Primary Research Findings

a) Through our primary research we are trying to determine current consumer perceptions of Miss Magic Maid, demographic information, values and needs of current and potential customers and preferable rates of cleaning. This information will help Miss Magic Maid select an appropriate target market and strengthen her branding strategy. Using the Qualtrics online program, a survey was created for Miss Magic Maid's current clients and a different survey was created for her potential clients. Another survey was also created to assess the needs of commercial building managers. The current customer survey was distributed through Miss Magic Maid by email to her current customers. The potential customer surveys were distributed by us to individuals that we felt represented her current target market. The commercial client survey was distributed to building managers. We hoped that these surveys could provide us with valuable insights and recommendations for Miss Magic Maid.

b) Customer Perceptions
To assess what client's thought of Miss Magic Maid's brand, we asked what were three things that came to mind when they heard the words "Miss Magic Maid". We found that clients perceived her brand as friendly, efficient and green as well as easy to work with. Some customers also feel that it was a superior and professional cleaning service. When we asked customers what they liked best about Miss Magic Maid, the top five attributes stated (in no particular order) were friendliness, speed of cleaning, trustworthiness, pricing and green cleaning products. These could be considered Miss Magic Maid's strengths. The two options that didn't receive any votes were professionalism and professional cleaning equipment. According to her customers, Miss Magic Maid could improve on the pricing, ease of booking, use of green cleaning products, and her personalization of services.

Analysis of Findings
One of Miss Magic Maid's goals was to be perceived as a friendly and professional brand and company. Evidently her clients do perceive her services as friendly as stated above and the company also is commended for being green and efficient. On the other hand, being professional was not listed as an important attribute. This may be due to the fact that clients may already expect cleaning services to be professional and have professional cleaning equipment. While pricing was considered one of Miss Magic Maid's top five attributes, other customers said that it could be improved upon. Miss Magic Maid has also managed to garner two of her seven current customers through one of her promotions on Social Shopper.

c) Cleaning Service Usage
One question that we were interested in was if there was any correlation between household income and the use of a cleaning service. 92% of respondents who had used cleaning services before had one or two people contributing to household income. The median number of residents in a household was four with median household income between $70,000- $90,000. Potential customers with household incomes higher than $200,000 were four times more likely to have used a cleaning service before compared to potential customers with household incomes below $90,000. We also found that respondents residing in Richmond were 2.33 times more likely to have hired a cleaning service before compared to respondents living in Vancouver. Of the potential customers surveyed, 37% said they had used a cleaning service before and of those people that had used a cleaning service before 31% said that they were currently using a cleaning service. 30.77% of respondents who had used a cleaning service before had 3 people in their household, 23.08% had 5 or more people while 15.38% had 1, 2, or 4 people in their household. Of the respondents who had previously hired a cleaning service, the number one reason stated for discontinuing cleaning services was due to the expense of maintaining the service.

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