10599314

Task 1
Qualitative Research is the initial research of a subject and/or concept to
gain an understanding of:
Reasons why subject/concept is the way it is
People/audience opinions towards subject/concept
Qualitative Research examines the why and how of a subject/concept and
provides insights either into the problem, or provides insights to help
develop ideas [2]. Qualitative research is also used by companies to
uncover trends in thoughts and opinions. Qualitative research uses many
different research methods to achieve this, using unstructured or semistructured techniques. Common methods used in Qualitative research
include focus groups, individual interviews and participation/observation.
Qualitative research in its simplest form is Observation, where the
researcher
just
observes
the
subject/concept
in
its
natural
environment/behaviors. For example, a scientist will watch and observe
animals in their natural habitation, without interacting with them, to figure
out and gain knowledge of that species. However, Qualitative research
isnt just observation but also collective group discussions where several
researchers come together to discuss their findings and analyze them. For
example, several researchers researching about classroom learning and
the education system will observe several classes in a variety of schools
to broaden their collective data, coming together to compile their findings
in group discussions.
Quantitative research is usually done with scientific methods, emphasizing
objective measurements and the statistical, mathematical or numerical
analysis of data collected through polls, questionnaires, surveys, or by
manipulating pre-existing statistical data using computational techniques.
Quantitative research can be used, for example, in finance. In finance,
Quantitative research is used in the stock markets to develop models to
price complex trades.
One of the key differences between Qualitative and Quantitative research
is flexibility, Qualitative research being more so than Quantitative.
The main difference between Qualitative and Quantitative research is that
Quantitative research is a deductive, objective process of inquiry whereas
Qualitative research is an inductive, subjective process of inquiry [1].
Task 2
Coca Cola producers might use Qualitative research methods such as
interviews to find out what customers do/dont like about their already

Due: W-02112016 23:00

10599314
existing products as well as online surveys and questionnaires to reach a
wide audience for feedback to use and take into consideration for
planning a new product.
Coca Cola producers will use Quantitative research methods to design the
shape and size of their new product, depending on the data and statistics
from the surveys and questionnaires from their Qualitative research,
before even making experimental products for further Qualitative research
methods such as audience participation (trying out the new product) and
receiving feedback before going back to Quantitative research to improve
the product, and repeating this until they are happy with the finalized
product before releasing it to the public to be sold.
McDonald's producers will use similar research methods as Coca Cola but
for a different market for example, the fast food market rather than the
fizzy drinks market that Coca Cola is known for, but rather than using
audience participation to try out their new product, they will use food
critics to give direct feedback on their products, before announcing the
new product through marketing and the internet.
However, both Coca Cola and McDonald's will observe and collect data
from their new products to see how much profit its making, how many of
it are getting sold based on the location and whether their products are
well liked and received in each area.
Task 3
Belongers are people who fit the mainstream, stereotypes of middleclass society and are reluctant to take risks that would change their
everyday lives, and are generally traditional in their outlooks and habits,
preferring to blend in with the crowd rather than stand out. Belongers
generally like the same things as everyone else, and/or whats currently
popular.
One example of an advert that would appeal to Belongers is the iPhone 7,
as well as appealing to Explorers. iPhone itself as a brand is pretty popular
worldwide so the idea of a newer and better model would appeal to
Belongers.

Due: W-02112016 23:00

10599314

Achievers are people who have been successful and prosperous in life,
and have either achieved something small that matters to themselves or
the community or have achieved something big that contributes
to/changes society. Achievers are the general target of most advertising
as they are supporters of technology, and they tend to be materialistic,
hard-working, oriented to fame and success, and comfort living [4], such
as cars.
Honda CR-Z Hybrid TV advertisement: https://www.youtube.com/watch?
v=DkQ_NmlYcmo
As well as the iPhone 7, the Honda CR-Z Hybrid appeals to Achievers
because it shows an advance in technology at the beginning, describing
the car as the product of the mix of fire and ice in perfect balance and
harmony, as well as providing the level of comfort living that they are
used to/ strive for.
Socially Conscious people are more tuned into their surroundings than
others and are highly aware of social issues, as well as being generally
more politically active than people who fit into the Belongers category.
Socially Conscious people are also, more often than not, optimistic, and
have positive attitudes, affecting their personal outlook on life and what
adverts appeal to them.

Due: W-02112016 23:00

10599314
Adverts and posters relating to charities appeal to the socially conscious
heart and mind, using personification like I am not a rug or in this case,
I am not medicine to pull them in.

Aspirers is the name given to people who aspire a better life and aspire
to be Achievers but arent sure of how to get there. Many aspirers aim to
be prosperous, much like how achievers are, seeking status from their
actions either on the internet or in the outerweb. A lot of advertising is
also aimed at Aspirers as they are seen as future Achievers.

Due: W-02112016 23:00

10599314
Advertisements such as apprenticeships appeal to Aspirers because its
one of many options and routes to becoming an Achiever, gaining the
qualifications they either need or want, and also gaining a nationally

recognized qualification.
Experientials are risk takers and enjoy the thrills in life, whether it be
camping in the forests far away from civilization or diving out of a
perfectly good plane. Unlike Belongers, experientials tend to prefer to
stand out rather than blend in with the crowd.
Thrills such as roller coasters appeal to the curiosity of the adventurous
child in Experientials and also most, but not all, experientials love of
horror. Thorpe Parks SAW ride combines these two concepts, making it
especially appealing to Experientials.

Due: W-02112016 23:00

10599314

I-AM-ME is a category that people, mostly young teens, fit into. They
often define themselves better through action rather than words, and tend
to be dramatic and impulsive. I-AM-MEs are seen as youthful, energetic
and demanding in life, and are usually up to try anything at least once.
Advertisers who are trying to appeal to I-AM-MEs try to give their products
the sense of being out there and different, which I-AM-MEs aim to be.
I-AM-MEs like to be different, even from other I-AM-MEs and one thing
that is common in most of these people is the desire to discover
something no one knows about for example a Cafe. Bubble tea is quite
popular and most people either know of Yobu or frequent it, but Tealith,
another Bubble Tea Cafe, is quite unknown despite its amazing bubble tea
selection. Being a new cafe that hardly anyone knows about is where its
at with I-AM-MEs so adverts for a new cafe about their products that
hardly anyone knows about or has tried appeals greatly to people in the IAM-ME category.

Due: W-02112016 23:00

10599314

Explorers are creative, much like I-AM-MEs, but are also prosperous like
Achievers. Explorers are willing to try different products and different
things from what they like and/or prefer.
Explorers are very true to their name, as they like to explore literally
everything, from the highest mountains of the world to the deep sea of
earth, so its no surprise that adventure adverts, for example, appeal to
Explorers.

Due: W-02112016 23:00

10599314

[1]
http://www.snapsurveys.com/blog/what-is-the-difference-betweenqualitative-research-and-quantitative-research/
[2]
https://www.google.co.uk/?
client=safari&channel=mac_bm&gws_rd=cr&ei=Ynv3V6NzhbqxAfnLutgK
#channel=mac_bm&q=qualitative+research
[3]
https://en.wikipedia.org/wiki/Quantitative_research
[4]
http://www.context.org/iclib/ic03/srivals/

Due: W-02112016 23:00