Before adapting the message, ask better questions.
A separate mixed-methods research design for cross-cultural brand decisions.
My role Literature review, research design & original instruments · April 2025
View work sample →Two questions from the proposed research
- Focus group
- “What motivated the purchase?”
- Consumer survey
- “The brand appears to align with my personal style.”
- Research question & literature review
- Content-analysis coding sheet
- Focus-group moderator guide
- Consumer survey
- Price-sensitivity questions
Behind the work
Local relevance is something to investigate, not something to assume.
A distinct assignment
Completed for MCOM 3380 Research Methods in Media and Communication, this project asks how Kendra Scott could adapt its visual identity, messaging, and products across three European cities while maintaining brand authenticity. It shares a brand and markets with the campaign proposal, but its output is a research design, not a media campaign.
Three complementary methods
The proposed design combines analysis of existing brand communications, moderated group discussion, and a quantitative consumer survey. The content-analysis form codes philanthropy, cultural references, aesthetics, influencer use, and message framing. The moderator guide explores discovery, style, brand reaction, and price perception.
The instruments
The survey asks about purchase habits, brand perception, design preferences, channel use, and cultural value alignment. It includes seven-point brand-perception statements and Van Westendorp price-sensitivity prompts. These instruments were developed for the proposal; there is no evidence that participants completed them.
Proposed scale, not completed fieldwork
The design proposes two focus groups per city, with 8–10 people per group, and 500 survey respondents per city. Those are planned sample sizes. No recruitment, interviews, survey dataset, statistical analysis, or validated findings are claimed.
Refining the design before use
The document varies between 25–40 and 25–45 for focus-group eligibility, and its nominal 90-minute moderator guide totals 100 minutes. Before fieldwork, I would reconcile eligibility and timing, pilot the instruments, check translations and sources, and specify sampling and analysis limits.
Takeaway
Good strategy needs a way to challenge its own assumptions. Designing the questions is a meaningful deliverable even before the research is conducted.
Context & evidence
A proposed study dated April 29, 2025; not completed research. The tools shown on this site are editorial excerpts from the supplied instruments. Literature claims and reference completeness need a source check before field use.
KENDRA SCOTT RESEARCH PROPOSAL final.docx (MCOM 3380).