ESTG - Mestrado em Engenharia da Conceção e Desenvolvimento de Produto
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- Launching Innovative products to the marketplace: a strategic marketing plan for the ADHD Data Bracelet “App”Publication . Alsalem, Ahmad; Rodrigues, Susana Cristina Serrano FernandesAttention Deficit Hyperactivity Disorder, better known as ADHD, is a neurodevelopmental disorder that causes inattention, or excessive activity and impulsivity in people affected by it. Nowadays, 5-8% of global children and 4% of the adult population have ADHD. This disorder can cause a sense of inadequacy and discomfort, especially in young people who begin school and approach social activities. Common symptoms include restlessness, difficulty in focusing or staying organized, and impulsivity. Those with an ADHD diagnosis also exhibit difficulty sitting still or engaging in quiet activities. An individual may be diagnosed with one of the three different presentations of ADHD: predominantly inattentive, predominantly hyperactive-impulsive, or a third a combination of both.1 Research objectives: a) In-depth understanding of the ADHD disorder. b) Product design of the ADHD Data Bracelet App. c) Develop a strategic marketing plan through market analysis and a questionnaire for ADHD experts that aims to understand if the product designed can be a good tool to address ADHD issues. Therefore, it is important to develop a product that would help people with ADHD, in the hopes of improving their quality of life. The current research attempts to develop a strategic marketing plan for an ADHD mobile application. This product will contain information about ADHD based on data from psychologists, doctors, neurologists, and behavior coaches/experts. The app will be used by parents and teachers to help them better understand this disorder and its effect on children’s behavior both at home and in school. The app will be connected to a bracelet (like a smartwatch). Parents and teachers insert tasks and activities and will program the notification/alert system of the bracelet. The bracelet user will sense a pulse or ring to remind him/her of a task. At the end of the day, the app displays whether the tasks required for that day were performed by the child. This determines whether the child receives a reward. The app is programmed to send a notification at random to the bracelet. The bracelet will receive the name and image of emotion. The app will display information about a specific emotion. Parents can now explain the image that appeared in the notification of the bracelet. This feature of the product will make children learn and understand more about emotions, and later, be able to express themselves better. The app will contain a “discussion area” to connect parents and teachers with mental health professionals. Everything related to ADHD can be asked, and the mental health professional will provide help. Parents can also share their experiences and advice with other parents. The methodology used to develop this thesis is based on primary and secondary data, it has a strong base of literature such as academic paper, articles, books, videos, and it is also based on the data collected through a questionnaire submitted to 34 ADHD experts. The questionnaire is made of 16 questions focused on the app features and characteristics that the expert has to valuate as effective or not effective to address ADHD specific issues. Another objective is that of understating if the doctor or the psychologist that treats ADHD is willing to use the product to test its effectiveness. For the ADHD innovative app to succeed in the marketplace, it is important to draw a strategic marketing plan, to understand the environment, the market, the competition, and potential customers (segmentation and targeting) to develop the product SWOT analysis, contextual analysis (PESTEI), the market value and the marketing mix (4Ps) as well as a schedule for launching the product.