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Rushali

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Rushali

About

Case Studies

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Psychology

Resume

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Discovering Archetypes and Perceptions of the Integrated MBA+DBA Programme and Their Opinions on Competitiors.

Survey . Indepth interview . Concept test . Archetypes . Moderated . Unmoderated

About Company

UpGrad - started in 2015, is a pioneer in the online education revolution. It is one of the few Integrated LifeLongLearning Tech Companies in the world, spanning the college learner to the working professional from the age group of 18 to 55+ years and across undergrad courses, campus & job-linked programs, studying abroad, short form to executive programs to Degrees, Master's and Doctoral.

Duration

1 month

Role

Lead User Researcher

Team

1 more UX Researcher, 1 Product Manager, 1 Note-taker Intern, 2 Client’s Team, 1 Participant Recruiter

Key tools

Google Forms, Sheets, Docs & Meet, Cogno AI, UserStudy, Grain, Notion

Background

Upgrad is trying to introduce a new online degree by tying it up with a US college. This course is an integrated MBA+DBA program for people who are thinking of doing an online degree with their full-time job. However, the team does not have an idea to target type of customers. They want help to know the detailed personas of the customers who would be interested in this course.

Day 1 - 3

Research Planning & Interview Script

Research Objective

Understand the perception and opinion of the new integrated program (MBA+DBA)

Understand the perception and opinion of the new integrated program (MBA+DBA)

Understand the perception and opinion of the new integrated program (MBA+DBA)

Identify archetypes of individuals: (demography, profile, work experience, aspirations, inhibitions, etc.) who can be the target persona for this course

Identify archetypes of individuals: (demography, profile, work experience, aspirations, inhibitions, etc.) who can be the target persona for this course

Identify archetypes of individuals: (demography, profile, work experience, aspirations, inhibitions, etc.) who can be the target persona for this course

Which competitors are they considering if any and what do they like/dislike about them?

Which competitors are they considering if any and what do they like/dislike about them?

Which competitors are they considering if any and what do they like/dislike about them?

Research Methodology

A mixed method(survey+user interviews) has been chosen for this study to get deeper insights.

A mixed method(survey+user interviews) has been chosen for this study to get deeper insights.

A mixed method(survey+user interviews) has been chosen for this study to get deeper insights.

Online unmoderated survey has been chosen to get insights on profile,demographics,triggers,drivers and blockers.

Online unmoderated survey has been chosen to get insights on profile,demographics,triggers,drivers and blockers.

Online unmoderated survey has been chosen to get insights on profile,demographics,triggers,drivers and blockers.

User interview with moderated approach as the second part of the project has been chosen to understand user’s opinions about the MBA+DBA course in depth.

User interview with moderated approach as the second part of the project has been chosen to understand user’s opinions about the MBA+DBA course in depth.

User interview with moderated approach as the second part of the project has been chosen to understand user’s opinions about the MBA+DBA course in depth.

User interview with moderated approach as the second part of the project has been chosen to understand user’s opinions about the MBA+DBA course in depth.

User interview with moderated approach as the second part of the project has been chosen to understand user’s opinions about the MBA+DBA course in depth.

User interview with moderated approach as the second part of the project has been chosen to understand user’s opinions about the MBA+DBA course in depth.

100 survey responses were collected and conducted 18 sessions of 1:1 in-depth interviews.

100 survey responses were collected and conducted 18 sessions of 1:1 in-depth interviews.

100 survey responses were collected and conducted 18 sessions of 1:1 in-depth interviews.

Note-taking was done side by side during the interview to make the transcripts and session notes readily available after end of each sessions.

Note-taking was done side by side during the interview to make the transcripts and session notes readily available after end of each sessions.

Note-taking was done side by side during the interview to make the transcripts and session notes readily available after end of each sessions.

Day 4 - 6

Participant Recruiting & Scheduling

Target participants

No.of participants: 100 users for survey and 18 users for 1:1 interview for 60mins

No.of participants: 100 users for survey and 18 users for 1:1 interview for 60mins

No.of participants: 100 users for survey and 18 users for 1:1 interview for 60mins

Age: A1: 25-30, A2: 31-40, A3: 41-50

Age: A1: 25-30, A2: 31-40, A3: 41-50

Age: A1: 25-30, A2: 31-40, A3: 41-50

Gender: Male and Female

Gender: Male and Female

Gender: Male and Female

Location: US, Canada, and Singapore

Location: US, Canada, and Singapore

Location: US, Canada, and Singapore

Occupation: Salaried

Occupation: Salaried

Occupation: Salaried

Language: English

Language: English

Language: English

Education: Graduate/pursuing degree program or masters

Education: Graduate/pursuing degree program or masters

Education: Graduate/pursuing degree program or masters

Behaviour: Considering MBA for professional growth

Behaviour: Considering MBA for professional growth

Behaviour: Considering MBA for professional growth

Participant Recruitment Process

This particular recruitment was different from the traditional approach. We had to recruit participants from abroad with very specific criteria.

This particular recruitment was different from the traditional approach. We had to recruit participants from abroad with very specific criteria.

This particular recruitment was different from the traditional approach. We had to recruit participants from abroad with very specific criteria.

As we can see the target audience was a little difficult to find, what we did was started posting the Pollfish survey to different social media groups which were publicly open to all across the world.

As we can see the target audience was a little difficult to find, what we did was started posting the Pollfish survey to different social media groups which were publicly open to all across the world.

As we can see the target audience was a little difficult to find, what we did was started posting the Pollfish survey to different social media groups which were publicly open to all across the world.

For closed social media groups, we had to approach different admins of the social media group informing them about our study and how it could also benefit their researcher members.

For closed social media groups, we had to approach different admins of the social media group informing them about our study and how it could also benefit their researcher members.

For closed social media groups, we had to approach different admins of the social media group informing them about our study and how it could also benefit their researcher members.

Once they approved I posted the link and received approx 47 worldwide participants. They were sent a Calendly link to book their slots and before the interview, I was sending them reminder emails to eliminate the drop-off rates.

Once they approved I posted the link and received approx 47 worldwide participants. They were sent a Calendly link to book their slots and before the interview, I was sending them reminder emails to eliminate the drop-off rates.

Once they approved I posted the link and received approx 47 worldwide participants. They were sent a Calendly link to book their slots and before the interview, I was sending them reminder emails to eliminate the drop-off rates.

Day 4 - 6

Interview Script

Contents of the interview script

User Interview: Starting with welcoming the participant, introducing our organization, and briefing them on the structure of the whole interview. Asking for permission to record the meeting and making sure that their information is confidential.

User Interview: Starting with welcoming the participant, introducing our organization, and briefing them on the structure of the whole interview. Asking for permission to record the meeting and making sure that their information is confidential.

User Interview: Starting with welcoming the participant, introducing our organization, and briefing them on the structure of the whole interview. Asking for permission to record the meeting and making sure that their information is confidential.

Moving onto asking some introductory questions about their demographics to build rapport.

Moving onto asking some introductory questions about their demographics to build rapport.

Moving onto asking some introductory questions about their demographics to build rapport.

Digging deep into their experience with online courses, MBA related questions, preference based questions for MBA.

Digging deep into their experience with online courses, MBA related questions, preference based questions for MBA.

Digging deep into their experience with online courses, MBA related questions, preference based questions for MBA.

Lastly, coming into scenario based open ended questions where we introduced them to the integrated MBA+DBA course. Asking about their perception and opinion on it with improvements and feedbacks

Lastly, coming into scenario based open ended questions where we introduced them to the integrated MBA+DBA course. Asking about their perception and opinion on it with improvements and feedbacks

Lastly, coming into scenario based open ended questions where we introduced them to the integrated MBA+DBA course. Asking about their perception and opinion on it with improvements and feedbacks

Survey: The form started with the participants filling out demographic details.

Survey: The form started with the participants filling out demographic details.

Survey: The form started with the participants filling out demographic details.

Moving to knowing what type of online courses they have done or looking where to do online MBA

Moving to knowing what type of online courses they have done or looking where to do online MBA

Moving to knowing what type of online courses they have done or looking where to do online MBA

Knowing more about online MBA expectation: duration,fee,websites

Knowing more about online MBA expectation: duration,fee,websites

Knowing more about online MBA expectation: duration,fee,websites

Lastly, show them about the integrated MBA+DBA course and getting their feedbacks and suggestions.

Lastly, show them about the integrated MBA+DBA course and getting their feedbacks and suggestions.

Lastly, show them about the integrated MBA+DBA course and getting their feedbacks and suggestions.

Day 4 - 6

Synthesis, Analysis & Insights

Analysis and Synthesis Process

User Interview: All the interviews were recorded on grain for later access, transcription, and cutting of video evidence.

User Interview: All the interviews were recorded on grain for later access, transcription, and cutting of video evidence.

User Interview: All the interviews were recorded on grain for later access, transcription, and cutting of video evidence.

While the interview was going on, we included a team member from client’s side to observe the session and ask any follow up questions in the end.

While the interview was going on, we included a team member from client’s side to observe the session and ask any follow up questions in the end.

While the interview was going on, we included a team member from client’s side to observe the session and ask any follow up questions in the end.

At end of every interview, me and my team used to debrief for 30mins about the session. Pull out pain and gain points,create themes and patterns, and cut video evidence for synthesis.

At end of every interview, me and my team used to debrief for 30mins about the session. Pull out pain and gain points,create themes and patterns, and cut video evidence for synthesis.

At end of every interview, me and my team used to debrief for 30mins about the session. Pull out pain and gain points,create themes and patterns, and cut video evidence for synthesis.

Once the rough note taking sheet is done after finishing the interview. We used to jot down all the points and evidence from debriefs to create synthesis.

Once the rough note taking sheet is done after finishing the interview. We used to jot down all the points and evidence from debriefs to create synthesis.

Once the rough note taking sheet is done after finishing the interview. We used to jot down all the points and evidence from debriefs to create synthesis.

Survey: Once we have all 100 people’s response to the survey. We started coding responses into themes with the themes of user interview to pull out any commonalities.

Survey: Once we have all 100 people’s response to the survey. We started coding responses into themes with the themes of user interview to pull out any commonalities.

Survey: Once we have all 100 people’s response to the survey. We started coding responses into themes with the themes of user interview to pull out any commonalities.

We had coded and put values on all the responses to each of the questions to later run the data in quantitative and statistical format.

We had coded and put values on all the responses to each of the questions to later run the data in quantitative and statistical format.

We had coded and put values on all the responses to each of the questions to later run the data in quantitative and statistical format.

Lastly, we started merging common insights from interviews and survey together to give an idea about qualitative and quantitative response.

Lastly, we started merging common insights from interviews and survey together to give an idea about qualitative and quantitative response.

Lastly, we started merging common insights from interviews and survey together to give an idea about qualitative and quantitative response.

Outcomes/Key insights

The career transitioner: went from international relations to software testing. Wants to start MBA and run her own company. Liked the DBA course and thought it holds high standard in industry. Expects flexible payment options,hybrid and fee to be under 50K USD.

The career transitioner: went from international relations to software testing. Wants to start MBA and run her own company. Liked the DBA course and thought it holds high standard in industry. Expects flexible payment options,hybrid and fee to be under 50K USD.

The career transitioner: went from international relations to software testing. Wants to start MBA and run her own company. Liked the DBA course and thought it holds high standard in industry. Expects flexible payment options,hybrid and fee to be under 50K USD.

The challenge seeker: Wants to take up new challenges at work to break from the monotonous job. Would research the DBA course further to see the program quality and money to take it uo is reasonable. Prefers Recognition and hybrid mode to also mange his work schedule.

The challenge seeker: Wants to take up new challenges at work to break from the monotonous job. Would research the DBA course further to see the program quality and money to take it uo is reasonable. Prefers Recognition and hybrid mode to also mange his work schedule.

The challenge seeker: Wants to take up new challenges at work to break from the monotonous job. Would research the DBA course further to see the program quality and money to take it uo is reasonable. Prefers Recognition and hybrid mode to also mange his work schedule.

The Career Climber: Ambitious and wants to move up in government. Wants to work while getting higher education. Prefers recognised institutes in Canada as employers do not reimburse courses from foreign institutes. Prefers complete online course as she will keep working.

The Career Climber: Ambitious and wants to move up in government. Wants to work while getting higher education. Prefers recognised institutes in Canada as employers do not reimburse courses from foreign institutes. Prefers complete online course as she will keep working.

The Career Climber: Ambitious and wants to move up in government. Wants to work while getting higher education. Prefers recognised institutes in Canada as employers do not reimburse courses from foreign institutes. Prefers complete online course as she will keep working.

42% people are aware of the DBA program,comparetively lesses in Canada.

42% people are aware of the DBA program,comparetively lesses in Canada.

42% people are aware of the DBA program,comparetively lesses in Canada.

Age range of 25-34 showed interested in doing DBA+MBA course.

Age range of 25-34 showed interested in doing DBA+MBA course.

Age range of 25-34 showed interested in doing DBA+MBA course.

Managers from mid income range are more inclined in this course to expect increase in their salary and transition into different industry.

Managers from mid income range are more inclined in this course to expect increase in their salary and transition into different industry.

Managers from mid income range are more inclined in this course to expect increase in their salary and transition into different industry.

Day 4 - 6

Report Submission, Correction and Presentation

Recommendations/Suggestions

A school that has “brand” recognition like Harvard,Singapore university makes stand out among people.

A school that has “brand” recognition like Harvard,Singapore university makes stand out among people.

A school that has “brand” recognition like Harvard,Singapore university makes stand out among people.

“Accreditation” influences people’s decision heavily as they are going to put their degree in their resume.

“Accreditation” influences people’s decision heavily as they are going to put their degree in their resume.

“Accreditation” influences people’s decision heavily as they are going to put their degree in their resume.

People prefer schools where they have known "aquintanciens”took the course or completed to get a sense of trust.

People prefer schools where they have known "aquintanciens”took the course or completed to get a sense of trust.

People prefer schools where they have known "aquintanciens”took the course or completed to get a sense of trust.

Finances are definitely a concern, as the “cost of programs” in US are astronomical.

Finances are definitely a concern, as the “cost of programs” in US are astronomical.

Finances are definitely a concern, as the “cost of programs” in US are astronomical.

Challenges faced and how we overcame

The language was one of the challenges that I had to face with participants, particularly from the Singapore who has a a very different thick accent. After the first interview, it was quite evident that I was having trouble understanding their accent.

The language was one of the challenges that I had to face with participants, particularly from the Singapore who has a a very different thick accent. After the first interview, it was quite evident that I was having trouble understanding their accent.

The language was one of the challenges that I had to face with participants, particularly from the Singapore who has a a very different thick accent. After the first interview, it was quite evident that I was having trouble understanding their accent.

One of the solutions that I could come up with was to turn on the subtitles in google meet and read the translation on grain thoroughly. This is where my background in psychology helped a lot where I was continuously reading the participant’s behaviour, expressions,non verbal clues and their gestures.

One of the solutions that I could come up with was to turn on the subtitles in google meet and read the translation on grain thoroughly. This is where my background in psychology helped a lot where I was continuously reading the participant’s behaviour, expressions,non verbal clues and their gestures.

One of the solutions that I could come up with was to turn on the subtitles in google meet and read the translation on grain thoroughly. This is where my background in psychology helped a lot where I was continuously reading the participant’s behaviour, expressions,non verbal clues and their gestures.

There were quite a fe drops in the sessions due to moderators and participant’s time difference. Which we later started giving them Calendly link in case they want to reschedule.

There were quite a fe drops in the sessions due to moderators and participant’s time difference. Which we later started giving them Calendly link in case they want to reschedule.

There were quite a fe drops in the sessions due to moderators and participant’s time difference. Which we later started giving them Calendly link in case they want to reschedule.

Deliverables

Research Plan

Research Plan

Research Plan

Participants demographics

Participants demographics

Participants demographics

Full participants video

Full participants video

Full participants video

Thematic, traffic light analysis and synthesis sheet

Thematic, traffic light analysis and synthesis sheet

Thematic, traffic light analysis and synthesis sheet

Insight and recommendation notion report

Insight and recommendation notion report

Insight and recommendation notion report

Quantitative analysis from all 40 participants

Quantitative analysis from all 40 participants

Quantitative analysis from all 40 participants

Interview script with tasks

Interview script with tasks

Interview script with tasks

Video evidence of the insights

Video evidence of the insights

Video evidence of the insights