18/04/2017 1 Task 2B: Consumer insights report How to go about doing Task 2B: 1. Data analysis being done by teaching staff. Findings will be posted up on iLearn this week 2. Read the findings multiple times to understand the results and also develop some ideas on the implications to your pitch project 3. Key info on the findings: – Frequency statistics on foodies, age ranges of participants, brand attitude – Can envy be evoked on social media? – Do women experience more envy? – Effect and the role of envy on brand attitude Task 2B: Consumer insights report How to go about doing Task 2B (continued): 4. You need to demonstrate your ability to link the findings to your pitch project (think about the comm. objectives of the pitch project) 5. Use the template available on iLearn to write your report 6. Read at least 4 articles (you need to cite these articles) in the report (what type of articles?) 18/04/2017 2 Task 2B: Consumer insights report How to go about doing Task 2B (continued): 7. The report has 3 sections: 7.1. Executive summary (0.5 page) 7.2. Evaluation of findings (2 pages) • Not just a summary of the findings • You need to demonstrate your synthesis thinking and writing skills • ***Relate the findings to the pitch project*** • What do the findings mean in terms of the pitch project? 7.3. Recommendations (1 page) • Provide recommendations on strategies and executional tactics on your pitch project (your own project) See the marking guide on iLearn Task 2B: Consumer insights report How to go about doing Task 2B (continued): • We will meet again in WK 8 • I expect that you will have already: – read the findings – researched into the literature – have written a draft report • I can help elaborate on the findings in WK8 so that you can finalise your report • Come to class with questions