Professional Documents
Culture Documents
Market Market
Raymond's Park Avenue beer shampoo ad 'Cheers to Man Hair' seeks to promote a new categoryRaymond's Park Avenue beer shampoo ad 'Cheers to Man Hair' seeks to promote a new category
Research problem
In-depth interviews
For determining the level of awareness about the company we can use Phenomenological Focus group discussion. For determining the level of awareness about the product we can use In-depth interview.
For determining the level of awareness about the product we will use Indepth interview for the following reasons. Would it not be better if you conduct FGD? In short span of time you will be able to get more information from respondents. Also more respondents can be covered that way. As it is a life style product, you will not have any serious issues for conduct of FGDs.
implement change, where at least one focus group is required to do so, and in some cases two are needed. The sooner researchers can identify an issue, the fewer resources it will spend on a flawed design.
II.
Here we can go with Unaided or unaided awareness approach. As the company it-self is very famous and its tagline The complete man is instantaneously recognizable
We require a general opinion, experience, outlook about the brand, the perceived image of the company. We need to know what the company is associated with in general. As we are conducting a Focused Group Discussion we need to select certain topics for the discussion amongst the participants so the broad topics of discussions or questions could be as follows:I. II. III. IV. V. VI. VII. VIII. IX. Overall reputation Quality and appeal of products or services Convenience (location, hours, etc.) Sales and marketing effectiveness could you be more specific, you mean promotional efforts? Or anything specific in promotion? Customer service Delivery Timeliness these three are taken care by the retailer and it is FMCG Costs Resolution of problems and complaints
For getting an insight about the brand we can pith the following topic:I. II. III. Is the brand seen as a macho brand or not? Is it a low cost player or does it cater to the luxury segment? look into the price. What do they understand by the tagline The complete man, can you relate that with a shampoo?
For the product, Beer Shampoo it-self we can pitch the following questions in the In-depth interview:I. II. III. IV. V. VI. VII. VIII. Do they make a conscious effort to groom themselves and why? How much they pay or are willing to pay for men grooming products? What are their current preferences for hair care? Are they surrogate users that is, are they comfortable using women shampoo? What they think are the ingredients that are good for their hair? How much they are willing to pay for a hair-care shampoo? Do they have any negative connotation surrounding beer as an ingredient? How aware are they about the benefits of using beer as an ingredient for their shampoo?
Are there deviations from these patterns? If so, are there any factors that might explain these deviations? How are participants' environments or past experiences related to their behavior and attitudes? What interesting stories emerge from the responses? How do they help illuminate the central question(s)? Do any of these patterns suggest that additional data may be needed? Do any of the central questions need to be revised? Are the patterns that emerge similar to the findings of other studies on the same topic? If not, what might explain these discrepancies?
First of all, I will transcribe the focused group discussion as well as the interviews. However, the most prominent problem of qualitative analysis is the validation aspect. In order to validate the transcription of group discussion and the interviews, we will approach an expert who will listen to them and validate the transcribed document. The second stage of analysis involves frequency count of words. We will do the frequency count of repeated words to come up with a theme. For, example if the word brand was used with the highest frequency then we can say that the focus is on brand. The third stage of analysis is finding out the sub-themes and main themes. Some of the sub themes that emerge from the study can be conglomerated to form a theme. For example, a theme likely to emerge can be importance of ingredients in branded products.