An appropriate research design is necessary in solving the research questions. In this study, the researcher seeks to answer two fundamental questions as set in the problem definition. The researcher seeks to know how LUSH products can be advertised to people between 18 and 35 years. On the same note, the researcher wants to know the types of techniques that can be sued to reach out to older groups of people. It is clear that from the problem definition that the targeted market for these products are adults from the age of 18 onwards. Thus, a descriptive research design will be used to provide answers to these pertinent questions. As the name suggests, a descriptive research answers the questions such as who, what, where, why and how depending on their relationship with the research problem (Taylor et al., 2015).
This study seeks to answer the following questions:
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?
Methods used to answer research questions
The researcher will investigate a causal relationship between the types of advertisement used in promoting LUSH products with the response of the specific market segment. Causality would also be used in determining the various techniques that can be used to appeal to older people. Causality is a suitable descriptive research for this study because it helps us to understand a phenomenon by manipulating variables of interest (Taylor et al., 2015). In this case, the researcher’s two interests is to appeal to both the younger market segment and the older market by taking cognizance of the fact that one technique may not appeal to both segments. The first research question will rely on observation. The researcher will observe the trends such as the increasing technological phenomenon to determine the appropriate method of advertising the products.
Already, the study has found out that digital sales rose by 18.5%. The company can utilize online platforms to market its products. Studies by Horowitz et al (2010) revealed that 60% of adults between 18 and 34 years use smartphones that allow them visit the internet frequently. These people have access to social media platforms such as Facebook and Twitter. The study will rely on these findings and advise the company on the appropriate methods to appeal to younger market segment. LUSH can develop an effective online advertising across Facebook and Twitter to appeal to this dynamic market segment. The use of visual media can arouse the interest of this market segment to the company’s products. In this regard, the company can design colourful advertisement and run it across media channels.
The answer the second research question, the researcher will investigate the attitude of people above 40 years towards Facebook and other digital platforms. Studies have indicated that 33% of people in this age group have access to digital platforms (Horowitz et al., 2010). This implies that the use of social media platforms to advertise products may not reach a wide portion of this market segment. However, these people rely on print media more than the younger market segment. In this regard, the use of print media for advertisement can arouse the interest of this market segment towards the company’s products.
A population appropriate recruitment strategy
Throughout this study, the researcher will target two types of market segments. The first segment consists of buyers between 18 and 34 years while the second segment consists of buyers above 40 years. The researcher will recruit the two market segments in social places such as colleges, hang-out places, buses and trains, and urban centres. The researcher will use appropriately designed surveys to seek information from this target population.
Horowitz, R. C., Christothoulou, P., Caldwell, E., Keister, J., Korman, W., & Busby, J.
(2010). U.S. Patent No. 7,668,950. Washington, DC: U.S. Patent and Trademark Office.
Taylor, S. J., Bogdan, R., & DeVault, M. (2015). Introduction to qualitative research
methods: A guidebook and resource. John Wiley & Sons.