Dissertation Primary Research 2018-5-23

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Section 1 Bullet Journel

Section 2 DD Primary Research

DD Primary Research Protocol Description

The Aim of this design research is to develop a brand strategy to help leather-craft businesses in China to improve customer experience. The methods adopted in this research to gather data include interview, online questionnaire survey and participant observation. The location selected in data’s collection stage is Beijing, the capital city of China.

Three group of people are planned to involved in the in-depth interview.
Firstly, 5-10 industrial and academic experts ( i.e. academic professors, researchers and industrial managers) those who have more than _10 years _experiences in the target field is planned to invite as participants. The aim of expert interview is to evaluate the findings and to gain more insights to formulate the outcomes.
Roughly 10 customers semi-structured interviews, the participants only include employed adults from 25-45. The customer study is to explore the customer perceptions toward the current brand, existing products or services, and customer expectation of the future development.
The final group is 5-10 craft business owners, people who have been operating private-own craft related business more than 3 years will be considered as the participants.

In general, all interviews in this research including experts interview, customer interview and business owner interview, are planned to conducted during the afterwork hours. All people who are considered to invite will be contacting in advance by email or phone call to inform the relevant contents included in the interview, requesting their agreement and discussing the appropriate ways to conduct the interview. Additionally, the experts expected to involved in this research are from UK and China, and the approaches to recruit the experts mainly include (i)personal network, (ii)online network platform (I.e. LinkedIn) . There are mainly two ways will be suggested to the participants. One is face to face interview that the interviews at neutral spaces with relatively private as well as familiar places. For example, coffeehouse, hotel lobby, prime lounge and university hall are considered to be the reasonable places for expert interview, for the reason that to ensure the interviews can be take place equally, smoothly and successfully, the locations should be chosen with consideration of the social and political meaning involved in the places, as well as the information privacy and the rigour of the research. For business owner interview, personal studio, store and workplace are considered to be the appropriate locations, because conducting the interviews at relevant places to their business and familiar places will encourage the participants to talk freely in context and also fro interviewer, this will contribute to a better comprehension and interpreting. Regarding to the customer interview, the method is adopted to select locations is similar to the business owner interview, that the familiar places such as workplace, or other neutral places that the participants feel free and convenient(i.e. Coffeehouse and park). The other way is to conduct the interview through email or voice (or video) call which the questions will be sent in advance to provide and collecting the data through either email attachments or voice (or video) calls.

Online questionnaire survey is to gather the general perceptions and preferences towards leather-craft and related products or services from public which is planned to involve roughly 100 citizens in China from 25-55. And the online questionnaire will be sent by website and social network platforms. Finally, the participant observation will involve 2 groups people totally about 5 people with employment from 25-45. The current craft consumers will be invited to be the participants. Their experience of visiting chosen craft shops and activities will be recorded and they also will be ask to answer a number of causal questions relating their experience.

DD Primary Research Timeline

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DD Primary Research Questionnair Design

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DD Primary Research Interview Plan (Invitation)

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DD Primary Research RoadMap

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Section 3 Focuses of Further Research

  1. Human-centric Design
  2. Culture & Local Revelant
  3. Proactive vs Reactive
  4. Bridge trust and technology
  5. Lifetime Values
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