UNA-USA Chicago (Research, Data, and Insights)
UNA-USA asked to conduct secondary research to identify key questions to be solved by primary research; design and conduct primary research on the business problem: Why doesn’t GenZ` (particularly those between ages 18-26) follow their social media platforms? collect and analyze primary data and derive actionable insights and evidence-based recommendations based on the bus. Conducted a situational analysis, and survey development,
Findings showed that social development had the highest-ranking mean for importance amongst participants, and social media and email are the most used sources of news information
“Gaining practical experience”, and “Doing something worthwhile” are most impactful for people to volunteer and follow UNA Chicago. These insights can help UNA with its marketing strategy and appeal to a wider target audience.