In order to move forwards in this project, I decided that it was necessary to conduct primary research. This would enable me to make informed decisions regarding the style, quality and design of the swing tag, bag, and booklet with the target consumer in mind.
I produced three questionnaires distributed to different sets of individuals. These were all female (the predominant target market for Missguided), and all University students, therefore they were in socioeconomic group E, being at a low level of income, yet with subsidy from the state through the student loan company.
The questionnaire’s were roughly three pages in length each, and contained a combination of open ended and closed ended questions. The questions were purposely probing towards the end of the questionnaire in order to discover more personal analysis once the respondent was comfortable with the question answer process.
Photographs were used in order to gage how much a customer liked a certain item, and to establish ‘why’. Moreover, the respondents were often asked to confirm ‘why’ they chose a certain answer.
From each questionnaire, the results were collated into pie charts and were presented in the sketchbook for analysis. From these conclusions could be drawn surrounding the design and style of the POS items.
What next?
Next I must take my new found understanding and implement it, creating a mood board for the look I am trying to establish and then experimenting with my own design ideas.
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