Questionnaire Draft

-Age

-Gender

-Marital Status

-Number of Children

-Preferred Clothing Shops

-Earnings; 0-45k, 45-60k, 60-100k, 100k+

-Leisure activities; Gym, Running, Swimming, Cycling, Other

-Have you heard of GAP

-What do you think of GAP

-Have you bought anything from GAP

-Do you like their advertising campaigns and why

-Would you purchase GAP products in the future

-Who else would you purchase GAP alternative products from

I will be taking this draft to a focus group I plan on holding Tuesday before I send this out.

 

Evaluating Data Research

Cost, frequency, physical characteristics are numeric data, part of numeric analysis.

Analysing words which can be written or spoken and also include questionnaire data, interviews and documents are textual analysis.

Textual analysis is what I will use for my campaign. Analysing content data by reducing large amounts of unstructured textual content into manageable data will allow me to collect all the relevant data from questionnaires and evaluate. I will be breaking the text down using key words to see if there are any patterns and similarities. These key words will be put in the questionnaire for example; Gender, Age, Job, Marital status, Parental status which will help form groups of data to then evaluate and find any patterns and differences.

Better Evaluation, 2016. Analyse Data [online]. Available at: http://betterevaluation.org/plan/describe/look_for_patterns. [Accessed 29 January 2016].

Market Research Surveys

notes;

*Buying habits

*What they think of your product

*Ask questions to test branding and name, to check market position

*Age, Gender, Marital status, Earnings, Number of children, Preferred clothing shops, Leisure activities they enjoy to organise your data accordingly.

*Keep it short and sweet

*Explain what you intend to do with the results, make customers answering the questionnaires feel important. Follow up with information found and get them involved further.

Smart Survey, 2016. Market Research Questionnaire [online]. Available at: https://www.smartsurvey.co.uk/market-research-questionnaire. [Accessed 19 January 2016].

 

Questionnaire Research

Survey Monkey notes;

*Brand tracking can help with advertising campaigns

*Find out what customers feel about your brand before launching a campaign

*How familiar are customers of your brand

*How often do they use your brand

*Ask customers if they are planning a purchase of your product or service in the future

*Who are your major competitors

*Ask who else do your customers buy from

Marketing Donut notes;

*Questionnaires and surveys are great tools to understand your customers. Carrying out fresh surveys keep you in tune with your customers wants, needs as well as product problems and improvements.

*The key is to ask the right kind of people the right questions and that your asking enough people to gain a true amount of data.

*Legal issues to be aware of when conducting market research! Do not influence the customers answer *** need to read further on this.

The Marketing Donut, 2016. Questionnaires, surveys and focus groups [online]. Available at:http://www.marketingdonut.co.uk/marketing/market-research/questionnaires-surveys-and-focus-groups. [Accessed 19 January 2016].

Survey Monkey, 2016. How a brand tracking survey can help with advertising campaigns [online]. Available at: https://www.surveymonkey.com/mp/brand-tracking-surveys-better-brand-advertising/. [Accessed 19 January 2016].

 

Gap Campaign Images Research

To gain some inspiration I looked at images on a Google search engine for all Gaps previous campaign posters. I created a collage of them for reference.

GapResearch

Doing this has given me a great insight of how they advertise which I can use when designing my posters. I have been considering what background colour to use, space, clothes style, colour etc and these images all show variation in this but each poster is minimalistic, clean and to the point. I love their style!

Image1- Laura Rosenfeld, 2015. Gap wants you to ‘Dress Normal’ in its fall marketing campaign. Here’s why you shouldn’t [online]. Available at: http://www.techtimes.com/articles/13714/20140822/gap-dress-normal-fall-2014-marketing-campaign.htm. [Accessed 23 January 2016].

Image2- Wendy Lam, 2009. GAP Spring/Summer 2009 Ad Campaign [online]. Available at: http://nitrolicious.com/2009/06/04/gap-spring-summer-2009-ad-campaign-more-pics/. [Accessed 23 January 2016].

Image3- Marija Ivanovic, 2015. Gap’s New Campaign: ”Be Bright” [online]. Available at: http://www.brandingmagazine.com/2012/02/16/gaps-new-campaign-be-bright/. [Accessed 23 January 2016].

Image4- Shirley Brady, 2011. Gap’s New Global Brand Story: Denim, Design, Food Trucks and a Dog Named Louie [online]. Available at: http://brandchannel.com/2011/08/01/gaps-new-global-brand-story-denim-design-food-trucks-and-a-dog-named-louie/. [Accessed 23 January 2016].

Image5- Andreas Ohlund, 2013. TANZ WATSON FOR GAP “FIT DENIM” SS’13 CAMPAIGN [online]. Available at: http://citiboyswag.blogspot.co.uk/2013/04/tanz-watson-for-gap-fit-denim-ss13.html. [Accessed 23 January 2016].

Image6/7-Kpriss, 2011. Anja Rubik, Jac Jagaciak Gap Spring 2011 Ad Campaign.Flare Jeans The New It [online]. Available at: http://stylefrizz.com/201101/anja-rubik-jac-jagaciak-gap-spring-2011-ad-campaign-flare-jeans-the-new-it/. [Accessed 23 January 2016].

Image8- ONE SMALL SEED, 2014. GAP PRESENTS ‘LIVED-IN’ SPRING CAMPAIGN [online]. Available at: http://www.onesmallseed.com/2014/05/gap-presents-lived-in-spring-campaign/. [Accessed 23 January 2016].

Image9- Ni for enVie, 2011. Let’s GAP Together [online]. Available at: http://envie2011.blogspot.co.uk/2011/02/lets-gap-together.html. [Accessed 23 January 2016].

Image10- Anna Sanina, 2012. Gap Teams up with Fashion Bloggers to Show What it Means to Be Bright [online]. Available at: http://popsop.com/2012/02/gap-teams-up-with-fashion-bloggers-to-show-what-it-means-to-be-bright/. [Accessed 23 January 2016].

Image11- justjared, 2007. Gap Holiday 2007 Ad Campaign [online]. Available at: http://www.justjared.com/photo-gallery/753111/gap-holiday-2007-ad-campaign-09/. [Accessed 23 January 2016].

Image12-ASI MOD, 2015. AD CAMPAIGN: Xiao Wen Ju for GAP, Holiday 2015 [online]. Available at: http://asianmodelsblog.blogspot.co.uk/2015/11/ad-campaign-xiao-wen-ju-for-gap-holiday.html. [Accessed 23 January 2016].

Image13- madeleine, 2010. GAP Campaign [online]. Available at: http://nextmodelsblog.blogspot.co.uk/2010/07/gap-campaign.html. [Accessed 23 January 2016].

Image14- Denimology, 2010. Gap Spring/Summer Ad Campaign [online]. Available at: https://denimology.com/2010/03/gap_springsummer_ad_campaign. [Accessed 23 January 2016].

Image15- art8amby, 2010. GAP Spring Summer 2010 Ad Campaign [online]. Available at: https://art8amby.wordpress.com/2010/02/28/gap-spring-summer-2010-ad-campaign/. [Accessed 23 January 2016].

Image16-CLAIRE ATKINSON, 2007. Gap Tries a Somewhat Old-Fashioned Campaign [online]. Available at: http://www.nytimes.com/2007/08/03/business/media/03adco.html?_r=0. [Accessed 23 January 2016].

Image17- starworksartists, 2012. STYLIST CHALLENGE: ANNA DELLO RUSSO’S FASHION SHOWER [online]. Available at: http://www.starworksartists.com/blog/article/stylist-challenge-anna-dello-russos-fashion-shower/. [Accessed 23 January 2016].

Image18- art8amby, 2010. Gap Jeans Fall Winter 2010 Ad Campaign [online]. Available at: https://art8amby.wordpress.com/2010/07/14/gap-jeans-fall-winter-2010-ad-campaign/. [Accessed 23 January 2016].

Evaluating Data

I’m loving the idea of focus groups, these will enable me to not get too caught up in what “I” want this campaign to be and having people in the focus group who are my target audience I think will benefit my campaign. This is about what Gap and their customers want after all.

I will email Jools and ask him about this. If it can’t be worked into class sessions then I can always arrange them during lunch or a day where we’re not in Uni.

I’ve been looking into Survey Monkey to turn my questionnaire into a link which I can share on social media (I have Facebook and Twitter which I can use to start with) or email. I can monitor the feedback via Survey Monkey, I’m not 100% sure this is completely free yet, this is something I’m looking into further. Once I have collected all the feedback I will break it all down using key words and themes and look for patterns. In the questionnaire I will include sketches of my idea’s with a detailed description to give the person a picture of what I’m thinking for the campaign, I will then measure there feedback against this and improve or scrap the idea. It will be interesting what kind of feedback comes back and what people think of Gap and what they want to see in their next campaign.

Survey Monkey, 2016. Analyze [online]. Available at: https://www.surveymonkey.com/analyze/sbfmpME1xFfEBd9yvrI6oWZ1Mp269OcCpK7qUQ4_2FMJo_3D. [Accessed 21 January 2016].

Workflow

In order to try and get my head around the whole project I Googled technological investigative processes, which is mentioned in what’s needed for my presentation, for me this is killing two birds with one stone (not literally).

I am looking for something not only relevant to my assignment but also something I can put into practice going forward which means it needs to suit me and my work flow. We all have our own way of working and mine is very much an individual creative style which can not always be done in the most effective order.

I liked the article called “Overall DF Investigation Process by Corey Harrell” because he makes a valid point! “the first things you should try to do is understand the overall process. If you want to plant a garden you don’t just dig a hole in your yard, throw in some seeds, and hope for the best. If you want to learn how to fish you don’t buy fishing equipment at a local store then go to the closest body of water to toss the equipment in. These approaches may result in some of the plants growing or catching a fish after the fishing pole knocked it unconscious but most likely the majority of the time these approaches will fail. The reason for this is because both approaches just tried to wing it instead of first trying to understand the overall process.” [Corey Harrell, 2010]. Winging it is very much me. This maybe for forensic research but I found it easily adaptable to suit my aims and goals set out in this competition.

I used some of his points to create my own workflow for this project which is in my Prezi presentation.

GapSS2

Corey Harrell, 2010. Overall DF Investigation Process [online]. Available at: http://journeyintoir.blogspot.co.uk/2010/10/overall-df-investigation-process.html. [Accessed 20 January 2016].

Image- Justin Fowler, 2014. How to save your next great idea (you never know when you’ll need it) [online]. Available at: http://thenextweb.com/lifehacks/2014/04/10/save-next-great-idea-never-know-youll-need/. [Accessed 20 January 2016].

Edited April 5th 2016-

After receiving feedback from Deb I am now attaching a link to my Prezi presentation.

https://prezi.com/-bpa-reh8ooz/gap-campaign/#

 

 

 

Questionnaires

I have found some great websites on questionnaires and how to create one to get what information I need for my campaign.

https://www.surveymonkey.com/mp/brand-tracking-surveys-better-brand-advertising/

This website has an article on brand advertising which is very interesting. It isn’t directly relevant to my campaign but raised some interesting points to consider on brand tracking and awareness, for example,  How familiar are customers with your brand? How often do they use you? and if you mentioned jeans (in my case) would the customer mention your brand without any brands being listed for them to pick from?

https://www.smartsurvey.co.uk/market-research-questionnaire

This website I found very helpful and has a great quote.

“Come up with several ideas for marketing campaigns and test them out before committing to just one; find out whether a road-side advertising billboard is still going to be effective or if nowadays a simple online banner ad will have more effect; which wordings get the best reactions, should you spend more money on this aspect of the campaign or that … online questionnaires are the perfect tool for capturing this information.”

This has a whole section on doing it yourself and gives some great pointers on how to create a questionnaire like work smart, not hard 🙂 This article I found very helpful and will be using this to help create my campaigns questionnaire.

http://www.marketingdonut.co.uk/marketing/market-research/questionnaires-surveys-and-focus-groups

This website has some useful information on market research techniques, accuracy and it talks about focus groups. I love the idea of focus groups and I have a few target audience people in my Uni year, I’m strongly considering taking this further and asking Jools about using some of the time in one of our Tuesday afternoon sessions for a focus group meeting to discuss my campaign. Maybe, we all could have a time slot!? It would be good to discuss what I want to put in my questionnaire and feedback on this, maybe I miss a great question or word a question wrongly or have a completely irrelevant question in there…

The Marketing Donut, 2016. Questionnaires, surveys and focus groups [online]. Available at:http://www.marketingdonut.co.uk/marketing/market-research/questionnaires-surveys-and-focus-groups. [Accessed 19 January 2016].

Smart Survey, 2016. Market Research Questionnaire [online]. Available at:https://www.smartsurvey.co.uk/market-research-questionnaire. [Accessed 19 January 2016].

Survey Monkey, 2016. How a brand tracking survey can help with advertising campaigns [online].Available at: https://www.surveymonkey.com/mp/brand-tracking-surveys-better-brand-advertising/. [Accessed 19 January 2016].

 

 

Data Collection

I plan on using questionnaires and surveys to gather the information I require for this campaign and analyse. I will put together a questionnaire to people around my own age (34) and younger via my Facebook page and ask for it to be shared to gain further research. These questionnaires could also be printed off and handed out around campus, or emailed, there are so many ways questionnaires can be distributed to gain data and this is why I decided on using them. But! What is the difference between questionnaires and surveys?

Definition of questionnaire in English:noun- A set of printed or written questions with a choice of answers, devised for the purposes of a survey or statistical study.

Definition of survey in English:noun-

1, A general view, examination, or description of someone or something:the author provides a survey of the relevant literature

1.1, An investigation of the opinions or experience of a group of people, based on a series of questions:a survey conducted by Gardening Which?

2, British An act of surveying a building:the building society will insist that you have a survey done

3, An act of surveying an area of land:the flight involved a detailed aerial survey of military bases

It is easy to mix the two as being the same sort of thing but they are not. Once I have collected all the data from the questionnaires I can then produce a survey, analyse and move onto the next stage.

Next step, Reading all about how to produce a great questionnaire, market research and surveys…

Oxford Dictionary, 2016. Questionnaire [online]. Available at: http://www.oxforddictionaries.com/definition/english/questionnaire. [Accessed 14 January 2016].

Oxford Dictionary, 2016. Survey [online]. Available at: http://www.oxforddictionaries.com/definition/english/survey. [Accessed 14 January 2016].