Primary Research in Nottingham

During today's lecture we were introduced to a group activity that required us to carry out primary research, on the perfume market, within Nottingham. The lecture gave us a list of key places to visit during the day, including department stores, specialist stores, and a variety of stores that range from economy level stores to the higher end designer/luxury stores. The specific list of where my group chose to go is shown below:

- John Lewis

- House of Fraser 

- Boots

- The Perfume Shop

- The Fragrance Shop

- The Body Shop

- Wilkinsons  

- Keihls

- Lush

- Jo Malone

- Aveda

- Molton Browns

During the lecture we were also given a list of 9 points to consider when gathering information in Nottingham, these are as followed:

1. PRICE

- Market Level - Economy/Mid Market/Luxury

- Shifts in market level/perceptions/players in new markets/level hybrids/cross overs/masstige/uber luxury

- Are new gaps or newly defined sectors emerging?

- Are there opportunities here?

2. GENDER

- Male/Female/Unisex

- Shifts in gender narratives/codes/languages/gender balances/neutrality/unisex/gender polarisation

- How does the gender messages (strong or weak) relate to the price point or the target age group?

- Are there opportunities here?

3. AGE

- Target consumer - Range/Generation/Demographic etc

- How does the communication/narrative/packaging/promotional/tactics reflect the target age group?

- Are certain age groups being under-represented?

- Are there opportunities here?

4. STORY

- Product Narrative 

- Name/Copy/Strap line etc

- What are the key phrases/name/language being used?

- How would you categorise the type of message? - Emotion/Consequence/Location/Ingredient/Celebrity

-  Are the relevant stories/resonate messages not being used?

- Are there opportunities here?

5. TREND 

- Adoption of Fashion

- Motif/Pattern/Cultural/Social/Historical etc

- What are the key trends related icons/motifs/patterns/colours being used?

- Are there key trends in reference certain historical/social/cultural phenomenon that are being underused?

- Are there opportunities here?

6. OBJECT

- Packaging/Bottle/Label

- Visual codes/colour/semiotics/silhouette etc

- What are the key aspects?

- How do the key aspects of the design signal the relationship to the market level/weight/quality/

interaction/sound

- What are the basic print/construction/manufacturing elements? (cost)

- Are there opportunities here?

7. RANGE

- Star product VS Full range

- How has the star product been developed in terms of range extension?

- Seasonal/Limited edition/special edition?

- Are there opportunities here?

8. CONTEXT

- Retail Environment/Visual Merchandising

- How is the product reflected and supported by point of sale/display/in store promotion etc?

- What are the more innovative aspects of these at the various market levels and key distribution channels?

- Are there locations being underdeveloped in terms of possible touch points?

- Are there opportunities here?

9. USP (Unique Sales Point)

- Innovation/Points of Difference

- What examples of sector deviation/maverick approaches/challenge strategies and unique perspectives can you find?

- Are there opportunities here?