We're seeking to expand its user base by identifying and targeting a new customer segment. The current market is saturated, and the company aims to explore untapped demographics that could benefit from its unique features. The project involves conducting market research to analyze potential customer segments, understanding their needs, and evaluating how Jam's offerings can be tailored to meet these needs. The goal is to provide strategic insights that can guide the company in developing marketing strategies and product enhancements. This project will allow learners to apply their knowledge of market analysis, consumer behavior, and strategic planning in a real-world context. The tasks will include data collection, analysis, and the formulation of actionable recommendations.

The project deliverables will include a comprehensive report detailing the identified customer segment, their characteristics, and potential strategies for engagement. Additionally, a presentation summarizing the findings and recommendations will be prepared. The report should include data analysis, market trends, and a proposed action plan for targeting the new segment.