The opening of your response I believe is key, it is important for Pepsi to ensure they have a connection with their audience before they launch the new global campaign. It is important to have this information gathered because the global audiences are not the same and you want to ensure you do not offend one audience or that you do not target a specific audience. Such information could be obtained by individual interviews, group interviews, participant observations, and psychological testing. Accordingly, it is important to understand what the concept of “Live for Now” means to the different audiences. This could mean one thing to a group while it means something completely different to another group. Constructed on the information gathered from this question would help provide Pepsi management with the understanding of what works best to influence sales so that this campaign has a great chance at success. Based on research, the purpose of this global campaign is more than a positioning statement or a single ad, but it is the central governing idea for the brand globally. The “live for now” theme embraces a new mind-set (Pepsi Launches 'Live For …show more content…
While you mentioned that it is essential to gather both these types of research methods, you did not state how this research would be gathered. Based on research, focus groups and cognitive interviews are now a standard part of the development of valid and reliable survey instruments. They are particularly useful in developing surveys to gather data on the experiences and responses of patients and consumers to plans services and providers (Sofaer, 2002). By using focus groups or interviews, a random sample of respondents would be chosen and asked questions pertaining to the campaign. It is also important to ask if they understand the underlying