Primary Research: Target Market Groups

After the tutorial I have decided to only do two package designs instead of my original plan of four. There are a few reasons for this change: firstly, time is a big issue I didn't realise how long it would take to conduct the research. Sorting the questionnaire took a lot longer than I had anticipated but I felt it was important to spend the time to get it right as if I rushed it I would make more work for myself later on when analysing. Equally collecting results has taken its time, although I was prepared for this, the results I currently have show two categories  prominent in responses - women 18-24 and 51-60. For now these will be the two markets that I will design for, I think it is better to solidly focus on two and be able to research them in depth rather than rushing four designs. These two categories will be able to show enough difference in the design to still support the dissertation's argument, I also think it is wiser to aim at women opposed to men because they realistically they are more likely to purchase soap products. This means that I can conduct research after the designs are finished and get the opinions of people in the target market category as to whether they are attracted to the design and would buy the product.

I still need to collect more responses, especially for the 51-60 year olds. However trends are beginning to form when you compare the results. The tables below show both groups responses currently:

18-24 year olds
• Females in this category have the highest 'group' hobby option compared to boys their age and also older categories. This would suggest that they are social and enjoy being in a group setting. 
• The alone hobbies tend to fit more into the creative and intellectual category as they are things like art, making music and reading. 
• There is a balance between sporty hobbies and the creative hobbies which suggest the respondents like doing things whether its making something or physically getting out and doing something.
• Products targeting an active audience need to promote anti-perspirant qualities and how the product will keep them clean and fresh all day. The design equally needs to be active and engaging. Attractive colours should be used to represent energy and movement, reflecting their target market.
• The numbers are exactly balanced for going with the flow or structuring and organising days.
• The females tend to side with keeping people happy over being right. This suggests a humanistic personality. 
• They seem to agree that their head rules their heart, this shows that they are logical and pragmatic.
• The majority of them care what people think or are somewhere inbetween which suggests that they do value other people's opinions of them and are more likely to buy products to create a positive self identity. 
 

51-60 year olds
• A much bigger number in stationary hobbies, this is expected as older generations are less likely to be running around. 
• The design should be refined and classic, elegant over active and busy.
• There is a much bigger rise in the hobbies being alone compared to the younger females, this is supported by the fact that they are happy in their own company. It suggests self development and enjoying time alone away from the busy world.
• The hobbies are mainly creative and intellectual, however there isn't enough numbers currently to prove anything.
• Women in this category sway to being ruled by their heart over their head which suggests and emotional way of thinking, i.e doing what their gut tells them and deciding what to do on how they feel about it. They have perhaps learnt to trust their judgement and have more caring personalities. This would also make sense seeing as they are on the side of keeping people happy over winning a debate.
• They still care what others think about them which would suggest they will buy products to fit in or be noticed (in a good way). They have a more humanistic personality, putting the needs of others infront of their own.

Next Steps:
• Once I recieve more results I will look closer into what they state their hobbies are and see if there is a comparable difference between the two age groups. 
• Look into soap packages to get an idea of what is out there and find inspiration.
• Begin to make a target market and really understand everything about them before beginning to design.