In addition to exploratory studies, we also employed other qualitative research techniques to identify possible brand associations and sources of brand equity for Coach. The 4 methods adopted were mainly free association, brand personality and values, projective techniques, and laddering.
We selected 4 interviewees of varying genders and age groups, of which 3 were females in their 20s, 30s, and 40s respectively, and 1 was a male in his 20s. They were chosen to best represent each of the different sub groups/segments in Coach’s target market. Specifically, only 1 male interviewee in his 20s was chosen due to the smaller segment size of male consumers.
Feel free to explore the other sub-tabs to find out more about the insights we gathered from our qualitative research!