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.
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