This assignment consists of two parts, both due at the same time.
Part 1: Paper
The paper must be 10–14 pages and describe the successful use of research to derive insight which, in turn, created a successful approach to the market, whether for-profit or non-profit. Do not just copy and paste paragraphs from the Summary into the Project Paper. The sections and format you are to use for this paper follow.
USE THE SECTIONS BELOW AS THE SECTIONS FOR YOUR PAPER.
Introduction
Briefly summarize the organization, the research, the insight, and application.
Environment
Describe the context in which your choice increased share of the market/awareness/sales, etc. Was there competition? How did the insights derived from research provide your choice with a unique approach to the market? Increase sales? What are the elements that the organization had to put together in order to use the insights generated through research and analysis? Who were the competitors?
Research and Insight
What was the research? How was it formulated, and what were the methodologies used? Why were these research approaches chosen? How did this particular type of research provide actionable data and information?
Video
Describe the promotional video you have created that connects to an insight derived from the research. How did you come up with the creative approach for the video? What were the key insights you derived from the research to insight to market process?
Conclusion
A course that is worth the investment leaves you with something you can later use. What is the take-away for you, personally, from this assignment? What have you learned that you can use in your career or, for that matter, your life?
Part 2: Video
Write and create a 30-second to 2-minute promotional video that creatively illustrates the birth of the insight that your subject used as the foundation of its remake. How did the research and insight lead to success? The viewer should be able to answer just that question by the end of the video. What matters in this video is not so much the production values—which can be rough, as this is not a course in video production—but its coherence and illustration of bringing an insight from research to market. Do NOT just video yourself talking about your paper.
As you work on that Final Project, please keep the following in mind:
· “They”, “Them”, and “Their” should not be used to refer to a company. These words refer to people and, when you flip back and forth between people and companies in your writing, it can get pretty confusing. Companies are an “it”.
· Follow APA formatting. You need to be consistent in your use of font (check your headers), centering the title on the first page, providing page or paragraph numbers for direct quotes, using a block quote format whenever you have long quotes, do not speak in the first person, do not use contractions, etc.
· Be specific. Narrow down the problem your company is facing. Then, be more precise in the research that expressly addresses the problem. Using the term “research” is not research just as using the term “insight” is not insight. Cite specific research that ties directly back to your problem.
· Avoid being redundant. There is no need to repeat yourself just so that you can hit the required paragraph/page count. This practice actually hurts your score as the redundancy inhibits your ability to defend your primary thesis. Further, I do not count redundant statements, paragraphs, ideas, etc.; so it is not really helping hit your required counts.
· Follow the directions. The directions provide prompts for a reason. Not only should it make it easier for you to write your paper, it actually makes it easier for me to understand what you are trying to say. When you deviate from the required sections, it is often more difficult to follow your logic.