COLLECTING SURVEYS : PRIMARY RESEARCH

COLLECTING SURVEYS : PRIMARY RESEARCH

I collected primary research for this project in order to gain a greater insight into how New Look is perceived as a brand first handedly, as opposed to always relying on secondary research. 
In order to collect primary research for this project I collected surveys in two different ways. 

1. Survey Monkey 

I decided to ask participants questions over survey monkey as I believed this would allow me to gather the largest number of quantitative responses. To achieve this I sent the link to my survey into various group chats as well as posting it onto my Snapchat and Instagram stories. Consequently this allowed for an anonymous response. In addition, completing my survey through a link took very little time at all which encouraged a large number of people to complete it. This resulted in a wide range of participants (72). 
These were my questions asked: 

Most of my participants were between 18-24

Most participants said that they do shop in New Look; this was surprising given that New Look is a failing brand 

Most people said that New Look is on trend, this is also surprising given that my research suggests otherwise 

Most people regard New Look's quality as neither high nor low. This reflects the outcome of my research given that the brand is known for its value for money, but it is also seen to be better quality than brands positioned below them on the brand positioning map such as Primark and Select.

New Look is clearly considered average value for money. If the products were better quality it would probably be considered better value. 

Interestingly, this result is 50/50

Most people argue that influencers do influence their buying decisions. This is likely due to the fact that my participants are mostly between the ages of 16-24 (who are more likely to use social media and follow influencers)

Most people look for on-trend items when buying clothes. New Look aim for all of their items to be on trend 

More participants believe that they would be more likely to buy everyday wear than going out clothes from New Look. This is likely in reflection to New Look being regarded as neither high nor low quality, as people are more likely to want to buy higher quality 'going out' clothes. 

My 10th question was: 'What would you suggest to improve New Look?' Consequently, as 72 answered my Survey Monkey survey, there was too many results to screenshot and put onto my InDesign document so I decided to make the answers to this question into a word cloud which is much more digestible to read, and it was also something different and aesthetically pleasing to incorporate into my report. When making this, I used the same font as the rest of my report as well as following the general colour scheme that was used throughout.

This was the outcome: 

2.  Survey questions asked to course peers

This method involved myself and other people on the course writing 3 or 4 questions on a piece of paper followed by everyone answering them anonymously. Consequently this resulted in a much narrower range of participants compared to my survey monkey survey as the participants were all similar in the sense that they were all 18 or 19 year old females, who study FMC in Sheffield. I took a photo of all of the New Look surveys including my own to use as primary research for my report.

In order to include these findings into my InDesign report, I needed to present the results in a more digestible way that was also aesthetically pleasing and cohered with the aesthetics of my document. Therefore I decided to create bar graphs using Illustrator. Consequently this also allowed me to develop my skill using Illustrator which will help me for future projects. These graphs included the font that I have used throughout my report as well as reflecting the colour theme I have used; pink and grey. This was the outcome (as presented on my InDesign document):