The document discusses the importance of conducting both primary and secondary research. It states that primary research involves setting up your own research like questionnaires, focus groups, or online forums to get first-hand opinions from the public. Secondary research uses existing data and statistics from other sources to help design something successful more quickly. The document then outlines a research plan to study public perceptions of Old Spice, including distributing a questionnaire to gauge reactions to Old Spice ads and convening a focus group of classmates to discuss Old Spice branding. Sample questions for both the questionnaire and focus group are provided.

1. Louis Kaplan

2. Purposes of research

 It is important to carry out more than one type of
primary research. This is because you can get a
broader understanding of what the demographic like
and dislike.
 Carrying out more than one type will also allow
different opinions to be herd against one another and
see if mindsets can be changed with a simple group
discussion.
 It is also incredibly important to advertise not only to
get your product seen and recognized but create a
brand image which sets the product above the rest.

3. Primary research

 conducting primary research consists of research that
you have set up/conducted yourself to find out first
hand what the public’s likes and dislikes.
 This is usually Questionnaires, focus groups online
forums.
 Pros & Cons: Questionnaires are good for a personal
view on a subject but can be very overwhelming.
Focus Groups are a more open and interesting but
can be quite daunting. And Online Forums are great
for getting a more public reaction although it’s a
very small range of people who use online forms.

4. Secondary research

 Secondary research is when information and statics
that other people or company's have taken out, helps
you to find out what you need to create something
successful.
 It also makes research much faster than having to do
all the research just by yourself and it can help get an
outside opinion on something that you perhaps
hadn't thought of.

5. Research plan

 Public questionnaire – Asking the people of Kingston
on what they truly think of the Old Spice
adverts, and brand.
 Focus group – Talking to my form about Old Spice
and getting all of their opinions an seeing what ideas
I can get from bouncing the brand and adverts
around them.

6. Questionnaire

 Does the use of humor in the adverts make the
overall product more appealing?
 If you have ever bought the product do you think
that it’s a. Suitably priced b. Smells good
 Did the rebranding of the product work
successfully, if so why?
 What do you associate the Old Spice brand with?
 Would you ever buy the product?

7. Focus group

 Which advert is the most effective? And why?
 Do you think it is aimed at one specific age or a
range of different ages?
 Do you think that it smells nice and is worth what it
cost’s?
 From watching the adverts and smelling the product
would you ever buy it?
 http://www.youtube.com/watch?v=owGykVbfgUE
 http://www.youtube.com/watch?v=LCl5uyn5K7k