ClassCommentary

For this week, we had to look at two of our classmates blogs and comment on them. Last week we had to describe how qualitative research is used in public relations, and the importance of it. Qualitative research allows those in the public relations field to gain insight into new trends, and receive the maximum amount o feedback from an individual. Opinions are shared, and what can be done to improve your product are given in greater detail.

For my first blog I decided to write about PaigesBlog because she discusses Fashion PR as well. She explains that through different forms of qualitative research we are able to study trends in the fashion world. She gives an example of a designer named Mark Fast, and how he studies consume trends. Fast has lines of new clothing, but holds on to a classic look. In order to achieve this he takes inspiration from what others are wearing yet still holds true to his vision. He uses observation for his technique. This could be as simple as people watching.
Another blog I decided to look at was AshleysBlog because it deals with crisis management- a subject I have yet to discuss. She shares that certain overseas companies are forced to hide certain things so that their product will be allowed overseas. Companies are censoring for protection. He points out that companies are making headlines and getting attention, but for the wrong reasons. Qualitative research is done in order to find out the opinions of why companies do this. Additionally, observation and a bit of secondary research was done to find this out.
Overall, qualitative research is important in all fields of public relations. It allows for companies to grasp a better understanding of their consumer, and what drives them to make certain purchasing powers, or live like they do. 

Qualitative Research

Qualitative research is important aspect of public relations that seeks to understand human experiences and opinions. It explores to answer why a person feels a certain way and explore their behaviors. There are various methods that are a part of qualitative research. This particular type of research is usually done in focus groups or interviews. The researcher is able to engage with the subject and analyze their words and ideas as well as facial expressions and gestures.
The fashion industry deals with different forms of qualitative research to get insight into consumer desires.  Styles are constantly changing and new trends are constantly emerging. Qualitative research is constantly needed due to changing times in the competitive fashion world. Avon is a global cosmetics company. According to the Avon Report, they believe spending time with the consumer market gives the company better insight. This particular report was interesting ebcause it explored Hispanic women in the Talahasse, Fl area and their makeup habits. The study found that Hispanic women are :
- More likely to use foundation, blush, and mascara on a daily basis than African American
or Asian women who use these products.
- More likely to use lipstick every day.
-More likely than Caucasians to use lip gloss and lip liner daily.
They were also able to conclude that the makeup industry has surpassed the fragrance and skin care industry in recent years. The focus group was designed to better understand the brands consumers and their relationships with other women. In addition researchers are able to obtain a better understanding of these women's opinions on not only their brand, but other brands available as well.

ClassmateComments

This week we were asked to comment on two of our classmate's blogs. Last time we had to do this, I chose an entertainment PR blog and a fashion one. Although I did read a fashion blog for this week, I read about the technology used. In addition, I read about a tool many of us use- social media- and how it is closely related to public relations.
When reading Caryn's Technology in PR blog she discusses podcasting for public relations. Podcasts are excellent PR tools because they allow a message to be sent to a mass audience with audio. Audio allows the public to visually consume a message or event, which many find more effective. People tend to remember pictures and video more than what they read. Additionally, podcasts are a great way to relay messages in a controlled manner. This year during the Spring 2011 Mercedes Benz Fashion Week, many fashion shows were available for viewers to see via livestream and podcasts. A podcast allows coverage with very little room for incorrect interpretations. Words can often be interpreted incorrectly, and audio visual measures decrease this problem.
In addition to Caryn's blog, I read Kevin Mahoney's  blog on social media. This blog post discusses how QU is hosting a social media breakfast every six weeks where leading professionals will discuss new social media networks and how they can be used as beneficial PR tools. Social media networks such as Twitter and Facebook have been exceptional free tools in promoting events and products. This is a great idea to hold a breakfast like this every couple of weeks, because these tools are constantly changing. I was also happy I read this blog because I was unaware that this was taking place, and I think it would be a great idea to see one of these discussions.

UNOBTRUSIVE RESEARCH

The fashion industry follows trends based on what others are wearing. According to Social Research Methods, unobtrusive research methods are measures that don't require the researcher to intrude in the research context. Designers use unobtrusive research when designing collections. They observe what people are wearing on the streets, and what inspires them. By observing others on the streets, designers and consumers are able to participate in indirect measure of unobtrusive research.
Consumers also participate in this type of research in the same way designers may. If a consumer is interested in buying a particular dress from a store but does not know if it is popular, they could ask the store how many they sell. however, the store may distort the results as an approach at selling the dress. The consumer can sit outside the door and see through the bag if the customer bought the item. Another way a person can observe a trend is to people watch. If someone wanted to know how many people wear rain boots in the rain at Quinnipiac, they could sit outside a building and observe about 50 people walking in and out.
An important factor of unobtrusive research is that those observed are seen in their natural element. People tend to exaggerate in surveys, and their answers can not always be trusted. However, if you see them in their environment there is no denying their actions. In my opinion, people watching helps observe trends that are occurring, and designers are therefore able to replicate these trends or create new ones with the collected data.