HUB APARTMENTS MARKETING RESEARCH

University of Wisconsin - Madison housing marketing research project - 2024

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Summary

As part of a five-person team, I conducted a four-month marketing research project focused on understanding student housing preferences and perceptions of a popular apartment building on campus, The Hub Madison. We explored what students value most when choosing housing, the challenges they face when searching for affordable and accessible options, and how The Hub’s amenities and location compare with its higher price point.

Key Points

Conducted primary research through surveys, focus groups, and in-depth interviews to gather insights directly from students.
Analyzed student preferences and perceptions to better understand the factors influencing housing decisions.
Explored the gap between what students want in housing and what they are willing or able to pay.
Designed the presentation's visual theme and layout, using creative direction to create a clean, cohesive, and engaging final deliverable.

Marketing in Practice

Consumer & Audience Research — Gathered insights through surveys, focus groups, and in-depth interviews to better understand student housing preferences and needs

Consumer Behavior Analysis — Examined student attitudes, behaviors, and decision-making factors when choosing housing

Identifying Consumer Insights — Analyzed research findings to uncover trends and key insights that explained what students value most in housing

Visual Storytelling & Presentation Design — Created a clean, cohesive presentation that used visual design to make research findings clear and engaging

Team Collaboration & Project Management — Worked closely with a team of five to manage a four-month research project and bring our findings together into a final presentation