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For our semester-long project in Entrepreneurship Lab at MIT Sloan, three groupmates and I consulted with group social networking app weCliq to help them understand key issues that exist within the realm of group socialization and which market(s) experience the biggest "pain point" when it comes to meeting new people.
When weCliq came to us, it was targeting college students via is "group selfie" photo-sharing app. We conducted customer discovery interviews with college students to determine that socialization wasn't actually a huge problem for that market, given the ample on-campus opportunities students have for meeting new people.
We expanded our interview to include young professionals and found that this group had more of a challenge with socializing, since they weren't co-located with people of their age, spent more time working and enjoying hobbies, and - more often than college students - had relocated to a new city after school.
Since weCliq's app is based on the assumption that people want to socialize via these "group selfie" photos, we also tested that assumption in our interviews. Finding that interviewees were shy to share their opinions about "selfies" and "groupies" (group selfies), we conducted an extensive Facebook data study, in which we analyzed the 50 most recent photos that 60+ users were tagged in, determining what settings these photos were taken within, what type of photos they were (group candid, group staged, individual, groupie, selfie, etc.), and what the key demographic traits of the user tagged were.
The findings of our two methods - customer discovery interviews and data analysis - can be found within this presentation, which we shared with weCliq's team and our class of peers to kick off a discussion of potential strategies that build upon our findings.
This project was conducted by Christina Chen (MIT Sloan, M.B.A., 2016), Shambhu Koriala (MIT, B.S. Management Science, 2014), Simone Liano (Wellesley College, B.S. Neuroscience and Economics, 2017) and Erica Swallow (MIT Sloan, M.B.A., 2015).