The initial exploratory research in Assignment 2A allows us to understand the roles and values SK-II plays in each of its each user’s life. In the process of the research, certain issues were uncovered and can be summarized below:
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High perceived risk of the product
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Users’ habit to use different products for different functions
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Positive performance of product
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Strong awareness and image of SK-II
In our next assignment, we set out objectives to verify these findings and delve deeper into the CBBE model of SK-II using more conclusive techniques.
Two main methodologies were employed to conduct the researches in this assignment:
1. Qualitative
a. Focus group technique including:
i. Personification
ii. Projective techniques
b. Observations technique
2. Quantitative
a. Surveys