METHODOLOGY

To support and inform this report primary and secondary research has been carried out. Research objectives included finding customers and non-customers perceptions of the brand in order to discover a gap in which new product development can acquire.

PRIMARY

ONLINE

Two surveys were created and distributed online. The first was to identify the level of brand awareness and the perception of TT&WH among the market, and the second to establish an understanding of how the target age range perceives the initial product ideas including: gemstones and cannibidiol. Both surveys received over 100 responses which was a good sample size to allow for insightful data.

OFFLINE

Offline primary research consisted of visiting London and completing a shop safari to identify current beauty and skincare trends. Several Boots stores where also visited in Nottingham and in London to view the current in store displays of TT&WH products. This gave insight into stock control, and highlighted issues with shelving and visual merchandising.

In addition, a focus group consisting of four people of the brand’s target age range was conducted to gain further insight into the consumer’s opinion on the initial ideas and consumer concepts. This allowed for more in depth conversation and revealed valuable insights that aided in the NPD decision making process and the refinement of ideas.

SECONDARY

ONLINE

Secondary research online consisted of reading reports published by Boots from Companies House and looking at Mintel, Euromonitor and Forbes, aided to outline TT&WH’s current situation and place in the UK and global market. Looking at WGSN and LS:N Global meant the latest trends could be identified and discussed with the intent for TT&WH to apply to their brand in order to stay on top in terms of their competitors. Finally, journal articles provided valuable insight into scholarly research and findings on various topics discussed within this report.

OFFLINE

A live briefing from the brand helped to gain insight into the brand’s core competencies, why decisions taken by the brand were made and internal information about their consumer. Although this was an invaluable insight into the TT&WH brand from Boots’ perspective, it is possibly limited as it did not reveal the true customer perception of the brand.