motorsportparkhastings! customer!analysis!document! · 2013. 2. 7. · ! 3!...
TRANSCRIPT
Motorsport Park Hastings Customer Analysis Document
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EXECUTIVE SUMMARY ......................................................................................................................... 3
MARKET DATA………………………….……………….……………….……………….…… …………….7 CUSTOMER SEGMENTATION ............................................................................................. 17
PERSONAS ................................................................................................................................ 20 VALUE DRIVERS ..................................................................................................................... 21
FOCUS GROUP GOALS ........................................................................................................... 22 Card Sorting 26 SURVEY AND RESULTS ......................................................................................................... 27
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EXECUTIVE SUMMARY To continue with the goal of having excellent customer service, the MPH staff would like to make a site that satisfies the customer and makes them happy. By analyzing the way they access and use the current site we have a better idea of how to meet the needs of the customers. Site Goals
1. Easy to find information for: a. Driving School b. Events (corporate, birthdays, other) c. Products (Garages, Curbs, Cars)
2. Updated information a. Event Calendar b. Pictures of events
Current Customer Goals Based on survey results these customers currently use the website most often to check the schedule of events and to look at pictures from past events. They would like to see improvement in the site’s navigation, a more clearly organized schedule of events that provides more detail, and a method to interact with other members of the Guardrail Club and with MPH management. New Customer Goals The goal of the new site is to be easy to use and easy to find information. These customers will not be well acquainted with the site so it will be important to establish a brand value and make the site not intimidating. It will also be important to highlight featured products like the driving school or most viewed sections like the event calendar. Market Data Current Customers The current customers of Motorsport Park Hastings are predominately men who enjoy the thrill of driving high performance vehicles and are financially capable of doing so. MPH offers one of the only racetracks in the Midwest where individuals can take their sports cars out for a spin. They also boast the best customer service in the industry and always leave people wanting more. Access and Usage Trends We have found that 53% of people ages 55 and up and 95% of people whose income is between $50,000 and $75,000, own a smart phone. These demographics are similar to those of Corvette owners. We also found that of all internet users in October 2010, 29.7% use Internet Explorer and 44.1% Mozilla Firefox as their browsers. This information will help us format the site to fit current user trends and possibly predict future trends.
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Usage Data Based on site metrics gathered from the MPH site statistics log we have learned that the majority of customers use Internet Explorer as a browser. The survey showed that 6 out of 8 customers use a mobile device to access the site. This information allows us to build a site around the technological needs of the customers.
Customer Segmentation Considering the unique set of products that MPH offers, the customers that the site is attempting to attract can be segmented into four groThese groups are listed in order of significance and include:
• Potential customers of the driving schools The use of the website is to retrieve information about the various types of driving schools that is offered at MPH and how to get to the facility and other places around Hastings. Also included will be what type of cars that can be driven at the school, how much the school costs, and the times available for the schools offered.
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• Current members of the Guardrail Club The current members use the website to check on event times and details, look at pictures from past events, reserve a place to stay during club activities and search for other activities the area has to offer.
• Potential members of the Guardrail Club The uses of this website for the potential member would be to retrieve general information, the benefits and the costs for the club. These potential members will also be able to sign up for the club and interact with the current members.
• Potential buyers/leasers of Garages The potential buyer’s use will include floor plans, site locations along with photos of the sites, contract details, and the costs for leasing/purchasing the garages. The buyer will also be able to find a place to stay while participating in the planning activities as well as other activities the community offers when not involved in the planning stage.
Value Drivers Value drivers are characteristics of the business that set it apart from its competitors. The current value drivers of MPH include its impeccable customer service techniques as well as its location in proximity to the town of Hastings, Neb. These drivers will be effectively communicated through specific features on the website.
Consumer behavior and demographic analysis By looking at the target MPH audience, we can identify the needs of the customer and carry out the company’s objectives. This is done through extensive research, surveys and focus groups. Evaluation of the demographic looks at who the customers are, their backgrounds, occupations, social issues and everyday tasks. Their use of technology is also considered, such as what kind of browsers they use, how often they use the Internet, what they use the Internet for and what kind of
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UP-‐ FRONT VALUE PROPOSTION The up-‐front value proposition is a one sentence condensed idea that unifies the site and leaves an impression on target customers. It can include a persuasive promise, unique offering or a quick description of products, benefits or customer service. It also helps establish trust. The up-‐front value proposition is typically located in the title of the browser window at the top. It is also the title of the site when saved in a bookmarks menu. MPH, at first, had no up-‐front value proposition, but has recently added “Motorsport Park Hastings MPH Road Course Car Driving School and Race Track Rental Host a Corporate Event with Us Today”. Current Guardrail Members prioritized these potential Propositions: 1. The Place to Experience High Performance Driving 1. The Premium Racetrack and Driving School of the Midwest 2. Fun, Friendly, Quality, High Performance Driving 3. The #1 Place to Speed in the Midwest 4. Your Midwest Headquarters for Speed and Fun
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MARKET DATA
Current Customers The current customers of Motorsport Park Hastings are predominately men who enjoy the thrill of driving high performance vehicles and are financially capable of doing so. The majority of the current MPH customers are members of the Guardrail Club or members of other existing car associations, such as: the Porsche Club of America or the Sports Car Club of America. We assume that these individuals not only take pride in their cars, but also in the interactions and friendships that are created within these associations.
These customers give their business to MPH for a few main reasons. MPH offers one of few racetracks in the Midwest where individuals can take their sports cars out for a spin. MPH keeps its track and existing facilities in pristine condition. It is always clean and well attended to. It is also a place to enjoy the company of fellow car lovers. One satisfied customer had this to say about MPH, “I use it (MPH) to improve my driving skills. The track provides an opportunity to drive at speeds and conditions that are not permitted on the street. It’s where I can test my ability to handle a car under conditions I can not replicate anywhere else.” Another customer said, “I use the track to test out modifications to my car. Of course, the camaraderie with other car people is great.” Obviously these customers have come to trust MPH with their vehicles as well as their well-‐being. This trust has been gained through the quality of the track but also through the amazing customer service that the MPH management team provides. They exist to make their customers happy, and have so far succeeded in doing so in every instance. One customer responded, “MPH is a very friendly place. George, the track workers, and club members are terrific. I think the friendly atmosphere should be promoted as it is a unique feature compared to other tracks I have been to.”
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These customers currently use the website for a variety of purposes. As part of the survey that our team administered to learn about these current customers, we asked how they use the current website. The majority of the responses we received were to check the schedule of events and results as well as to look at pictures from past events. We also questioned the ways in which these current members felt that the current site could be improved. Their responses included: easier navigation within the schedule, more detail about each of the events on the schedule, and some type of forum or community in which current members can interact with one another as well to provide feedback to MPH management. Overall, the current customers of MPH seemed satisfied or used to the current site. We feel that constant feedback from these customers concerning the site as well as the company can greatly benefit MPH as a whole.
Access & Usage Trends What type of equipment and tools do your customers have?
• Computer owners (according to 2008 Customer Expenditure Survey from the U.S. Bureau of Labor Statistics: http://www.bls.gov/opub/focus/volume1_number4/cex_1_4.htm)
o Ages 45-‐54: 81% o Ages 55-‐64: 78%
• Smart Phone owners (according to Nielsen: http://bitbriefs.amplify.com/2009/09/20/smartphone-‐and-‐iphone-‐demographics-‐from-‐nielsen/)
o Ages § 55+: 53% smart phone, 53% iPhone
o Income § 50k-‐75-‐k: 95% smart phone, 86% iPhone § 75k-‐100k: 123% smart phone, 115% iPhone § 100k+: 174% smart phone, 200% iPhone
o Usage § Personal: 78% smart phone, 88% iPhone § Business: 220% smart phone, 160% iPhone § Mixed: 158% smart phone, 137% iPhone
o (Percentages represent the likelihood that someone from that demographic owns a smart phone or iPhone over the demographic of all incomes)
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What kinds of web browsers/plug-‐ins do they use? § Browser use statistics for all internet users in October 2010 (according to
w3: http://www.w3schools.com/browsers/browsers_stats.asp) o Internet Explorer: 29.7% o Mozilla Firefox: 44.1% o Google Chrome: 19.2% o Safari: 3.9% o Opera: 2.2%
§ Plug-‐ins o JavaScript
§ 95% on § 5% off
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Customer Base By evaluating the typical MPH demographic, we can better pinpoint the needs of the customer and fulfill the company’s objectives. We researched:
• SEMA Survey • Online Usage • Occupations Breakdown • Demographic History According to a survey by the Specialty Equipment Manufacturers Association
(SEMA), the average corvette owners are males between the ages of 49-‐63 and are college educated. Their annual incomes range from $105,000 to $250,000 annually. They also are fairly internet-‐savvy as 69% of owners visit the Internet automotive forums; 41% of those say they visit forums multiple times a day. While offline, corvette owners like to watch drag racing (44%) or NASCAR (42%).
The older adult age group is becoming one of the fastest growing online users groups. The Pew Internet & American Life Project found 84% of 30-‐49 year-‐olds, 71% of 50-‐64 year-‐olds, and 34% of those 65+ in the United States went online in January 2006. Most adult Internet users over the age of 50, had white-‐collar occupations with an average annual income of $62,000. Car and Driver's demographic profile of total adults, surveyed in 2005 shows the following employment percentages:
Managers/Professionals: 23.5% Sales/Office Operations: 17.9% Natural Resources/Construction/Maintenance Operations: 12.6% Other Employed: 25.4%
*The average income was $66,000. Managers and professionals in the business world often have a lot of stress in their jobs. They are the power source dealing with important company decisions, hiring/firing, and distribution of work and project development. When this group of professionals comes to the MPH site, they will be looking for a sense of escapism, a place where they can forget about all the worry and stress of their everyday life. The site will therefore provide ease and simplicity while displaying an environment that is stress-‐free. MPH will offer thrill and excitement throughout the site. Sales professionals are typically highly energetic, determined, confident, sociable and intellectual. MPH can offer just the atmosphere for this group. The site will show users all the high energy, speed and fortitude that MPH and its activities can provide. Those in natural resource, construction and maintenance operations have a more physically demanding job compared to the previously mentioned occupations. These jobs still come with a lot of stress as the things they do can often have an effect on an immense amount of people. They too will be coming to the MPH site
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looking for relief from everyday stress. Creating an environment of freedom and fun is a must. All of these occupations come with typically high level of stress. They all look for a way to break out from the norm during their leisure time. They often spend time outdoors or at some kind of automotive event; doing things and going places that are least like the office. Many also like to play leisurely sports like golf or spend time in the wilderness hunting. This demographic grew up experiencing some of America’s most important events such as the Vietnam War, civil rights movement, Watergate, Kennedy assassination and World War II. After seeing much violence and distrust, it is understandable that these people would want to be able to have the freedom to enjoy life. After World War II, the economy was booming therefore giving these people the impression that with a little hard work, money comes easy. This baby boomer generation often earns a higher income and can afford to have the finer things in life. MPH offers that escape and need for excitement because they can afford to have the more luxurious possessions and getaways.
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Usage Data
Information from our Survey
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Mobile Phone Laptop Desktop Ipod
Site Access
Out of 8 users
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1
2
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4
5
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7
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IE 8 IE 7 Firefox Safari Chrome Opera
Browsers Used
Out of 8 Users
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Information from MPH site statistics log
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CUSTOMER SEGMENTATION Considering the unique set of products that MPH offers, the customers that this site is attempting to attract can be segmented into four groups. These groups are listed in order of significance and include:
• Potential customers of the driving schools • Current members of the Guardrail Club • Potential members of the Guardrail Club • Potential buyers/leasers of Garages (Luxury Condominiums)
The majority of these customers fit into the main demographic of customers that MPH is marketing towards, which are 49-‐63 year old men who make more than $60,000 annually. However, the variety of schools that MPH offers and consideration of MPH to modify these schools as well as other products and services could create a more diverse set of customers. At this point we will evaluate the existing segments but can determine new target markets and their segments when these modifications have been completed and authorized. Based on the characteristics that we have about these customers we have determined the several ways in which they will use the site as well as the ways in which we will design the site to fit these needs. These items are listed in order of importance.
Potential Customers of Driving Schools Uses of the website:
• To retrieve information about the various types of driving schools offered at MPH
• To sign up for a driving school at MPH • To determine how to get to the MPH facility • To locate and reserve a place to stay for the duration of the driving school • To determine other activities to engage in while not participating in the
driving schools Ways that we plan to meet these needs with the new website:
• Clearly display (within two clicks from the homepage) the several types of driving schools that MPH offers as well as outline all the information that a customer would like to know about them including:
o The details of the coursework and materials provided in the driving school
o What types of cars can be driven o How much these schools cost o What times are available to schedule these schools
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• Provide a form as well as the information to contact management in order to sign up for a driving school in proximity to the information about the schools
• Provide detailed map of the area indicating how to get to MPH as well the address and a link to Mapquest so that these individuals can obtain directions
• Provide information about the facilities provided by MPH to for visitors to stay as well as the local businesses that can accommodate for travelers
• Provide information about the activities that are available to individuals in the Hastings area
Current Members of the Guardrail Club Uses of the website:
• To check on event (schedule) times and details as well as to print this information
• To look at pictures from past events • To interact with other members as well as to provide feedback for the
managers at MPH • To locate and reserve a place to stay for the duration of club activities • To determine other activities to engage in while not participating in the club
activities Ways that we plan to meet these needs with the new website:
• Provide an easily navigated calendar that clearly display the event dates, times, and details that can be printed straightforwardly
• Provide a clearly organized album of pictures from past events as well as a method to search through this album for pictures by date, name of event, member name, and model of car
• Provide a community forum (or something already established like Facebook) in which members can interact with one another as well as use to provide feedback to MPH management.
• Provide information about facility rentals and local businesses (hotels/motels, campground) for people to stay the night at if they choose.
• Provide information about the activities that are available to individuals in the Hastings area
Potential Members of the Guardrail Club Uses of website:
• To retrieve information about: o The Guardrail Club in general o The benefits a Guardrail member receives from MPH o The costs involved in a Guardrail Membership
• To sign up for the Guardrail Club
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• To interact with current members to inquire about the club • To locate and reserve a place to stay while participating in club activities • To determine other activities to engage in if membership is attained
Ways that we plan to meet these needs with the new website:
• Provide a method to access clearly displayed information about: o Guardrail Club in general o Benefits a Guardrail member receives from MPH o Costs involved in a Guardrail Membership
• Provide a form as well as the information to contact management in order to sign up for the club in proximity to the information about the club
• Provide a community forum (or use Facebook) in which potential members can interact with current members to inquire about the club
• Provide information about facility rentals and local businesses (hotels/motels, campground) for people to stay the night at if they choose.
• Provide information about the activities that are available to individuals in the Hastings area
Potential Buyers/Leasers of the Garages Uses of the website:
• To retrieve information about the Garages, including: o Floor plans o Site locations o Contract details o Costs included in lease/purchase o Photos of Garages and surrounding view
• To contact MPH managers about acquiring a Garage • To locate and reserve a place to stay while participating in estate planning
activities • To determine other activities provided in the local area to participate in
while not involved in planning activities Ways that we plan to meet those needs with website:
• Provide information about the Garages, including: o Images of Garage floor plan possibilities that are easily printable o Images of site locations and site layout that are easily printable o Major details that would be involved in a contract/lease o Outline of the costs that are included in the lease o Interior and exterior photos of existing Garages and design
possibilities • Provide contact information of the MPH managers to inquire about Garages • Provide information about the activities that are available to individuals in
the Hastings area
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INDIVIDUAL CUSTOMER PROFILE: CHARACTERISTICS Bob is a 50 year-‐old man who makes a $70,000 annual salary. He attended and graduated from college with a Bachelors degree. Bob has an empty nest and is looking for new activities to occupy his time. Bob enjoys:
• Driving and maintaining high performance vehicles • Performing maintenance on vehicles • Driving in a way that is not permitted on main roads • The feeling of adrenaline that is present in dangerous situations • Interacting with other individuals who have similar interests • Competing with other individuals (race times, car capabilities) • Traveling (road trips) on weekends • Camping, either in an RV or a tent • Being made to feel as though they are important
Bob has:
• A high performance vehicle such as a Corvette, Porsche, or Mustang • The capability to travel with these vehicles, such as a trailer • The financial capability to fix and improve these vehicles • Children that have either moved out or are going to soon • Newly acquired free time to spend participating in their favorite leisure and
recreational activities.
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VALUE DRIVERS The value drivers of Motorsport Park Hastings are the products and services that are offered that separate MPH from its competitors, as defined by its customers. The main value driver that exists within MPH that sets it apart from its competitors include the impeccable customer service that is provided by the management team. One customer who returned the survey mentioned this as a unique selling point, saying, “MPH is a very friendly place. George, the track workers, and club members are terrific. I think the friendly atmosphere should be promoted as it is a unique feature compared to other tracks I have been to.” This value driver is promoted in each interaction between management and customers and is driven on the basis that MPH is willing to do whatever is necessary to satisfy its customers, even if it means altering an existing schedule to meet customer needs or wants. Another value driver of MPH is its location. The majority of other racetracks that are similar to MPH are located a good distance away from the nearest city. On the contrary, MPH is located within a 10-‐minute drive (5 if you’ve graduated the driving school) from Downtown Hastings. This unique feature is also a major selling point amongst its customers as it provides several accommodations, such as: hotels for traveling customers and entertainment opportunities other than MPH including a museum, shooting gallery, movie theater, restaurants and bars, and many other local attractions. This value driver also offers the unique possibility of forming partnerships with these local companies and incorporating other activities into the events and schools that are offered by MPH, allowing for a variety of activities. Therefore, the motivation of MPH to help stimulate the local economy due to its proximity to Hastings should be a feature that is highlighted. These are the value drivers that the customers have determined that MPH maintains to set it apart from its competitors. They will be communicated effectively on the website using features that display the friendly management team and detail the local areas attractions.
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FOCUS GROUP GOALS Summary By conducting a focus group involving several current guardrail members, our team was able to gather some important information about the current and potential customers of MPH. Five individuals participated in the focus group that consisted of a discussion session, a hierarchal ranking activity, and a card sorting activity. Some of the valuable information that we received included: increasing the functionality of the schedule as well as pictures, modernizing the site using graphics and movement, making the site more effective using mobile devices, as well as other good feedback concerning labeling and organizational structure. Group Characteristics Approximately five individuals participated in the focus group. They are current members of the Guardrail Club who have used the site on frequent occasions. There were four males and one female. All participants were older individuals and fit most all of the general characteristics of the target market that we have described for potential customers, therefore, providing us with valuable information about what MPH customers want to do on the site. Process: The entirety of the focus group process consisted of three sections. First, we informally interviewed the participants by asking questions for open discussion. We sound recorded all answers as well as took notes as to not miss any feedback. Then, we had the participants rank several labels in terms of importance, in order to determine a navigation hierarchy, and finally we had them participate in a card sorting activity, to determine various possible groupings of products offered by MPH. Each of the following sections will explain each in more detail as well as provide results. Discussion Session The informal discussion session consisted of several questions that attempted to determine how each individual currently uses the site, how they feel the site could be better, and what they would be willing to do on the site. The questions and participant responses are as follows:
1. How did you first hear about MPH? • Hastings Tribune had been keeping up to date with the tracks
construction almost years prior. • Talked to George Anderson about it.
2. What feature on the current MPH site do you use most often? How do you use it? How could it be better?
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• Schedule of events The main response we received was that they use it to see when the upcoming events are. The participants said, “It would be great if the calendar could be printed. Also, if it could be organized according to different types of events it would be much easier to understand. For example, Guardrail member activities are in red while driving schools are in yellow. Make the calendar able to show each category alone as well as print only Guardrail Events or Driving Schools.” Participants also said, “The layout of the schedule is slightly confusing, it would be nice if it were in the form of a calendar so one could see the dates as well as the days each event is on. It would also be more understandable for older folks who are used to printed calendars. Also, if these calendars could be enlarged or zoomed in on it would be easier to read.“
• Looking at photos of past events The second response we received was using the site to look at photos from past events. The participants explained that these photos were, “difficult to sort through.” They requested a method of organization, either by date, event name, or member name, as any of these would allow for better navigation. One member enjoyed seeing his cars photo on the homepage of the site.
3. What helpful features have you seen on other similar sites that you
liked? • Drop down menus
Participants all responded that they liked menus in which you can see the content of the next page without having to actually click on it and let it load. They use these drop down menus as a way to get to the piece of information they are looking for without browsing through several pages. However, they do not use the search function (except when they know a serial number or specific name).
4. When accessing the site on your mobile phone, what are you usually
looking for? • Only one participant had ever accessed the site using a mobile phone and
had not done so since he received a new model. The problems that he pointed out when accessing via mobile phone are that the text becomes too small and you must scroll from side to side which is not convenient for use. He also talked of issues with load times and wanted to see the site with links to exactly what he was looking for on the first page so that he did not have to load several pages to find it. He suggested using a smaller window width for mobile devices and making the page longer, so that text could be enlarged and scrolling side to side would be eliminated.
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5. Other than racing, what hobbies/activities do you enjoy?
• Coaching sports (basketball, football, baseball, volleyball) • Watching television – (History and Discovery channels – anything about
cars/antiques, the Cornhusker’s games) • Playing cards/poker • One participant simply responded, “the only hobby I need is my car.”
6. What social networking sites do you use (Facebook, Twitter, Flickr,
etc…) and how often do you use them? • None
All participants replied that did not use any social networking sites and were, for the most part, opposed to them. They stated that they did not like, “putting their business out there for everyone to see.” However, these individuals did say that a forum on the MPH site would be beneficial to allow customers to communicate and provide feedback for management. When asked whether or not they would participate in a discussion through a Facebook application on the MPH site (without ever leaving the MPH site), they said they would. Although they were hesitant to create an account for this sole purpose.
7. What are your favorite websites? Why do you like those? (content,
layout, organization, graphics, etc…) • TD Ameritrade and other stock market sites • Drudge Report • Weather Channel • Huskers.com The majority of these sites are being accessed for the type of information that they offer. Drudge Report and the Weather Channel were both accessed often via mobile phone.
Next, to decipher some current labeling issues, we had participants complete the following statements: I refer to my driving experiences at MPH as (events/races)
• All participants immediately responded “events”, although there was some deliberation about whether or not potential customers would better decipher “races”. It was decided that using “Events” for this label would be clearly understood by Guardrail Members.
I refer to the services that are available for purchase at MPH as (rentals/products)
• After a lengthy discussion, it was determined that the best term for these items is “services”, as the cars, karts, schools, and garages would be
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considered “rentals” and the apparel, food, memorabilia would be a “product”. They wanted the overarching label to be “services” and then for the groups of “rentals” and “products” be shown in a dropdown menu.
Information about the Hastings area should be labeled (Area Information/About Hastings)
• The participants unanimously decided that if they were looking for information about the area that they were visiting, they would look for an “About the Area” or “Area Information” link. They felt that limiting it to Hastings might be inappropriate as there are several activities to partake in that are in close proximity but are not in Hastings. One individual also specified that she likes when the maps on websites allow her to view the entire area map as well as a more detailed city map, making it more expandable.
Navigation Ranking To determine the best way to organize the main navigation bar according to the customer, we had the participants complete the following ranking task. Please rank the following items from most important to least. ____ Driving Schools ____ Guardrail Club ____ Events/Races ____ Rentals/Products ____ Area Information/About Hastings ____ Facility ____ News and Media The results are as follows:
Participant 1 Participant 2 Participant 3 Participant 4 1. Guardrail Club 2. Events 3. Driving Schools 4. Facility 5. Area Information 6. Rentals/Products 7. News and Media
1. Guardrail Club 2. Events 3. Driving Schools 4. Rentals/Products 5. Facility 6. Area Information 7. News and Media
1. Facility 2. Guardrail Club 3. Events 4. Driving Schools 5. Rentals/Products 6. News and Media 7. Area Information
1. Events 2. Guardrail Club 3. Driving Schools 4. Facility 5. News and Media 6. Rentals/Products 7. Area Information
When evaluating these results, we must consider that all participants are already members of the Guardrail Club and, therefore, have prior bias to which section holds the most importance. However, these responses do provide us with some good division of what groups are most important overall. For example, for all the
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participants, the “Guardrail Club” and “Events” were in the top three choices and “Driving Schools” was in the top three in three out of four. This tells us that these are the three most important sections. Card Sorting Activity A card sorting activity involves giving the participants several note cards, each with a label written on it. The participants are then asked to group these cards into appropriate sections of labels that seem to go together. Our card sorting activity consisted of the labels for the products/rentals page in order to determine what would be placed together. The results are as follows: *Some confusion was present during this activity and may be reflected in responses. As 2 of the 3 activities that were returned had consistent sorting, and the other had similar sorting, we can easily see what sections need to be in which areas. They seem to be grouped into categories of facilities and vehicles.
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SURVEY AND RESULTS CONFIDENTIALITY NOTICE: The information included in this email, including any attachments, is for the sole use of the intended recipient and may contain confidential and privileged information. Any unauthorized review, use, disclosure, distribution or similar action is prohibited. If you are not the intended recipient, please contact the sender and delete all copies of the original message immediately. Motorsport Park Hastings is currently in the process of redesigning its website. In order to ensure that it fulfills our customers’ needs and meets their expectations we would like for you to fill out the following survey. Please simply hit "Reply" in your browser and then fill in your answers in the areas provided. We greatly appreciate all of your cooperation and feedback in this effort and hope to hear back from you soon! 1. Which of the following statements best defines what the Motorsport Park Hastings racetrack means to you? (Please rank top 3) _____ MPH -‐ The Place to Experience High Performance Driving _3____ MPH -‐ The #1 Place to Speed in the Midwest _____ MPH -‐ Get Your Speed On _1____ MPH -‐ The Premium Racetrack and Driving School of the Midwest ___2__ MPH -‐ Your Midwest Headquarters for Speed and Fun _____ MPH -‐ Speed Your Way to Fun and the Finish Line _____ MPH -‐ Fun, Friendly, and Quality High Performance Driving ___2__ MPH -‐ The Place to Experience High Performance Driving _____ MPH -‐ The #1 Place to Speed in the Midwest _____ MPH -‐ Get Your Speed On ___3__ MPH -‐ The Premium Racetrack and Driving School of the Midwest _____ MPH -‐ Your Midwest Headquarters for Speed and Fun _____ MPH -‐ Speed Your Way to Fun and the Finish Line ___1__ MPH -‐ Fun, Friendly, and Quality High Performance Driving ___3__ MPH -‐ The Place to Experience High Performance Driving ____2_ MPH -‐ The #1 Place to Speed in the Midwest _____ MPH -‐ Get Your Speed On _____ MPH -‐ The Premium Racetrack and Driving School of the Midwest ____1_ MPH -‐ Your Midwest Headquarters for Speed and Fun _____ MPH -‐ Speed Your Way to Fun and the Finish Line _____ MPH -‐ Fun, Friendly, and Quality High Performance Driving
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__X___ MPH -‐ The Place to Experience High Performance Driving _____ MPH -‐ The #1 Place to Speed in the Midwest _____ MPH -‐ Get Your Speed On _____ MPH -‐ The Premium Racetrack and Driving School of the Midwest _____ MPH -‐ Your Midwest Headquarters for Speed and Fun _____ MPH -‐ Speed Your Way to Fun and the Finish Line _____ MPH -‐ Fun, Friendly, and Quality High Performance Driving _____ MPH -‐ The Place to Experience High Performance Driving X_____ MPH -‐ The #1 Place to Speed in the Midwest _____ MPH -‐ Get Your Speed On X_____ MPH -‐ The Premium Racetrack and Driving School of the Midwest X_____ MPH -‐ Your Midwest Headquarters for Speed and Fun _____ MPH -‐ Speed Your Way to Fun and the Finish Line _____ MPH -‐ Fun, Friendly, and Quality High Performance Driving _____ MPH -‐ The Place to Experience High Performance Driving __x___ MPH -‐ The #1 Place to Speed in the Midwest _____ MPH -‐ Get Your Speed On _____ MPH -‐ The Premium Racetrack and Driving School of the Midwest _____ MPH -‐ Your Midwest Headquarters for Speed and Fun _____ MPH -‐ Speed Your Way to Fun and the Finish Line _____ MPH -‐ Fun, Friendly, and Quality High Performance Driving __2___ MPH -‐ The Place to Experience High Performance Driving _____ MPH -‐ The #1 Place to Speed in the Midwest _____ MPH -‐ Get Your Speed On __3___ MPH -‐ The Premium Racetrack and Driving School of the Midwest _____ MPH -‐ Your Midwest Headquarters for Speed and Fun _____ MPH -‐ Speed Your Way to Fun and the Finish Line ___1__ MPH -‐ Fun, Friendly, and Quality High Performance Driving ___3__ MPH -‐ The Place to Experience High Performance Driving _____ MPH -‐ The #1 Place to Speed in the Midwest _____ MPH -‐ Get Your Speed On __1___ MPH -‐ The Premium Racetrack and Driving School of the Midwest _____ MPH -‐ Your Midwest Headquarters for Speed and Fun _____ MPH -‐ Speed Your Way to Fun and the Finish Line ___2__ MPH -‐ Fun, Friendly, and Quality High Performance Driving
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2. Please describe the main purpose for which you use the current MPH website. (Feel free to describe in as much detail as necessary) I use the website to check on events and results and pictures from past events We check the schedule frequently, look at photos of past events. We visit the site at least once a week. Check schedules of upcoming events. I like the challenge of trying to improve my lap times. I also use the track to test out modifications to my car. Of course the camaraderie with other car people is great. Upcoming events to access track schedule, when open track is for Guardrail Club members I use it to improve my driving skills. The track proves an opportunity to drive at speeds and conditions not permitted on the street. It's where I can test my ability to handle a car under conditions I cannot replicate anywhere else.
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3. In what ways could the current site be changed to better fit your needs from MPH? (Feel free to describe in as much detail as necessary) Make it easier to navigate around to different events and give more specific details about each event I am very used to the website so it works fine for me. I would say that it is a bit cluttered as there are too many items on the home page. I think the web site could be improved upon by making it a bit more professional. The information available on the web site is great but some of old items need to be archived and old ideas that did not pan out need to be removed. Some type of forum with several subject headings for feedback from members. I would like to see a 1/4-‐mile drag strip. I enjoy the high-‐speed driving, friendly people and opportunity for instruction. The fellowship is great. Cathy and I both enjoy the Guardrail Thursday evenings and food. It would be great to have rental garages. I have also heard this from some of the Lincoln GR members. they would like a place to keep track tires and some tools. Ok, by me now. information concerning other car/racing events in the area and surrounding states, I would like to see autocross events on weekends when the track is not being used for other events. A modest cost ($30) could be charged. Auto Crossing is one event I would like to try and could bring more local people to the track to drive their cars
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4. Which of the following devices do you currently use to access the Internet. (Place an X next to all that apply) ___x__ Moblie Phone _____ Ipod __x___ Laptop -‐ Wireless Connection _____ Laptop -‐ Ethernet Connection _____ Laptop -‐ Other Connection _____ Desktop -‐ Wireless Connection __x___ Desktop -‐ Ethernet Connection _____ Desktop -‐ Other Connection ____x_ Moblie Phone _____ Ipod ___x__ Laptop -‐ Wireless Connection ___x__ Laptop -‐ Ethernet Connection _____ Laptop -‐ Other Connection _____ Desktop -‐ Wireless Connection ___x__ Desktop -‐ Ethernet Connection _____ Desktop -‐ Other Connection __x___ Moblie Phone _____ Ipod _____ Laptop -‐ Wireless Connection _____ Laptop -‐ Ethernet Connection _____ Laptop -‐ Other Connection _____ Desktop -‐ Wireless Connection ___x__ Desktop -‐ Ethernet Connection _____ Desktop -‐ Other Connection _____ Moblie Phone _____ Ipod ___X__ Laptop -‐ Wireless Connection _____ Laptop -‐ Ethernet Connection _____ Laptop -‐ Other Connection _____ Desktop -‐ Wireless Connection _____ Desktop -‐ Ethernet Connection _____ Desktop -‐ Other Connection _____ Moblie Phone _____ Ipod X_____ Laptop -‐ Wireless Connection
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_____ Laptop -‐ Ethernet Connection _____ Laptop -‐ Other Connection _____ Desktop -‐ Wireless Connection X_____ Desktop -‐ Ethernet Connection _____ Desktop -‐ Other Connection __x___ Moblie Phone _____ Ipod __x___ Laptop -‐ Wireless Connection __x___ Laptop -‐ Ethernet Connection _____ Laptop -‐ Other Connection _____ Desktop -‐ Wireless Connection _____ Desktop -‐ Ethernet Connection _____ Desktop -‐ Other Connection __x___ Moblie Phone _____ Ipod __x___ Laptop -‐ Wireless Connection _____ Laptop -‐ Ethernet Connection _____ Laptop -‐ Other Connection _____ Desktop -‐ Wireless Connection ___x__ Desktop -‐ Ethernet Connection _____ Desktop -‐ Other Connection __x___ Moblie Phone _____ Ipod ___x__ Laptop -‐ Wireless Connection _____ Laptop -‐ Ethernet Connection _____ Laptop -‐ Other Connection _____ Desktop -‐ Wireless Connection __x___ Desktop -‐ Ethernet Connection ______ Desktop -‐ Other Connection
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5. Which of the following browsers do you use to access the Internet? (Place an X next to all that apply) __x___ Internet Explorer 8 __x___ Internet Explorer 7 _____ Firefox _____ Safari _____ Chrome _____ Opera _____ Other (please specify which) _____________________ ____x_ Internet Explorer 8 _____ Internet Explorer 7 _____ Firefox _____ Safari _____ Chrome _____ Opera _____ Other (please specify which) _____________________ _____ Internet Explorer 8 ___x__ Internet Explorer 7 _____ Firefox _____ Safari _____ Chrome _____ Opera _____ Other (please specify which) _____________________ _____ Internet Explorer 8 ___X__ Internet Explorer 7 _____ Firefox _____ Safari _____ Chrome _____ Opera _____ Other (please specify which) _____________________ X_____ Internet Explorer 8 _____ Internet Explorer 7 _____ Firefox X_____ Safari _____ Chrome
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_____ Opera _____ Other (please specify which) _____________________ _____ Internet Explorer 8 __x___ Internet Explorer 7 _____ Firefox _____ Safari _____ Chrome _____ Opera _____ Other (please specify which) _____________________ _____ Internet Explorer 8 __x___ Internet Explorer 7 __x___ Firefox ___x__ Safari _____ Chrome _____ Opera _____ Other (please specify which) _____________________ __x___ Internet Explorer 8 __x___ Internet Explorer 7 __x___ Firefox _____ Safari _____ Chrome _____ Opera _____ Other (please specify which) _____________________ __x___ Internet Explorer 8 __x___ Internet Explorer 7 __x___ Firefox _____ Safari _____ Chrome _____ Opera _____ Other (please specify which) _____________________
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6. Do you have any other feedback or suggestions for the new MPH website? (Please feel free to provide as much information as necessary) no response MPH is a very friendly place. George, the track workers, and club members are terrific. I think the friendly atmosphere should be promoted as it is a unique feature compared to other tracks I have been at. no response Emphasize the quality of the facility: track surface, paddock area, clubhouse, etc. This is what separates MPH form other area tracks. I would like to have some way to contact other guardrail members. It would be nice to know who all the members are and where they are from. none no response no response