Vans. Max Mattacks

Purposes of Research

• Research is useful as it allows you to:• Gather information about your brand and its history• Find out who your target audience is • To learn more about your target audience and what they

like• To spread the word about your brand and attract more

attention• Find out what techniques are successful and work well in

advertising

Primary Research • Primary Research is new research that doesn’t exist yet,

and is used to find out answers to specific questions.• A good way to conduct primary research is by creating

questionnaires, surveys or small focus groups. • To show variety in my primary research I plan to do both

a questionnaire and a focus group. • These will focus on different aspects of my research, the

questionnaire will mainly be about vans in general and the perception about the brand.

• And the focus group will be used to talk about a specific advert I will show to try and see what is expected of vans adverts.

Primary Research

• I am trying to find out what people think of the Vans as a brand.

• Also what the target market is for people seeing the advert.

• If I can identify these things then I can tailor the advert to the correct audience but also try and interest people who are new to the brand or its products.

Quantitative Research • To ensure that I accumulate some quantitative research I

will compiled a questionnaire and send it out to a group of 13 people.

• I will send the questionnaire to people all around a similar age group to me, as this is who I think the target market for Vans will be.

• To show the results of this questionnaire I plan to put all the numerical research I receive into graphs and present them on my blog.

• I also plan to do an evaluation of my results and include what I could of done better. For example what better question I could of asked.

Qualitative Research• To guarantee that I gather some qualitative research I’m also

going to conduct a focus group based on an advert for Vans. • I will recorded the responses of the 3 or 4 people in my focus

group after they’ve seen the advert.• To show the results from this focus group I will analyze the

recording and write up a transcript of the most important points made during the discussion.

• I plan to publish these results on my blog with a link to the advert I showed the group.

• I will then finally do an evaluation and analyze the strengths and weaknesses of the focus group and what I have learned form it.

• The evaluation will also be posted on my blog.

Secondary Research

• Secondary research is research that is carried out with already existing research. It uses materials such as books, magazines, newspapers etc.

• Secondary or ‘desk’ research can also be historical research or theoretical research.

• This will be useful to me as it will enable me to find out all the information about Vans that has already be done.

• I plan to research using different medians including books about Vans and advertising as well as websites showing vans sales

Secondary Research • I plan to base my secondary research on data that I gather

from the book ‘Vans: Off the Wall: Stories of Sole from Vans Originals’

• Using secondary research is the most

appropriate way to find out this

information because obviously my

primary is not going to give me the same

level of results.• Also obviously it’s not really reasonable

for me to make a book to gather

information.

Quantitative Research

• To ensure that I have some quantitative secondary research I plan to find past surveys that have been done on Vans.

• I will also try and find some existing information on the sales figures of Vans.

• I will present this information using graphs and I will then analyse any mistakes or aspects I could improve on, and write it up in an evaluation.

• I will also evaluate what I did well and how good the research I gathered was.

Qualitative Research

• To ensure that I have some qualitative secondary research I intend to read through the books I have selected and highlight key points. I will then type this key points into my own words and present them in a word document.

• I also then plan to evaluate the quality of my notes and how I could improve and on this, and how I could accumulate more data.

• I will also evaluate what I did well and how good the research I gathered was.