Current Research

Here is a brief summary of a few of the research projects that are conducted by the Hardin Institute.

Academic Year Fall 2004 & Spring 2005

• Understanding opinions and perceptions of students of ethnically diverse backgrounds at Elmhurst College
  
  
  • Outline: Two focus groups were conducted early in the semester for the Office of the Dean of Students, to aid in the development of a survey geared to better understand the opinions and perceptions, of students of ethnically diverse backgrounds. The on-line, census was made available to Elmhurst College students of ethnically diverse backgrounds for a period of one week to gain input.
    
  • Results/Next Steps:Through the two forms of primary research, much was learned about the opinions of this diverse group. The findings were around what the respondents felt was being done well and what could be done better within the framework of academics, organizational and social groups. Additionally, the nature of the on-line survey provided an opportunity for students to easily express themselves through many open-ended questions.

• How and where do I find the “right” audience? – A “life consultancy company”
  
  
  • Outline: A small business owner and licensed therapist approached the Institute with a problem of increasing the attendance of her relationship seminars. Her question was, who should I market to… who and where is the “right” audience? Potential markets were identified through secondary research. At that point focus groups were conducted to selected markets to gain more information and provide directional input for the client.
    
  • Results/Next Steps: The findings from the primary and secondary research allowed the “life consultancy company” to identify key target markets that were geographically and financially reasonable. Through the research that was conducted, the client can use the findings to cost effectively reach some of the most responsive markets for her relationship seminars.

Academic Year Fall 2003 & Spring 2004

• What do our customers think? – Levin Eye Care Center
  
  
  • Outline: A comprehensive direct mail survey was developed and sent to a sample of Levin Eye Care Center patients to determine their level of customer satisfaction. The survey measured customer opinion of product offerings of eyeglass and contact products as well as satisfaction with the service of the optometrist and eye care professionals on staff.
    
  • Results/Next Steps: Results confirmed that overall customers were very satisfied with the level of customer service. Although overall rankings were high, the research provided important findings in areas that could be improved for both services and products. Additionally, the findings provided insights into the desire for customer education as well as future marketing direction.

• Identifying a potential market for a new software product – Noraf Consulting
  
  
  • Outline: Both secondary and primary research was conducted to assist Noraf Consulting in finding a market for their new product. Businesses were contacted through phone surveys to determine their level of need for the product across several industries. Additionally, trade associations representing 5 industries were conducted to determine the level of need for the Noraf product.
    
  • Results/Next Steps: This client will apply the findings from the secondary and primary research to guide them in their marketing strategy and business plan development.

• Identifying transfer student needs – The Office of the Dean of Students, Elmhurst College
  
  
  • Outline: Three focus groups along with two in-depth interviews were conducted for the Elmhurst College Dean of Students to better understand transfer student needs particularly as they relate to the orientation that the college conducts for transfer students each semester.
    
  • Results/Next Steps: The primary research provided a wealth of information to help improve the experience of transfer students throughout various touch points prior to and during the students first semester. Additionally, actionable direction was provided to aid in better communication through marketing materials as well as ways to improve participation of the transfer student orientation.

Academic Year Fall 2002 & Spring 2003

• Awareness and Perception among Youth Leaders – Youth for Christ (YFC) Organization
  
  
  • Outline: A direct mail, research survey was conducted for YFC to gain a better understanding of the awareness, perception and participation among local, Chicagoland youth leaders. Additionally the organization wanted to gain a better understanding of the level of potential interest and participation across their five programs for future marketing effort.
    
  • Results/Next Steps: The results that the group received will aid them in better targeting their programs to reach the needs of specific groups. Additionally, having a better understanding of the perception of the organization will help improve and possibly change direction of their future marketing materials and strategies.

• Identifying customers needs and sizing the market – Apex Meetings and Special Events and From Other Lands
  
  
  • Outline: Two qualitative research projects have been conducted for local, Elmhurst businesses to help identify customers, quantify the size of the local market and analyze the competitive marketplace.
    
    In both cases, the businesses were start-ups with limited information about their target markets. For Apex Meetings and Special Events, focus groups were conducted to gain a better understanding of customer needs in order to guide the client toward a specific segment of the market in which to focus marketing efforts. Additionally, a competitive analysis was conducted to gain a better understanding of the scope of services and costs offered in the local marketplace.
    
    Regarding the From Other Lands business, secondary research was conducted to identify trends in the specialty rug market along with market segmentation and psychographic research to not only address which segment the business should market to but also the best way to “talk” to those customer needs.
    
  • Results/Next Steps: In both cases the clients will apply the learnings to expand their marketing base as well as change marketing strategies to include findings about customer needs.

Academic Year Fall 2001 & Spring 2002

• Marketing of Faith (President's Council of Church Associates)
  
  
  
  
  • Outline: This research project was conducted in Fall 2001 to be utilized as part of an on-campus meeting held by the President's Council of Church Associates. The Hardin Institute along with the Nationally Recognized Award Winning Student Chapter of the American Marketing Association (AMA), in cooperation with Reverend Scott Mathenay, conducted some preliminary research addressing the issue of congregation membership retention and recruitment at select U.C.C. churches.
    
  • Results/Next Steps: The AMA Students working on the project presented their findings to the President's Council during a luncheon held on the Elmhurst Campus in February 2002.

• Financial Literacy Project (Elmhurst College)
  
  
  
  
  • Outline: This research project was conducted in an effort to gather information to be utilized in the establishment of a Financial Literacy Program at Elmhurst College. Three different survey instruments were developed by a Hardin Resource Team in conjunction with the Financial Literacy Committee. The Committee consists of members from the College's Student Affairs Office, Alumni Relations, The Center for Professional Excellence and The Center for Business and Economics. The data helped provide insights into what type of financial knowledge was considered important to Elmhurst College students while attending the college as well as upon graduation. The surveys were sent to more than 2500 students, parents, alumni and faculty/staff in the Spring 2002.
    
  • Results/Next Steps: The information collected from this research project was utilized by the Financial Literacy Committee in the development of the initial Financial Literacy Workshop Pilot Program scheduled to begin in the Spring 2003.

• Attendance at Athletic Events (Elmhurst College Athletic Department)
  
  
  
  
  • Outline: A major research project is being conducted for the Elmhurst College Athletic Department by the Student Chapter of the American Marketing Association. The main objective will be to focus on collecting background information on the issues such as school spirit and attendance at athletic events on campus.
    
  • Results/Next Steps: The survey results will lead to a final report presented to the Athletic Department including recommendations for next steps.

• Youth Ministry Project (Chicago Theological Seminary and Elmhurst College)
  
  
  
  
  • Outline: The Hardin Institute provided initial research resources to support a partnership venture between the Elmhurst College Theology Department and Chicago Theological Seminary in the Fall 2001. The Lily Foundation funded an initial proposal entitled, "Building A New Pipeline: Developing Youth into Leaders for Church and Society." As part of the preliminary data gathering for the pilot grant, a survey was developed and distributed to over 700 high school students throughout the United States.
    
  • Results/Next Steps: The survey results were utilized, in part, by the Grant Committee in their development of the final, large proposal that was submitted to the Lily Foundation in Spring 2002.