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. 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.
5. 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?
6. 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
