Informed observation, research and data analysis enables marketers to identify and target consumers more effectively. You are a fashion marketing consultant working for a range of clients that operate internationally. Your client needs fashion intelligence on a specific fashion consumer segment and your task is to research and analyse consumer motivations and behaviours in two countries (US and UK) and produce a consumer behaviour fashion insight report informed by theoretical concepts and business indicators as well as your own consumer behaviour research.
You will select one fashion consumer segment that reflects age, attitude or both:, Young urbanites
You will apply consumer behaviour and psychology theories, including crosscultural theories, to inform the design of research on your consumer segment. You will use secondary (databases, industry reports) and primary research (surveys/interviews/focus groups/observations) and analyse the findings according to research protocols. The research should include (but not be limited to) the following consumer details: lifestyle, motivations, trends, influences, psychographics, consumer behaviour, national identities and cultural norms enabling you to produce a realistic consumer portrait for the segment in two different geographic locations showing the similarities and differences of consumers. You will present an overview and decision trail of your methods and an analysis of your research findings that clearly identify the segment’s needs according to each specific market to develop actionable insights and explicit recommendations for your client that will add value for customers and their business.
REPORT PRESENTATION (Essential including things)
The illustrated report will comprise the following sections:
- An Executive Summary of the scope and key findings of the research (not included in the word count).
- An introduction to the consumer segment in each location that includes infographics and detailed pen portraits for each location.
- A summary of secondary (published) research data on the segment that highlights key market metrics. This should refer to demographics, psychographics, sociocultural and economic factors. For example, market size, consumer lifestyle and identity, market share, shopper behaviour and consumer decision making process highlighting likely motivators instore and online.
- Presentation of methods and key findings from primary research in each location.
- Conclusion that summarises the consumer segment’s key motivators, needs and future opportunities by way of actionable insights and explicit recommendations for fashion businesses to engage consumers in each location (some recommendations may be for both markets and some may be adapted or location-specific).
- An A3 summary visual key consumer insight board for each location that communicates your research and findings on consumer behaviour (total 2 boards). The consumer insight board should show consumer attitudes identity and lifestyle, and may feature key data, quotes and images of consumer lifestyle, aspirations/influencers, shopping habits and social media for the selected segment.
- Appendices to include the research decision trail and copies of research instruments e.g. interview/focus group guides (not included in the word count)
Sample Solution
