The two fundamental research questions that need to be answered are the following:
How can we advertise LUSH products to people between 18 and 35 years?
What techniques could we use to appeal to people above 40 years?
In the process of investigation a causal relationship between the types of advertisement used in promoting LUSH products with the response of the specific market segment, both statistical data as well as the behaviors or attitudes affecting the customers' choice are of paramount importance. Therefore, the primary research approach can be defined as the mixed approach, which is the combination of qualitative and quantative research elements. The recruitment strategy will comprise of two different population groups: people between 18 and 35 years and people above 40 years.
The timeline designated for the research is approximately 3 weeks. During this time, the primary data will be collected and the focus groups will be conducted. The overall approach for focus groups is defined as qualitative approach, as it is aimed at collecting qualitative data and allows for greater flexibility in the course of research. Considering two specific segments of population, there will be two focus groups conducted in order to answer the above-mentioned questions and determine the most appropriate and effective promotion techniques for each of the groups. There will be 8-10 participants in each focus group, so that the wide variety of potential customers' preferences and behaviors affecting their choice. The participants of the first focus group will be males and females aged between 18 and 35 years and the major purpose of the first focus group is to determine and analyze incentives encouraging young people to buy LUSH products. The participants of the second focus group will be males and females aged above 40 years. The major aim of the second focus group is to find out what advertising and promotion techniques could be used to effectively appeal to this population segment.
