Page 8 - dissertation flip book

METHODOLOGY
Research to develop an understanding of how current negative events have effected millennials’ well-being was carried out examining how this has resulted in their mistrust of fashion high street brands. Further research explored a variety of methods used by PR practitioners to gain consumers’ trust.
The first method used was a millennial focus group. This qualitative research was used to build on results from a questionnaire shared on social media that gave
a general consensus of how the public feel. The focus group ensured that the people involved were from the exact group that the report is targeted towards. The focus group was conducted via zoom and recorded with attendees’ verbal consent. The questions were sectioned into two main areas the first half of the questions based on the participants’ feelings about brands and shopping in the pandemic. The second half was directed more towards their moods and attitudes throughout lockdown as a whole. The focus group included eight participants ranging from ages 27-36 comprising a variety of professions including a primary school teacher, a graphic designer and an accountant. In total the focus group lasted around 40 minutes. To analyse the data the recording was first transcribed and then using content analysis, data was separated into themes and assessed.
The second method gathered data from a survey, posted on both LinkedIn
and Facebook as Facebook was proved to be the social platform used most by millennials: Martechseries (2020). This formed a key part of the quantitative research gathering 157 replies. The survey consisted of just ten questions to ensure participants would not lose interest and would complete the survey in full. It was based mainly around consumers’ perception of brands and how they
felt about the pandemic as a whole. It was distributed using Survey Monkey. The data analysis was accumulated mainly by Survey Monkey however this was analysed later.
An interview with a PR practitioner from a major high street brand was also conducted. Using zoom the interview consisted of ten questions enabling the interviewee to elaborate on the subject area. Data was collected throughout the meeting by being recorded and then transcribed. In order to analyse the data that was collected the transcript was highlighted for key quotes relevant to the topic and then separated into what was relevant to each of the chapters.
Two interviews were undertaken via email with therapists to gain further insight into the trauma they have noticed throughout the pandemic. Susie Rogers and Laura Portsmouth were both asked the same ten questions in order to be able
to compare when analysing. Their responses were highlighted and compared in order to gain an overview of the current situation and eliminate any anomalies.
The final part of research was an interview via email with Isabelle Szmigin, Deputy Dean of the University of Birmingham Business School. Interest in Dr Szmigin derived from her book “Understanding the Consumer” (2003), however it developed further after reading an interview in Drapers which discussed the subject of post pandemic shopping. The interview consisted of ten questions which mainly revolved around consumerism during and after the pandemic with some aspects of misinformation and consumer trust as a whole. Once the answers were collated they were separated into themes and highlighted for key quotes.