Ethnography, Netnography, Grounded Theory and Phenomenology
Analysis and interpretation: Content Analysis, Thematic Analysis, Discourse Analysis and the 'General Analytical Procedure', Working with NVivo
Experiencing, writing, and presenting consumer data, working with market research agencies
Questions:
Assume that you work for a market research agency as the manager of the GEF account, responding
to a qualitative market research brief received from GEF.
Question 1 – Observation Research (500 words)
• GEF want to measure perception of the Freedom brand amongst both users
and non-users. Recommend the following:
• How would your agency use eye-tracking observation research in
local supermarkets to provide GEF with actionable insight into the
Freedom brand.
Question 2 – Netnography (500 words)
• GEF realise that since their original launch, consumers now use social
media extensively to talk about awareness of their brands. Recommend the
following:
o How would your agency use Netnography to provide GEF with
actionable insight into the Freedom brand awareness amongst its
stated target consumer segment on ONE of the following social
media platforms – Instagram, Twitter, Pinterest, or Facebook.
Question 3 – Content Analysis (500 words)
• GEF want to check the current health of their Freedom brand. Recommend
the following:
o How would your agency use Content Analysis to provide GEF with
key themes about the health of the Freedom brand, based on
comments from consumers made about the brand on any part of the
company’s website or social media channels.
Question 4 – Writing and Presenting Consumer Data (500 words)
• GEF are keen to use qualitative research methods to contribute to their
long term marketing strategy for Freedom sunflower oil:
o Present your ideas to GEF on any other relevant qualitative research
methods that your agency could use to support GEF’s future market
strategy planning for Freedom sunflower oil, with reasons.