Course Project Summary (30 points)

Due by Saturday March 28th

You are to submit a summary presenting your choice of a product, organization, or a service that has used the insights derived from research to drive a growth strategy. During succeeding modules/weeks, you will then research your choice, thoroughly connecting a particular type(s) of research to insight and then action on the part of the organization/product/service selected.

For example, you might choose the organization that employs you, if it has used research and analysis of the market effectively, or a consumer goods company that has revitalized its products and industry with insights derived from research (Dove, for example, comes to mind—but you may choose any product that has had clear insights generated through research), etc.

To complete this assignment your summary should resemble a traditional APA paper with a cover page, headings and page numbers. You should open your paper with a one paragraph introduction arguing your compaign and research justification.
Each section of your paper should use the four topics below and must include at least 4 paragraphs (and a minimum of 2 articles justifying each topic) for each section below.

A reference page is required and intext citations should be evident (which should have at least 8 references that include the articles that were used) :

1. Chosen organization/product/service. Explain the challenge facing your choice, the role that research played in generating an insight(s) to meet that challenge, and resulting success (we want to write about successes here. That gives us the most insight from this paper). **
4 paragraphs (and a minimum of 2 articles justifying each topic)

2. Research. What kind(s) of research was undertaken? What were the results? How did the insights derived produce the foundation for a creative communication campaign, and—if appropriate—the revamping of both the product/organization/service and the message to the market? **
4 paragraphs (and a minimum of 2 articles justifying each topic)

3. Consumer Insight. How did this research provide a greater and more unique understanding of the users and potential users of this product? How did this then shape subsequent action? *
4 paragraphs (and a minimum of 2 articles justifying each topic)

4. Result. What were the specific results over what period of time. For example, was market share increased, and by how much? Was more product sold? How many more members did that megachurch put in the seats? How many souls saved, units sold of that new brand of chocolate milk, etc. *
4 paragraphs (and a minimum of 2 articles justifying each topic)