Emma Gray
Fall 2024
Market Research
Research Problem(s) Studied
Why are mental health services at CAPS not known among IU Indianapolis students?
Survey 4-6 potential customers
Market research assists students in making informed decisions in the final marketing plan
Part Two
For my market research, I surveyed seven students from Indiana University Indianapolis, consisting of five females and two males, all between the ages of 21 and 25. The survey results revealed that six out of seven respondents were familiar with CAPS. When asked if they have ever used the services offered, 50% of respondents reported having used CAPS services before. Of those three students, all found the services to be beneficial. Among the three students who had not used CAPS, their reasons varied; one did not feel the need for mental health services, another was not sure how CAPS worked and felt a bit nervous about seeking help, and the third student used a different mental health service.
When asked what would make them more likely to use CAPS, most respondents indicated that they would be more inclined to use the service if they had a better understanding of how it works. One student even assumed that CAPS only offered group therapy and resultingly sought services elsewhere. These findings suggest that while students are generally aware of CAPS, there is a misunderstanding of how to access and utilize the services offered.
Based on these findings, it is evident that CAPS needs to promote its services more effectively. Many students do not know about all the services CAPS offers, like individual counseling, group therapy, psychiatric services, etc. CAPS should focus on educating students about what is available and how to access it. The survey also revealed that most students get information from social media. Since CAPS does not have an active presence on social media, this is a great opportunity to increase visibility. By setting up social media accounts, CAPS could reach more students and make it easier for them to learn how to get started with their services.