Macie Brock
Fall 2024
Market Research
Research Problem(s) Studied
The primary issue we want to address is the lack of awareness and engagement with free sexual health services, including HIV/STD and pregnancy screenings, offered at IU Indianapolis. Despite the availability of these services, there is limited utilization among students. This research aims to answer the following questions:
-
Are students aware of the free sexual health services available on campus?
-
What factors discourage students from utilizing these services (stigma, lack of privacy, or convenience)?
-
How can we better communicate the availability and benefits of these services to the student body?
Survey
Market research assists students in making informed decisions in the final marketing plan
Research Instrument
Survey on Awareness and Interest in Sexual Health Services at IU Indianapolis
Thank you for taking the time to complete this survey. Your responses will help us understand how to improve access to and awareness of sexual health services on campus, including free HIV/STD and pregnancy screenings. All responses are confidential.
1) How familiar are you with the sexual health services offered at IU Indianapolis?
Very familiar
Somewhat familiar
Not familiar at all
2) Have you ever used sexual health services provided on campus (e.g., free HIV/STD or pregnancytesting)?
Yes
No
Not aware these services are available
3) What would make you more likely to use the sexual health services offered at IU Indianapolis? (Select all that apply)
More information about the services
Greater convenience (e.g., extended hours, walk-in availability)
Assurance of confidentiality
Less stigma or judgment
Peer recommendations
Other (please specify): __________
4) How comfortable do you feel discussing sexual health with healthcare providers on campus?
Very comfortable
Somewhat comfortable
Neutral
Somewhat uncomfortable
Very uncomfortable
5) What factors might discourage you from utilizing campus sexual health services? (Select all that apply)
Lack of privacy/confidentiality
Stigma or embarrassment
Perceived irrelevance to personal health
Lack of awareness
Preference for off-campus providers
Other (please specify): __________
6) Where do you typically get information about health services available to you as a student?
Social media
University emails or newsletters
Campus health center website
Word of mouth (friends/peers)
Student organizations
Other (please specify): __________
7) Would you be more likely to use campus sexual health services if they were integrated with digital platforms (e.g., online appointment booking, virtual consultations)?
Yes
No
Maybe
8) What additional sexual health services would you like to see offered on campus, if any?
Conclusion
Thank you for your input! Your feedback will help us improve the availability and communication around sexual health services at IU Indianapolis.
Part Two
After distributing the survey to students at IU Indianapolis, I collected responses from 6 participants. The demographic composition of the respondents included 4 females and 2 males, with ages ranging from 19 to 24. All were undergraduate students, with various levels of familiarity with the sexual health services on campus.
2 students reported being "very familiar" with sexual health services, 3 were "somewhat familiar," and 1 was "not familiar at all." 3 students had used sexual health services (e.g., free HIV/STD or pregnancy testing), while 2 had not, and 1 was unaware these services existed.
​
Factors that would encourage students to use these services included more information (4 responses), greater convenience (3 responses), assurance of confidentiality (5 responses), and peer recommendations (2 responses).
Regarding comfort level discussing sexual health with healthcare providers, 2 students felt "very comfortable," 2 were "somewhat comfortable," and 2 were "neutral."
The primary factors discouraging the use of campus services were stigma or embarrassment (3 responses), lack of privacy/confidentiality (2 responses), and preference for off-campus providers (1 response).
The main sources of health information were social media (3 responses), university emails or newsletters (4 responses), and word of mouth (2 responses). 4 students said they would be more likely to use the services if digital platforms, such as online appointment booking, were available.
From conducting this research, I learned that awareness of campus sexual healthservices is somewhat limited, and while some students are comfortable using them, stigma andconcerns about confidentiality are still significant barriers. It became evident that manystudents desire more information and convenient options, such as extended hours and onlinescheduling. This indicates that better communication strategies and more accessible servicescould significantly improve student engagement.
Add photos or videos relevant to your project and caption them to provide context for your reader.
The findings from this survey will directly influence my marketing plan by focusing on increasing awareness and addressing concerns about privacy. I plan to create informational campaigns on social media and through university emails to improve visibility and understanding of available services. Additionally, I will emphasize the confidentiality of these services in all marketing materials to reduce the stigma associated with using them. Offering digital platforms for appointments will also be a key focus to improve convenience and accessibility. Ultimately, these strategies should increase student utilization of the sexual health services offered on campus.