OUGD601 - Practical Research / Target Audience Interview

Acknowledging the questionnaires faults and considering the qualitative research methodology of my research essay I conducted a more intimate form of data collection that would help me better understand how this target demographic ‘feels’ which can then be implemented within the brands personality to thoroughly engage with this millennial target audience. I conducted a short interview with a millennial participant building on the responses from the questionnaire with the aim of obtaining a better understanding as to why this demographic have a particular response to the questionnaire. 

Interviewer [me] : 1 

Participant: 2 

1: What do you feel are your generations main reasons for travelling ? 

2: probably to see new places, explore new cultures, or to get some sun

1: Do you think most people travel abroad every year? 

2: Absolutely, most of my friends go on holiday overseas at least once a year 

1: What do you think the reason for that is ? 

2: probably because we’re so used to it, growing up with family holidays all our lives, because as a generation we are so accustomed to it, we take it for granted. 

1: Do you think this people assume we should be entitled to a  freedom of movement ? 

2: 100%, because we’ve never lived without it we assume we are entitled to it, people don't realise how lucky they are until its threatened.

1: What do you think the reasons are for the majority of your generation said they would pay for the ability to move freely within Europe? 

2: I would say this is purely because they don't want to give up this luxury, travel and exploring seems to be quite a big thing for my generation and they wouldn't want to miss out on this

1: Do you think people would pay for a separate company to sort this out for you ? 

2: Obviously it depends on price but I could see people paying for it, In uni we use a company called split the bills to sort out all of our house bills between us all because its less hassle, we have to pay them £5.99 a month for this. 

1: why do you think people would pay for this service? 

2: mostly for convenience, Iknow if I had to fill in a huge visa form or pay someone else a small amount to sort this out for me i’d probably let them. Especially as its quite important I would be scared of doing it wrong and messing it up. 

2: also people have busy day to day lives, they might not have chance to sit at a computer for an hour to complete an application, they would probably pass it over to the company as a stress less way to deal with it so they can just focus on enjoying their holiday. 

This interview helped to better understand the social attitudes of the millennial generations, suggesting why this concept it most appropriate to this demographic. With this qualitative data one can being to exploit these purchasing decisions into the brands personality to promote a strong relationship between the brand and the consumer.  

Ethics form for the inclusion of data within my project