Scenario
Pro Skin* is a local business providing a range of skincare products and toiletries.
Under the present leadership of JOHN IMAGINARY SMITH, the company is aiming to become truly innovative. What’s more, the company has recognised a growing trend towards natural/organic products.
Recently, JOHN IMAGINARY SMITH has noticed a shift in consumer thinking – he had noticed that consumers are becoming more conscious on the ingredients within products and are seeking natural alternatives. Furthermore, he had also noticed that competitors are introducing new natural products as part of their offering that are designed to meet the changing needs and wants of consumers.
Pro Skin is constantly looking for ways to meet consumer needs by growing the business and expanding its product portfolio. However, JOHN IMAGINARY SMITH has little insight into the natural/organic beauty and personal care (skincare) market.
JOHN IMAGINARY SMITH knows that he cannot disregard the recent shift in consumer thinking, he needs better information if he is to plan for the future properly. The organisation wants to know if they should invest their innovative efforts in introducing a new range of natural/organic skin care products and whether it should be a core part of their positioning.
In light of the above, JOHN IMAGINARY SMITH would like you to conduct marketing research, which will help the development of a strategic plan and move the business forward.
*Pro Skin is a fictitious/imaginary name
YOUR TASK:
CUSTOM REPORT PAPER
In order to help JOHN IMAGINARY SMITH take a decision, you must carry out 2-3 semi structured interviews with consumers, as your chosen method of research. All students should design a research proposal, carry out their primary research, and analyse and present their findings.
Section A:
In this section, you will need to write a brief proposal for your qualitative data collection.
In your proposal, you must:
a) Define and describe the research idea/problem and research aim.
b) Write three objectives. Each objective must be clearly explained and justified.
c) Indicate where and when the data collection will take place.
d) Explain and justify your sampling approach.
e) Develop a suitable qualitative research instrument in order to gather data on the business problem noted above – this must be explained within the report; however all students are required to submit a FULL research instrument within the appendices. You must- Explain how the qualitative instrument was develop.
