In my Research Marketing class at Marquette University, we worked on a team-based research project to develop and answer a research question through extensive analysis. My team's project focused on determining whether it would be viable for Lyft, a leading rideshare company, to enter the grocery delivery service market. Our goal was to evaluate market reception and the perceived value of this service, specifically targeting college students as the primary customer base. To support our analysis, we conducted both secondary research and primary research, including interviews and surveys. These methods allowed us to collect qualitative and quantitative data, enabling us to make a well-informed recommendation.

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The research yielded several crucial findings about the college student market segment. While students strongly value convenience, time savings, and affordability in their shopping experiences, these preferences don't translate into a willingness to adopt grocery delivery services. This disconnect appears primarily driven by price sensitivity, with students carefully weighing delivery fees against traditional shopping costs. Despite their technological savvy and familiarity with digital services, our research revealed a strong preference for in-store shopping experiences among the target demographic. 

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While our current findings suggest against market entry, continued monitoring of market evolution and changing consumer preferences would be prudent. Should Lyft reconsider this opportunity in the future, additional research focusing on these areas would provide valuable insights for strategic decision-making. 

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Overall, this project taught me many new skills throughout the journey of conducting and collecting research, in which I will carry wtih me throughout my academic and personal career. 

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