My paper is now almost due and my investigation into how FMCG brands build relationships with consumers in a digital environment is almost complete.
As part of one of my earlier posts I started (and quickly dismissed) qualitative research as consumers appeared to be unable to successfully articulate what a brand / consumer relationship was or how they felt about attempts by brands to contact them (with permission) within their personal spaces online.
With some worries about the possible outcome I then ran an online quantitative survey that easily allowed users to give their opinion through multiple choice selections. The response has shown definite trends, clear learning’s and, in contrast to the qualitative study that consumers definitely understand a brand relationship.
This is quite an interesting point. Was my in depth interviewing technique really bad OR do consumers simply not consider relationships in the way we anticipate them to as marketers?
The survey I constructed can be found here
findings to follow once the paper is safely handed in!