STAGE 1! Part 2-Methodology Reflection

Methodology

Description

For my methodology, I followed the Delphi method, which advocates for an initial round of questions, with the following methods to be reshaped based on the results of the initial survey, this ending in a true consensus in the generations attitudes towards sustainability within mass market fashion. After I had conducted the survey, it was uncovered that the following methods had to uncover why the generation has an ignorance towards sustainable ranges. Thus, a focus group was conducted to understand where the generation are gaining their information from. Following this, an industry interview was undertaken, involving sustainable influencer, Jade McSorely. During this interview, it was uncovered which the most successful platforms were when influencing the younger generation and further if social media holds a significant influence on purchasing behaviours. Finally, a shopping analysis was conducted to understand attitudes and behaviours towards sustainable ranges within the market, and to find whether ignorance towards sustainable ranges has caused a lack of awareness within the market.

Feelings

Initially, I was feeling confident about the methodology, as consumer research is an area which I am particularly interested in. I thoroughly enjoyed the whole experience, as it meant I could form new connections and further gain interesting insights from the people I had interviewed and from my survey. I was also given the creative freedom to innovate unique methods of research which was something I found thrilling. Whilst I found it difficult at first to find industry connections, which frustrated me, I carried on trying to form networks within the sustainable industry, and was happy to find a sustainable influencer and brand owner which gave me incredible insights for my Stage 1.

Evaluation

The most positive aspect from my methodology was being able to form new networks within the industry, not only did I gain great insights for my research, but also in the fashion industry as a workplace. Another favourable moment was being able to work so closely with my consumers, I worked with people I was not too familiar with, however this developed my communication skills and further meant I could find a true consensus of what I was researching.

Looking at the lows of the methodology, I felt that I could have asked the influencer more inquisitive questions surrounding the industry and what how she promoted sustainability. This would have given me more insight as to how the researched generation responded to sustainable promotions. Whilst I gained interesting insights, I should have utilised the opportunity more, as this would have meant that I could have found more about my consumers reactions towards sustainability. Furthermore, I should have incorporated digital ethnography into my survey, as this would have encouraged instantaneous answers, and would have reflected a true consensus of what a Gen-Z consumer truly feels towards sustainability within fast fashion.

Analysis

From analysing the process of my methodology, I found that I can confidently create networks and further bring people together in the form of a focus group, ensuring the participants are comfortable to discuss their opinions. However, before I rush into starting a method, I need to be clear on what questions would be the most useful for the research report, as this would mean that I could gain the most influential and relevant insights.

Conclusion

Overall, the experience was extremely positive as I enhanced my communication skills and learnt how to improve for future methods, as research is an important aspect for Stage 2, these were essential reflections.

Action Plan

For my future methods, I will carefully plan what questions I need to include so I can gain the most influential insights in my work, which will heavily influence the success of the report. I will also refer back to my objectives before writing the questions to make certain that I hit every point that I make to guarantee further success of my projects.

Treat of the Week: A warm bath and a book