Research Methods: Interviews + Surveys

• What are you trying to find out?
• What is the best method to use?
• Who should my participants be?
• How can I gain access to appropriate participants?
• What are my biases about the topic?
• How can I avoid by biases not being reflected in my research methods? 

ALL INTERVIEWS SHOULD BE DONE ONLINE  (due to Covid-19) e.g. phone, email, surveys, zoom calls etc.

• You can ask: fellow students, family/friends, social media users, company staff etc.
• Avoid the use of leading questions.
• Test your research questions.
• Submit your questions for review- required as part of ethics process.

Tips

• INTERVIEWS: individual or small group questions and answers. Good for gathering in-depth information and opinion on specific subject.
• FOCUS GROUP: semi-structured interview with 3-5 people. Good for discussing common topics - participants can compare and contrast.
• SURVEY: series of structured questions ) open, multiple choice etc). 

Research: Primary & Secondary Market Segmentation, The 5c's

Maison Margiela Fall"20 -  Watch it ,Take notes.

Primary research for brand analysis board and consumer profiling boards. 

•  Photography: Store placement on high streets or other, street style (what people are wearing), artistic approach (what art, architecture, posters, colours, textures visualize your brand).
• Styling: Style looks that work for the brand or a collaboration you have created.
• Illustration: draw looks, store windows, logos, adaptations and movements.
• Collage; using secondary imagery to create something primary.
• Audio: Make a playlist or record sound that go alongside your brands. 

Market Segmentation - seeks to identify targeted groups of consumers to tailor products and branding in a way that is attractive to the group.

Ways Of Analysing Consumers

• Geographically: by region or area
• Demographically: age, gender, family size, income, or life cycle

5C'S: COMPANY, CUSTOMERS, COLLABORATORS, COMPETITORS, CLIMATE.