StuGoSpace

Market Research Campaign

Scott T. Yoshimura
Embry-Riddle Aeronautical University
StuGoSpace Leads the Way -
Market Research Advantage

 Ethnographic Study
 Purposive Sampling
 Primary Informants

 Intelligent Data Gathering

 Interviews for potential 1st launch event

 Meaningful Data Analysis

 Market Segmentation
The Market Problem Explored- Research Focus

What is the market segment that will provide the greatest

return on advertising investment?

• What “type” of people are willing to pay for space tourism?

• Where are they located?
• What is motivating them?
• How do we satisfy their motivations?
• How do we market to them?
Ethnographic Study

• A special “Pre-Launch Registration” website will be developed

12 months before first launch
• https://www.StuGoSpaceLaunch.com

• Any person in the world will be able to apply that can put down
150k USD refundable deposit
• 25% deposit money indicates potential space traveler
meets a sampling threshold requirement for income level

• Registrants will have to opt-in for a pre-screen interview process

• All potentials (primary informants) will be interviewed
 Intelligent Data Gathering – Questions to be Asked
Research Questions Interview Questions Participant Questions

What “type” of people are willing • What are their ethnic backgrounds? • What do you consider to be your cultural
heritage?
• What do they consider their professions to
to pay for space tourism? be? • How did you achieve success in your life?
• What do consider to be your profession right
• Do they have a “family”? now?
• What is their education level? • How far did you go in schooling?
• How do they achieve success? • Would you consider taking family with you
• What do they consider the wealth level to be into space?
at? • What is your average yearly discretionary
income over the past 5 years?

Where are they located? • Where do they consider their primary •

•
Where do you consider your “home”?
Where in the world do you spend most of
residence?
your time?
• How did they hear about this opportunity?
• How did you first hear about StuGoSpace?
• Have you considered any other space tourism
opportunities?

What is motivating them? • Why do they want to fly with StuGoSpace? • Why have you chosen StuGoSpace for your
1st space flight?
• What does it mean for to them to travel into
• What does it mean to be able to be a space
space?
tourist?

* Format modeled from study completed by Debbie Zambo, Uncovering the Conceptual Representations of Students with Reading Disabilities, Arizona State University 2003
 Data Analysis – Market Segmentation

• An internal review of assumptions and biases will be completed

• Individual follow through thanking participants
• A tailored “pre-launch” travel kit will include custom StuGoSpace
branded luggage made for space travel
• A decision model will be generated in excel with variables: market size,
market demographic, total cost of marketing, potential revenue generated,
advertising reach, budget available, etc.
• Model will provide decision insight into market segments and marketing
plan
• Complete report of market plan will be provided and presented to executive
leadership
References

• Image Credits:
• https://www.pexels.com/photo/astronomy-atmosphere-earth-exploration-220201/ 
• https://www.pexels.com/photo/futuristic-interior-of-contemporary-spaceship-with-passenger-seats-586042/ 

• Online Resources:
• https://horizn-studios.com/en/collections/luggage/cabin/products/m5-nasa/white/
• https://www.cbsnews.com/news/space-tourism-space-perspective-balloon-ride-earth-atmosphere/
• https://www.faa.gov/about/office_org/headquarters_offices/ast/human_space_flight_reqs/

• Academic Resources:
• Baack, D. W., Harris, E. G., & Baack, D. (2016). Virgin galactic and space travel. SAGE knowledge.
http://dx.doi.org.ezproxy.libproxy.db.erau.edu/10.4135/9781506323572
• Leedy, P. D., Ormrod, J. E., & Johnson, L. R. (2019). Practical research: Planning and design. (12th ed.).
Pearson Education.