Strategies for Creative Advertising AMN423 - Consumer Insight Report (ZzzJJJx: 3/8/2021)

Assessment 1: Consumer Insight Report

Assessment Details:

Weight: 25%

Length: 1,200 words (+/-10%)

Individual/Group: Individual

Due: Week 5, 11.59 PM (AEST), 29 August

Description:

Based on the following instruction, you are to use primary and secondary research to develop and justify consumer insight.

[Note: Assessment 1 and 2 are both linked to your chosen brand but with different purposes. The purpose of Assessment 1 is to generate consumer insight, and the purpose of Assessment 2 is to generate the big idea based on your findings in Assessment 1. Please do not mix them.]

Assessment Instructions:

To start with, please choose a brand with the following restrictions:

1) You must choose a brand from the ‘sportwear’ category (excluding Nike) as a focus of your Assessment 1 and 2.

2) The brand must have English campaigns targeting Australians.

3) The case in Assessment 3 is about Nike. You may use Nike examples to support your arguments in Assessment 1 or 2, but Nike should not be the focus in these two assignments.

The key questions you need to answer in this report are:

1) Where are we now?

2) Why are we there?

The key deliverables are:

1) Research based situation analysis

2) Consumer insight

There is no restriction on the structure of your report.

Suggestions for the evaluation criteria (not for the structure).

[Note: please see detailed CRA on Blackboard – Assessment/ Assessment 1]

1.0 Secondary Research (5 marks)

This primary research should add more insights to your current focal advertising challenges than the secondary research. The primary research should be qualitative research with someone you know and are willing to help (e.g., your classmates, friends, or family). Please explain your research method in the report and use the findings to support your arguments. Research methods you may use include:

· Academic journal articles

· Industry publications like AdNews or B&T

· Online databases like Warc

· Online resources like Mumbrella

· Other credible resources

2.0 Do some Primary Research (5 marks)

Adding to the secondary research, this primary research is used to explore more from consumers’ perspective. This should be a qualitative research with someone you know and willing to help (e.g., your classmates, friends, or family). Please explain your research method in the report and use the findings to support your arguments. Research methods you may use include:

· One-to-one in-depth interviews

· Focus group

· Observation in-store

· Do NOT do a survey

3.0 Develop your consumer insight (10 marks)

Based on your research, develop a consumer insight. This should include a statement of the consumer’s needs, desires, and aspirations that will most likely turn them on to the brand. Your rationales and justifications from the secondary and primary research are important.

4.0 Communication (5 marks)

This criterion includes your rationales and justifications - your reasons why your insight is the correct and compelling insight. This mark also includes your referencing and any spelling or grammatical errors.

References: All research sources should be clearly identified using APA referencing and a reference list must be included at the end.