Blog Post 8: My opinion

This week we were to comment on two classmate’s posts about qualitative research and its use within the different fields of public relations.

The first blog post I chose to comment on was Paige’s. She discussed the importance that qualitative research, specifically focus groups, has within the fashion industry.  Paige emphasizes in her post about the reliance that designers have to their audiences, and through the use of focus groups, they can gain insight in order to provide what consumers want. “They can express that they love when a certain dress is versatile enough to wear it to Sunday brunch or to a fancy cocktail party, or on the opposite end of the spectrum address that they like dresses that are fancy and perfectly suited for a very special event,” (Paige). Focus groups are especially helpful in that it provides thorough knowledge, allowing consumers to express their personal thoughts and feelings about a product, design, etc.

The second blog post I chose to comment on was Sam’s. In relation to Paige’s post, Sam also discussed the use of qualitative research in the fashion industry, but focused on the designer Tommy Hilfiger. Sam made a great point when she stated, “By constantly changing, embellishing and flaring up his different clothing lines Hilfiger is continuously using qualitative observation for motivation and inspiration towards his new designs.  Because he is constantly observing the world he has a basic understanding of human nature which involves change and innovation.” Through the use of research, Tommy Hilfiger has been able to provide what consumers desire, making his brand and himself a well-known successful entity that has lasted for 25 years.

My opinions on...

           This will be my last post for my public relations research class blog. I hope everyone enjoyed reading! This week I will relay my thoughts about two of my classmates previous blog posts, Roberta Soares and Jennifer Quinlan.

            Roberta’s blog post focuses on survey research that is conducted throughout the fashion industry. Survey research plays an essentially important role throughout this field due to it being a consumer driven business; opinions and feelings facilitate designer’s creations and manufacturing. The example of the television show on E!, the Fashion Police, is a great example that Roberta mentioned which emphasizes the significance of others opinions in fashion. Through the completion of online surveys, the show’s viewers also have the chance to relay their opinions about fashion trends and looks, which are mentioned on the program. In agreement with Roberta’s feelings I believe that “This is a very innovative way to get opinions from viewers without having to connect with them personally.”

            Jenn’s blog post focused on the research that is conducted between products and athletes. Taking part in the numerous endorsements that athletes most commonly do , it is important for them to know that the product they are advertising is one that is positive, reliable, and safe and won’t negatively affect their public image. This knowledge about a product comes from research conducted on the product, by public opinions, and sometimes by the athlete themselves. Jenn reiterated the importance of public relations in sports and research saying “The need for public relations in sports is very necessary when experiments start being conducted.  If an athlete gets hurt with a new workout, sick from a new supplement, or accused of using performance enhancing drugs, public relations teams need to step in.”

The Jersey Shore Experiment

Experimental research is commonly used throughout the celebrity industry for a variety of purposes. Whether to acquire opinions about a celebrity endorsed product or to gain insight into the influence a star may have upon the current trends, celebrities and their representative’s value the public’s outlook.

However, not all experimental research involves traditional standards such as a control group, experiment group, etc. The creators and producers over at MTV conducted an experiment with its viewing audience with the airing of the reality show “Jersey Shore.” “Jersey Shore’ is an experiment of human chemistry conducted by the lab coats that run MTV,” (Kujak).

Although similar to MTV’s popular reality show “Real World”, “Jersey Shore” pushes the limits of controversy in the shows content, ultimately creating a love/hate relationship by many. Many organizations such as UNICO (Largest Italian American Service Organization in the USA) expressed their displeasure during the shows premiere. "Italian Americans are OUTRAGED and they are helping us reach out to sponsors to ask them to stop advertising with MTV until they agree to pull Jersey Shore,” (TMZ). Despite the backlash, potential loss of viewers, and possible economic damage in the withdrawal of sponsors, MTV pursued with the series. With “Jersey Shore” being the most successful show MTV has ever aired, drawing in record breaking viewers, MTV’s “social experiment” proved to be a hit.

surveys for celebrity choices

       Public opinion serves a great importance in the field of celebrity public relations. Celebrities, as well as their representatives, want to maintain an image that is popular with their fans. With every new step a celebrity takes in their career, whether its an actress breaking into the music industry or maybe a reality television star publishing a book, their choices have the potential to “make or break” them. One way to evaluate the public opinion on a potential or established career move, celebrities look to surveys.

       Surveys are very beneficial in the celebrity world due to their flexibility, especially online surveys. Results are instantaneous and allow almost anyone to give their opinion with a click of a button. For instance, the television show American Idol used this research method this past season when ratings weren’t as high as in previous years. With a change in the shows dynamic, (the replacement of Paula Abdul with a new judge, Ellen DeGeneris) the survey pinpointed just that in wondering the reason for the shows decline. “The survey, on AmericanIdol.com, lists ‘I do not like Ellen DeGeneres on the show’ and ‘I do not like the show as much now that Paula Abdul has left’ as possible options. There are 16 altogether, and interestingly, no other option singles out any of the other judges,” (TODAYshow.com). This information benefits American Idol in knowing if their decisions were the right ones made for the show.