MASEM Research Consultation
Fall 2024 | Qualtrics, Eye-Tracking Software, Google Workspace, Canva, Hootsuite, Brand 24, Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Qualitative Research, Quantitative Research
MASEM Research Consultation Report
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What is this project?
During a semester long Communciations Research Methods course at the University of Tampa I worked for the University of Tampa’s Master of Arts in Social and Emerging Media (MASEM) program. My team, the Social Media Superstars, were tasked with addressing significant social media visibility and engagement challenges the program was facing. Our research consultation aimed to assess how MASEM could better connect with its target audiences, primarily Generation Z and Millennials, by evaluating current content strategies, platform trust levels, and engagement drivers. We were tasked with answering the key question, “How can UTampa MASEM improve social media engagement and awareness amongst Gen Z and Millennials?” This involved an in-depth examination of audience preferences and behaviors through both quantitative surveys and qualitative eye-tracking studies, culminating in actionable recommendations for enhancing the program’s digital presence.
How did I prepare?
To prepare for the project, my teammates and I developed a comprehensive research framework that integrated both secondary research insights and primary data collection methods. We extensively reviewed current social media trends and university communication strategies, which informed clear research objectives and targeted questions. We designed a mixed-methods research approach that included a Qualtrics survey administered to 58 participants, predominantly Gen Z, Millennials, Generation X, and a few Boomers. We coordinated eye-tracking interviews with two Gen Z students and one Gen X professor. This phase involved meticulously defining key conceptual terms and ensuring that our sampling methods (volunteer, judgmental, and snowball sampling) were robust enough to capture a diverse spectrum of user insights.
How did I put my plan into action?
In the execution phase, I coordinated the rollout of our mixed-methods research plan. I managed the distribution and monitoring of the Qualtrics survey, which gathered detailed responses on platform usage, content preferences (including polls, carousel posts, and testimonial videos), and engagement triggers. I also led the analysis using Crosstabs iQ to cross-reference generational responses—discovering, for example, that 90.57% of respondents were Gen Z, with significant insights into their preferences for trending and interactive content. Concurrently, I organized and conducted eye-tracking sessions where participants reviewed various MASEM social media visuals—from Instagram feed posts to LinkedIn infographics. By analyzing heatmaps, dwell times, and fixation counts, I was able to determine the visual elements that most effectively captured attention, such as the impact of bold colors, strategic text overlays, and the placement of key bio information.
What were my results and lessons?
The research yielded several actionable insights: Instagram and LinkedIn emerged as the most trusted platforms, with interactive features like polls and carousel posts proving to drive the highest engagement among Gen Z, while Millennials preferred more information-rich, educational content. Eye-tracking studies revealed that while graphics effectively grab attention, a strategic combination of graphics and photographs enhances overall engagement, with bio and highlight sections playing a crucial role in shaping first impressions. These findings translated into specific recommendations, such as optimizing LinkedIn profiles to showcase alumni success stories and using Instagram’s dynamic features (Stories, Reels, and interactive polls) to create a cohesive and engaging digital narrative. Ultimately, this project not only contributed to MASEM’s strategic planning but also reinforced the importance of a data-driven, mixed-methods approach in refining digital communication strategies and understanding diverse generational preferences.
