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Nunwood Consulting: Qualitative Research Paper

717 Words3 Pages

Rebranding Scotland
Most long running businesses find the need to rebrand their image from time to time. As times change, so do consumer values and perceptions. When Scotland’s national tourism agency, VisitScotland.com, found the European vacation market had changed due to low cost airlines and new European vacation destination, they knew that they needed to rebrand Scottish tourism. In order to successfully rebrand Scotland, a research firm, Nunwood Consulting, developed a qualitative research program utilizing focus groups and individual depth interviews. This paper aims to examine Nunwood Consulting’s marketing research associated with rebranding Scotland’s and how successful it was.
Nunwood Consulting choose to use qualitative research methods; specifically focus groups and …show more content…

There are several other qualitative research methods that Nunwood Consulting could have used. Word association tests are a very practical and effective marketing tool used to select brand names, ad campaigns, and slogans (McDaniel, 2013). With word association tests, respondents state the first thing that comes to mind when the interview says or displays a word. This could have help Nunwood Consulting ensure that the particular words they used in their ad campaign were the right ones. Personification is another useful method that the company could have used. With personification, participants draw a comparison between a person and a product (McDaniel, 2013). This would have been a quick and distinct method for determining what people think of vacationing in Scotland by drawling the comparisons to its people. Nunwood Consulting could have also considered other qualitative methods such as sentence and story completion tests, cartoon tests, or storytelling techniques (McDaniel, 2013). The combination of any of the methods mentioned would have help the company produce valuable

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