to see how the user experience is and it is simple to use and
helps to get started on a diagnosis quick. The colour scheme used for the app is
simple. I intend to do the same thing with my service so that my consumers aren’t
taken back by bright colours that are not needed. Using bright and vibrant colours
is atheistically pleasing but isn’t needed for my service.
A second app that follows on from Ada is Babylon: NHS Doctors & Advice.

Just like Ada, Babylon is an app available for both IOS and android users that
allows you to check your symptoms and talk about what is troubling you. Unlike
Ada, Babylon gives you the option to book appointments with qualified doctors
and specialists.
There are a lot of reviews which consist of positive and negative feedback. There is
a group of people who have said that booking an appointment has been very
convenient for them and stress free.

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Past experiences with booking appointments has never been easy and allows leaves
with unresolved issues that never get seen to. There is no hassle with having to
worry about booking appointments in advance or at very early hours. Although,
there is also a group a people who don’t seem fond on the appointment booking
system that Babylon has to offer. Someone who downloaded the app and tried
using the booking service had an awful experience. The user didn’t feel as though
they were a priority or deemed important to have their issue thoroughly seen to and
examined even though they repeatedly expressed their concerns and suggestions.
The way in which I would overcome this problem to use for my website is to use a
separate service that is specifically used to book appointments. There will be a tab
on the website that says ‘Booking’ and there will be a link that is used to book
appointments and people can choose a time and date that is suitable to them.
There will also be a description box which will be used for people to write the
reason why they need to see a doctor so that a certain doctor will be selected for
everyone’s personal reason. Although this app has its faults, I admire the app
because it gives out professional advice which is something that I aim to.
The next app that is in the top three is Ask NHS.

This application is also available for IOS and android devices. The overall use for
the app is to talk through your symptoms with a virtual health assistant, Olivia.
Looking at the reviews, most of the negative ones is about the app has a lagging
issue and there are issues with accessibility with some of the options.
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Users have also found that the virtual assistant doesn’t seem to be helping at all
and keep asking unnecessary and repetitive questions. One user has even
mentioned that it seems to be a risk to patients' health because incorrect
information is given.
The whole basis of my service is to avoid giving false information and to refrain
from doing this I will not be using a virtual assistant.
MARKET RESRCH – My secondary research helped aid my market research to
know what my consumers want and need.
I wouldn’t consider this a gap in the market because this idea has been tested and
put out there by multiple people, but there is room for a lot of developments, and I
am very sure that I can be the person that can make a service that has all these
improvements covered.
I will be creating a website because accessing and using a website can be relatively
easier than using aN app. Using an app comes with faultier and unresponsive
issues. A website is more straightforward in terms of its use. Consumers need a
service that will always be responsive and using a website can help achieve this.
My survey will help determine any missing key factors with health symptom apps
and services that I can implement into my service.

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 A3 – ENTERPRISE SKILLS FOR GENERATING IDEAS
RECORDING FOR APPLICATION AND DEVELOPMENT OF ENTERPRISE
SKILLS:
 Visual, mind map - I have used a mind map to visually see my train of
thought and the questions that mostly covers ideas for my consumer and
market research.

 Written, notes - I have thought of new questions that will useful to add to my
survey that can help adapt my website. These specific questions will help
determine what I need to look out for when developing my websites and
make sure my audience doesn’t experience the same issues they have before
with health-related services.

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 Creative skills for initiating ideas for products or services
On my website, I will also have issues relating to skin and skincare. All my
topics will have individual pages and links to doctors who are available 24/7 if
someone is looking for extra help and guidance. If it is skin related topics, there
will be links to websites that supply a certain skin care product, depending on
what the skin related issue is. I also created a mind map to use note down my
questions and work out I will resolve them.
 Applying research skills.
I will be doing a significant amount of research to make sure that the
information that I will be providing is based on facts and is concrete. I need to
show that anything I provide has support by several people and has been to
right or for skin related stuff, have concrete evidence that supports that any
product that I list will work.
 Changing ideas in response to research.
*23/09/19* Depending on the feedback I receive from my questionnaire and
one on one talks will shape how my service will be done. *09/10/19* I had a
one on one talk to see if my branding was good. My feedback was that the
brand name was bland and did not stand out. I took this constructive criticism
and immediately changed the name of my service. It was suggested that I look
at the thesaurus online and look at the words that relate the health. Out of all the
suggestions that I was looking at, one word struck out the most which was,
Euphoria. The reason why I chose to use this word out of all the others is
because the word itself sounds optimistic and exciting. The definition of the
word means ‘a state of intense happiness and self-confidence' which is what I
want my consumers to feel after using my service to figure out their dilemma,
regardless of the outcome.

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Enterprise Skills
 Working independently - Throughout my entire research portfolio I have
worked independently and conducted my own research in order to gain an
understanding and knowledge of services related to my topic. No one to
participated with my research because all the information that I use needs to
come from a reliable source that I can verify to make sure all the information
I use is sensible and factual.
 Applying self-motivation to perform tasks - Performing tasks were quite
straightforward and didn’t require motivation to keep me going. The tasks
that I performed was researching existing services and specifically talking
about the top services that I found.
 Self-evaluating ability to meet demands – No demands needed to be met
because I didn’t need to go to extra lengths to conduct my research portfolio.
 Working with others, delegating, compromising - I received feedback
about my branding. The feedback that I was given was acknowledged and I
made changes to my branding due to this feedback. This advice has really
helped my service seem more professional and interesting.
 Applying communication, interpersonal, written communication skills -
The communication that I applied to my portfolio was putting together a
survey. The survey is a part of applying communication because I needed
feedback from people to help with consumer and market research.
 Problem solving - I didn’t come across any problems when putting research
portfolio.

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