Fun Night Finder is a group project I did during my Masters in Marketing for the Market Research Project. The project brief was to create the concept for an app targeted at students. We had to conduct surveys, interview the target audience, research the market and based on the findings, create a marketing plan and an infographic. 

Through qualitative and quantitative research, we wanted to create an app that helps you to plan an enjoyable night out, but one that is simple to use and much more streamlined. User research was undertaken via qualitative face-to-face in-depth-interviews and via a survey that was distributed to friends/family via online platforms such as WhatsApp/Facebook/Instagram.

Qualitative Findings: Eight interviews were conducted, with both genders and people of different ages. It was determined that this would be the most effective method in determining people’s individual preferences when it comes to planning their night out and would allow for more in-depth answers. Our findings summarised were:

Quantitative Findings: A survey consisting of sixteen questions was carried out and analysed by myself and my team-mate using SPSS. Participants were asked about their idea of an ideal night out, what they like or dislike in terms of venues and whether this app would be valuable to them. 118 responses were received out of which 44.94% were aged 18-24. There were 29% males and 71% females. 

The analysis proved that the most students aged 18-24, both male and female found this app useful for themselves to use. This streamlined the demographics of the respondents, which gave a clear picture on who the target consumers are for the app. Out of those who would be likely to use the app, 52% were students, thus students aged 18-24 are the target market of this study.  

Through the research conducted, it was discovered that the following features were what most respondents would like to see for planning their night out – reviews, recommendations, nearby food, cash machine points and local taxi numbers. In order to create a streamlined app which appeals to our market of 18-24 year olds. 

- We would suggest partnering with businesses such as local pubs/bars/clubs that are included within our app in order to build mutually beneficial relationships by providing the stage for pubs to promote their events. 

- Potential partnerships with student brands such as Unidays 

Infographic: Finally, we were supposed to be present our findings via a A1 sized infographic that was then viewed by the entire Marketing Department at Strathclyde. 

I was the only designer in my group, so I compiled the findings and created the infographic. I always enjoy a challenge, and here presenting loads of information in the most concise manner pushed me to do the best I can. I kept taking feedback from my peers and we, together decided on the colours and layout. 

This entire project for me was eye-opening and really helped me realise how beautifully marketing and design come together. I also started gaining a better understanding of how working on a user experience project would be and my interest in the field ignited further.

Overall, we received and a first and great feedback and our infographic was known to be one of the best in the class.