Target Audience

• Description:

Our Primary Target Audience is RMIT students from 18 to 22 years old, living in Hanoi urban areas. They want to find a suitable community in their university journeys and seek out an on-campus area to relax after stressful class hours. They are aware of Club Room but prefer to hang out in other popular areas such as Breakout Space and REC Room. Due to the dominance of certain clubs, some students feel unwelcome and refrain from visiting Club Room.

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• Research Design:

Utilizing both qualitative and quantitative secondary research methods, we collected data within the last 2 years (2020-2022) regarding RMIT students’ sentiments towards Club Room and the reasons behind those impressions in terms of Facebook comments on RMIT Society Group, RMIT Confessions, Student Life’s Facebook page, Student Council and Student Ambassadors Team's Facebook page.

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• Data Collection & Analysis:

We identified relevant comments through the keywords “clubroom” and “room”, which we then captured through Listly and exported into Excel format. The data were translated into English and imported to NVIVO for analysis.

 

After conducting a Word Frequency Query and forming a Word Cloud, we found that some of the most common words used to describe Club Room were “privacy”, “dislike”, “unwelcomed”, and “inconvenient”. In addition, the Sentiment Analysis tool also revealed that the majority of RMIT students felt either negative or neutral about Club Room.

• Description:

Our Secondary Target Audience includes parents from 40 to 55 years old and prospective students from 16 to 18 years old. They live in Hanoi urban areas and show great interest in what RMIT has to offer in terms of facilities and environment to determine their choice of university. They would gather relevant information by attending tours, workshops, and RMIT Experience Day, as well as seek advice on RMIT-related social media such as RMIT Confessions and RMIT & Sinh Vien Tuong Lai.

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• Research Design:

Applying mixed methods of quantitative and qualitative secondary research, data within the last 2 years (2020-2022) about Club Room’s awareness level and significance amongst parents and prospective students were gathered through RMIT official website, relevant news, and academic sources, along with Facebook comments and posts on RMIT Society Group, RMIT Confessions, and RMIT & Cha Mẹ pages. 

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• Data Collection & Analysis:

After examining results with the keywords “clubroom” and “room”, we translated the data into English and registered them into NVIVO through Listly. Subsequently, we ran a Word Frequency Query to form a Word Cloud. The outcome indicated that Club Room had a lower awareness level among the secondary TA compared to other similar RMIT facilities.