GR#13-090923399

This course is "Marketing Research". Please read the PDF (Lec.6(Surveys II)) file carefully in order to answer the following questions

The following is the background of this task:

Prompt

In 2022, consumers are “swimming” in a sea of brands – there are thousands of brands that they interact with on a daily basis. And for every choice that they make in life, there are dozens of options out there – from insignificant decisions such as what to eat and wear, to more important ones, such as where to live or what to drive. Unlike in years past, where consumers may have only had a few selections to pick from for their needs, today the problem is quite the opposite – there are simply too many choices!

Thus, for any brand to stand out, one thing it must be able to do is speak to the consumer in a socially and culturally relevant way. Brands that fail to do so often get lost in the shuffle, while those who are successful at communicating with the consumer often experience great success. To this end, below are four brands that are trying to better communicate with their consumer in 2022:

Hot Pockets (This is the brand to research)

Life Cuisine

Coffee Mate Natural Bliss

Chameleon Cold Brew

The overall question that we will be seeking to answer throughout this project is:

“How can we ensure that these brands are socially and culturally relevant in 2022?”

We are specifically interested in understanding each brand’s:

1. Social Relevance – The brand’s ability to be at the forefront of consumers’ minds (i.e., Is your brand one that is being talked about by consumers?)

2. Cultural Relevance – Deeper, lasting cultural meaning carried by the brand (i.e., What does your brand stand for, in the minds of consumers?)

As a result, your team will be helping these brands to better understand their current social/cultural situation, and how they can take steps towards increasing their footprint with their target audience. In order to do so, you will be completing three parts to this project:

Focus Group & Survey:

To better understand your consumers’ experience with your assigned brand, along with exploring methods to improve social/cultural impact with these consumers

Presentation:

To share these insights with others, along with actionable solutions moving forward

The specific requirements this time are:

1. A brief introduction

At the start of your Survey, please include a small paragraph introducing your topic, along with the purpose of your inquiry. This will help participants to better understand what they are completing

2. Design 10 survey questions about culture relevance

What is your brand’s cultural meaning today? How does your brand fit into the cultural landscape of 2022? Does it fit in, to begin with? Is your brand’s cultural meaning one that resonates with current consumers? If it is(n’t) resonating, why is this the case? How does this cultural footprint stand out from competitors’?

(The 10 questions should include some way of asking questions about the type of PDF page 30, use 7 intervals)

Survey Logistics

Length: ~15-20 questions

Platform: Qualtrics, SurveyMonkey, Google Forms, etc.

You are free to select any platform that you’d like to conduct your survey, but I would highly recommend one of the above three for your purposes (especially either Qualtrics or SurveyMonkey).

Survey Flow

Introduction

Beginning

I would recommend asking several demographic questions at the beginning: Age, Gender, Race, Religion, etc. Gathering such demographic info will allow you to later see if there are differences in perspectives, based on such characteristics (e.g., perhaps Asian Americans’ view towards Life Cuisine is different from that of Hispanic Americans’).

Middle

After you obtain some basic background information, this is where you should include your main questions of interest.

End

Briefly thank your participants for completing your survey. Consider including an open-ended question where participants can leave feedback regarding their thoughts on the topic, perhaps providing insight not already captured by the other questions.

Survey Deliverable

Please have one group member submit your survey link to Canvas by 2/16, 11:59 PM.

Post-Survey: Data Collection

After finishing your Survey, you will be tasked with collecting data. Feel free to ask people in your social sphere to complete it (e.g., friends, family, coworkers, peers, etc.).

You will need at least n = 50 participants for quality data analysis later on. I would recommend completing data collection by week 9, so that you have some time to analyze the data and think through how to present your results (as will be discussed later on).