Mi Tierra Marketing Research & Recommendations

Marketing Research

Project Overview

A local Mexican restaurant, Mi Tierra located in Amherst Massachussetts, encountered a problem where they were not experiencing a spike in their customers when the college semester started unlike their competitors. My team and I were tasked with researching why Mi Tierra was not experiencing increased customers and provide recommendations to boost customers based on our research.

Contributions

For this project, I was in charge of conducting IDIs (In-depth interviews), analyzing the data and identifying common themes, conducting surveys based on findings from previous research, testing hypothesis, and finally recommending solutions to help solve the lack of increased business during the school year that would work based on our findings.

In order to figure out why Mi Tierra was having an issue attracting new customers during the school year, my team and I used a plethora of research methods to identify the cause. Our methods can be broken up by two main approaches, qualitative and quantitative. For our qualitative data, we focused on asking volunteers questions based on predetermined research objectives through various methods such as in-depth interviews (IDIs). For the quantitative data, we focused on asking volunteers questions through a survey that aimed to support three hypothesis on why Mi Tierra was struggling. After collecting all our data, we then used various research methods to analysis our data through identifying common themes in participants responses and used a series of one sample and independent t-tests to analyze our quantitative data .

The Process

After analyzing our data, we found that the two main reasons students and those who migrated to the area for the school year weren't eating at Mi Tierra was because of two main factors; Mi Tierra was too far away or that they simply didn't know about the restaurant

Towards this end, my team and I made suggestions such as:

Recommendations

Engage with Student Organizations: Establish partnerships and collaborations to enhance brand exposure and connect with a captive audience
Exclusive Discounts and Promotions: Mi Tierra can create tailored promotions and exclusive discounts specifically for members of student organizations and ultimately gain influence
Emphasis on Delivery Services: Mi Tierra should leverage the growing trend of food delivery and capitalize on the significant student population residing on local campuses
Highlighting Public Transportation Options: Public transportation accessibility is a crucial factor for university students, many of whom do not own cars. By highlighting public transporation options, Mi Tierra can attract a broader customer base

The Outcome

Mi Tierra was able to use our research and recommendations in order to improve business and overall exposure to local college students.

Check out the full
research report here

Check out our
presentation here

Want to work together?

If you like what you see and want to work together, get in touch!

noahferreira2001@gmail.com