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1. Wellness-Focused Professionals

o   Aged 30–45, likely dual-income households, focus on convenience and health.

Gender-neutral appeal but with emphasis on working women.

Psychographics:

Health-conscious and willing to invest in personalised food options.

Busy schedules necessitate convenience but without compromising nutrition.

Motivated by wellness goals (e.g., boosting energy, managing weight).

Reachability:

Active on Instagram, Twitter, and LinkedIn.

Likely to use wellness apps (e.g., MyFitnessPal, Fitbit) and engage with health influencers.

Over 30% of UK consumers fall under the health-conscious category【source: Statista, 2023】.

High lifetime value due to willingness to subscribe long-term for health benefits.

2. Families with Children

o   Aged 35–50, primarily mothers managing family meal planning.

Children aged 5–12.

Psychographics:

Seek nutritious and convenient meal solutions for busy weeknights.

Interested in kid-friendly recipes and portion adjustability.

Environmentally conscious and concerned about food waste.

Reachability:

Active on Facebook, Pinterest, and parent-focused blogs or forums.

Likely to follow family-oriented influencers and participate in school/community sustainability initiatives.

5.5 million families with children in the UK【source: ONS, 2023】.

Potential for loyalty through tailored family meal plans.

3. Fitness Enthusiasts (Gym-Goers)

Aged 20–40, balanced gender representation.

Includes recreational gym-goers and those serious about fitness or training programs.

Psychographics:

Motivated by performance goals (e.g., gaining muscle, improving endurance).

Highly conscious of macronutrients like protein, carbs, and fats.

Frequently experiment with supplements or meal plans to optimise results.

Fitness enthusiasts spend more on food tailored to their goals. For instance, the UK protein supplement market alone was valued at £530 million in 2023, reflecting a willingness to invest in nutrition【source: Statista】.

Reachability:

Limited competition: Meal subscription services rarely cater specifically to gym-goers, leaving a gap for customised, performance-driven options.

Active on Instagram and YouTube, following fitness influencers or trainers.

Engage in gym communities or local fitness groups.

Use fitness-tracking apps (e.g., MyFitnessPal, Strava) and follow fitness hashtags like #mealprep or #gymfuel.

Over 10 million people in the UK hold gym memberships【source: PureGym UK Fitness Report】.

Strong alignment with premium nutrition products and long-term subscription models

4. Eco-Conscious Consumers

Aged 25–40, younger professionals or students with a strong environmental ethic.

Psychographics:

Willing to pay slightly more for eco-friendly, sustainable options.

Interested in local sourcing and zero-waste initiatives.

Reachability:

Active on Instagram and TikTok.

Likely to engage with sustainability influencers and follow green brands.

60% of UK consumers factor sustainability into purchasing decisions【source: Deloitte, 2022】.

Strengthens brand reputation and long-term loyalty.

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Possible Niche Areas for Nourish

1.        Goal-Specific Meal Plans

·        Weight Management: Tailored meals designed to meet calorie and macronutrient targets for weight loss, gain or maintenance.

Muscle Building: High-protein meal options for those focused on strength training or body composition.

Mood and Cognitive Support: Recipes incorporating ingredients like omega-3s, magnesium, and complex carbs to boost mood and focus

Why?:

Consumers increasingly seek personalised, functional food solutions.

No meal subscription service currently offers a customisable quiz that tailors meals to personal goals (e.g., boosting mood, weight control).

Aligns with trends around wellness and lifestyle optimisation.

Supporting Data: The UK Fitness Report – 2023/24 Gym Statistics | PureGym

One in five people don’t know if their diet is healthy or not.

Only 1 in 5 people consume three balanced meals per day

25% of people regularly count calories, highlighting a growing interest in nutritional awareness

2. Health-Focused Natural Ingredients

Low-Sugar, Low-Sodium, and Low-Fat Options: Focus on clean-label ingredients.

Allergy and Sensitivity-Friendly Meals: Include gluten-free, dairy-free, and nut-free options to cater to dietary restrictions.

Why:

Consumers are actively seeking transparency in food labelling and natural, unprocessed ingredients.

Major players like HelloFresh do not significantly emphasise health-focused options tailored to specific sensitivities.

Supporting Data: The UK Fitness Report – 2023/24 Gym Statistics | PureGym

Nearly two-thirds of people consume less than four portions of fruits and vegetables daily

70% of consumers globally consider "healthier eating" to be one of their top priorities

3. Sustainable and Ethical Sourcing

Local Sourcing: Partner with local farms to ensure fresher ingredients and support local economies.

Carbon Neutral Deliveries: Collaborate with eco-friendly logistics partners to maintain their environmentally focused positioning.

Zero-Waste Meal Kits: Provide exact ingredient quantities and offer tips for repurposing leftovers.

Why?:

Nourish is already perceived as environmentally friendly, but competitors like Mindful Chef have a stronger foothold in this space.

Building on this aspect strengthens differentiation and appeals to eco-conscious consumers.

4. Family-Friendly Meal Kits

Kid-Friendly Menus: Nutritionally balanced, child-appealing recipes with chance for the kids to get involved in cooking and creative plating tips.

Portion Adjustability: Options for families of various sizes, saving on cost and food waste.

Why?:

75% of Nourish's current audience is female, many of whom may have families.

Offers a unique value proposition as competitors like Gousto and HelloFresh focus more on individual or couple-sized portions.

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Possible niche areas for the business; Health-Conscious Consumers, Vegetarians and Vegans, Eco-Conscious Consumers, Busy Professionals, Fitness Enthusiasts, Families with Dietary Restrictions, Students and Young Adults, Individuals with Allergies or Intolerances, Local Supporters.

Partnerships

TV/Product placement

·       MasterChef

·       This Morning

·       Sunday Brunch

·       James Martin's Saturday Morning

·       James May: Oh Cook!

Sponsorships

·       Come Dine With Me

·       The Great British Bake off

·       The Hairy Bikers Go Local

Celebrities & Influencers

·       Jamie Oliver

·       Joe Wick

·       Nadiya Hussain

·       Ella Mills

·       Tanya Burr

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Primary Research

1 - Looking at how much coverage we got for a NPD - Quantitative

2 - Media outreach - Qualitative

Secondary Research

1 - Media Coverage Analysis - for the Monday morning briefing and for reporting back. - Qualitative

2 - Trust reports - Qualitative

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Primary Research

1.        Research into individual hair influencers to create a description for clients

Qualitative- As you look at specific influencers' styles, niches, and content to create a description

2.        Identifying which brackets hair influencers fall into (e.g., blonde specialist, styling, extension specialist, etc.)

Quantitative - This involves categorising influencers into categories.

Secondary Research

1.        Researching trends in hair looks to create press releases

Both Qualitative and Quantitative - Researching popular styles (qualitative) and rating their popularity and fit for the client (quantitative)

2.        Tracking national and international days to create social assets

Quantitative - Involves finding calendars of key dates and events for content planning.

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Primary Research -

Quantitative | Collecting event participant feedback to make informed decisions on the planning of next year's conference.

Qualitative | Through the CSMs gathering insights on client satisfaction, challenges, and preferences to make informed decisions during our ABM project

Secondary Research -

Qualitative | Industry Insights - Using industry reports, whitepapers, and online publications to identify emerging trends, regulatory updates, and key focus areas within the sector.

Qualitative | Researching competitors’ marketing tactics, event participation, content strategies, and customer engagement via publicly available information (e.g., websites, LinkedIn, and other social media platforms).

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Desk Research

Competitor research - competitors’ marketing tactics, content strategies, social media activity, and event participation.

Industry Trends Monitoring - Track relevant industry events, such as conferences and webinars, and assess the topics discussed.

Event Coordination

Internal Event Support - Coordinating internal tasks related to campaigns, events and communcations, ensuring smooth execution.

Tracking and Monitoring - Tools like the company website to track events and participation.

Database Management

Manage CRM data using HubSpot, ensuring accurate tracking of email campaigns and client communications.

I maintain and organise data on competitor activities and industry events.

Client/Internal Reporting

Provide data-driven recommendations to improve marketing strategies based on performance metrics.

Internal reports summarising competitor insights and event highlights

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Desk Research:

Research influencers for gifting opportunities.

Identify and assess vendors for events.

Explore options for mailers to ensure campaign objectives are met.

Event Coordination :Account managers lead campaigns and events within the organisation.

Assist in gathering vendor ideas, costs, and services.

Liaise with vendors to coordinate event logistics and ensure smooth execution.

Database Management

Maintain up-to-date addresses for trade press contacts to streamline mail-outs and gifting initiatives.

Manage an Excel sheet for gifting and stock tracking to prevent over-promising on product availability.

Ensure gifting aligns with client KPIs, such as EMV (Earned Media Value).

Reporting

o   Prepare monthly social media reports for clients (e.g., FHA), highlighting benefits and results achieved.

Monitor Instagram stories daily to update client reports and ensure no efforts are overlooked.

Content Creation and Distribution

Create and distribute social media content for FHA and Kent Salon Brushes.

Produce Reels for Schwarzkopf Professional.

Transcribe voice notes for press requests to facilitate content creation.

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What support activities do you currently perform in the delivery of a campaign or event?

Desk research

Database management

Internal reporting

content creation/distribution - Partly responsible

Lead - From our team - Media Relations managers

Update/reporting - Yes

Competitive landscape - Partly

Horizon scanning - Not yet

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I would perform the desk research.

I would usually be responsible for both, I can create the content and also post it out.

I would say my MD Rich takes most of the campaign lead.

We have done previously to see how successful the campaign was.

Yes, we are constantly doing competitor analysis on other companies to identify what we can do better. Usually done in a SWOT analysis.

Yeah, we will usually cover this in meetings to really scope things.

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Create and distribute content internally between different housing teams through newsletters, different council departments and to elected members and cabinet through briefings.

Comms department takes a lead on whole Council campaigns events. Myself and a new colleague take a lead on housing events. Work closely with partner agencies to facilitate other engagement events.

Create and contribute to reports on housing projects. Create briefings for council briefings/reports to directors.

Research other local authorities' engagement strategies. Research local partners engagement strategies.

Horizon scan to an extent. Have to anticipate certain periods which can be problematic for certain wards. Student decamp: areas with high student populations can cause issues to other demographics during the end of the academic year. Similar to when large prosecution cases are built. Something I am trying to improve internally as it requires housing enforcement colleagues to keep me in the loop which they sometimes do not do.

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Primary data

·       Staff Survey – quantitative and qualitive data with an annual survey asking staff how they feel working in the organisation.

·       Interviews – qualitive data collected when interviewing subject experts for health advice, news updates and stories.

Secondary data

·       NHS / Government data – Often quantitative data collected e.g. The waiting list for hospital treatment rose to a record of nearly 7.8 million in September 2023.

·       Research reports - quantitative and qualitive data on the latest breakthroughs in research.

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I would interpret this on research I do for our clients within the business.

Primary:

Asking a customer for feedback (Qualitative)

Reviews on socials

Secondary:

Reviewing job roles on LinkedIn and who works for the business.

Performing competitor analysis on other companies to provide feedback for clients.

Monitoring media coverage

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Primary research:
1) liaising with colleagues (networking) Qualitative

2) collecting own data (surveys / vox-pops) Quantitative

Secondary research:
1) using data generated by colleagues (graphs / stats) Quantitative

2) reading content created by other departments (manuals / guidelines) Qualitative

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We do both in multiple areas of the business in my specific department we research:

Primary

·       Employees satisfaction through quarterly surveys

·       Employee attendance and attrition rates

Secondary

·       We forecast performance for above KPI’s through comparison to our competitors, by working with external bodies such as great place to work we have access to a database which allows us to rank out performance against other companies in the industry.

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Cherrelle

We gather Primary research by conducting student feedback. We have a student satisfaction survey that we include the link in our emails. We have QR codes around the building. We incentivise students to complete with a chance to win a £50 voucher.

We also have a yearly staff survey to gather staff feedback. This is sent out via email.

This is both Qualitative and Quantitive.

Secondary research - We use third party sites like the NSS survey to analyse its results of what students are saying about other universities and the experience they offer.

This is more Quantitive but also Qualitative.

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Quantitate - Decent homes standard is the bedrock of our projects. It describes the areas with the worst housing conditions. This informs our targeting strategy.

Council conducts its own research for the the levels of the private rented sector in Liverpool. We have a selective licence scheme, this means certain areas in LVL need a licence if there is a rental property. The areas covered are the ones with the highest amount of rental accommodation.

Qualitative - I use the local newspaper comments section mostly. I get a taste of peoples feelings towards certain outcomes and projects reported in the newspaper. Tends to be the fringe idea though so I always take with a pinch of salt.

Engaging with residents F2F is the most important. There are days of action were our team is out in an area. Knocking on peoples doors is the best way to find how things are affecting them.

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Cherrelle

-I take the lead on some events from creating to organising. I also collab with other departments on their events and ensure it is executed in my campus regarding things like location, time, resources etc.

-I collab on putting together a yearly schedule of events for the campus to acknowledge or host. I go over activities, audience, budget, communication etc.

-I lead meetings for my team on events taking place in campus and our roles for the event's success.

- I lead meetings across other departments to ensure communication and consistency across events such as student induction.

-I collaborate with others to gather data for a Semester report to provide to Senior staff. Collecting data on student submission rates, attendance, pass rates, class cover, student services accessed etc.

-Use database systems to store student personal details and course information.

-Use Kanban systems for processes.

-I put together communication for students usually via email to send out key info. Recently creating newsletter.

-Send out communication to staff to give them key info.

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Campaign - 4 & 8 week Process

Survey creation.

Media Creation (Created Cards containing survey to be distributed).

Manage survey distribution to recipients.

Database management (update recipient data & share data with colleagues to replicate process.

Meeting management for 30% face to face.

Lead meetings and complete interview style questioning for data collection.

Report on completion rates to operations.

Report on content analysis, P1's and trends to operations.

Report overview of the above to my line manager and project group on a monthly basis.

Other-

Support with coordination of events.

Lead in budgeting and finance tracking.

Support in communication strategies.

Our CEO decides on the events for us to run, my line manager currently organises a project team - and i currently co-ordinate multiple elements of the campaign or event.

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content creation (written / visual)

internal reporting publishing news on intranet

updating staff engage page

desk research sourcing information for articles

attending events to report back

checking reporting back analytics to colleagues

comparing other council websites

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Coordinating and delivering monthly coverage, social media and key messaging reports to clients

Coordinating and delivering as a hub team, the EMEA network monthly and quarterly report to the client

Support with client media attendance at events, coordinating spokespeople and journalists to attend/host briefings

Support with the running of social media at events e.g. live tweeting etc.

Responsible for gathering imagery to support social media post-event

Research what other similar organisations to our clients are doing to ensure we have new/unique angles and POV's on current news/ issues

Run with the support of the client their main and members' LinkedIn pages - Deliver monthly social media plans in line with current news/ business updates

Help manage media databases and master media lists for different verticals - using platforms such as Muckrack, response source, Roxhill

Responsible to updating ongoing coverage trackers and editorial calenders for clients and my organisation

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Support activities in delivery of a campaign or event-

Quite often put together presentations for more senior members to present, or go from a basic version from them and make it on brand and tidy it up, Drive the slides at events, be on hand to assist with any tech issues at events. At our return to work event I went round the operatives asking them to complete a survey to assist with future comms. Taking photos for management to use on LinkedIn. Co-ordinate and organise tasks to ensure we have everything covered which involves meeting before events and a debrief and evaluation after. Create videos and written content to be shown in presentations. Create and distribute invitation comms for events. Support with attendance sheets and supply name badges. I created the certificates for management to give out at the recent event.

I'm usually responsible for content creation and distribution. Depending on the event I will lead or another member of the team. I run meetings for updates, not so much reporting. from an Internal Comms perspective I research and strategic plan how best to deliver depending on the audience - office or field based staff.

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Desk research - competitor analysis of media coverage, research into destinations to aid promotion.

Event coordination - supporting the planning and delivery of airport events for customers/staff, press launches, and internal staff celebration events.

Database - managing contacts of competition winners and using operational spreadsheets to update flight information.

Reporting - contributing to the media coverage aspects of post-campaign analysis reports across the marketing function, reporting to directors on current media coverage and competitor movements, summarising monthly media coverage for internal newsletters.

I am responsible for content creation and distribute this to our agencies to issue. I also get involved with issuing press releases to trade media.

The campaigns team take the lead for all marketing campaigns and feed into each team for what they need to complete. There is no events team - each team contributes towards event planning where necessary.

Update meetings are on an ad-hoc basis based on the campaign or situation being reported to ensure everyone understands the current status.

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what you do to constitute ‘supporting’ in your organisation

Desk research - pr and marketing strategy for the different technologies within SWS Group

Database management: Hubspot

Client/internal reporting: client audits, Customer Care review meetings, reports on marketing apprentice weekly reviews

Are you responsible for content creation or distribution?

yes, creation of marketing marketing materials - case studies, product info sheets, pr announcements

Who takes the lead on campaigns / events in your organisation?

no external events as of yet but will be me in future

Do you run update meetings or provide reporting?

yes - to business director and account management team

Do you research the competitive landscape for your business?

Yes

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In your Groups, find a job description that fits the listed roles and in less than 3 sentences summarise the role. For each role you research, can you find out the following information?

Location: Remote/hybrid/in an office?

Salary ranges?

Industry?

What experience level is required? Qualifications asked for?

Job roles
Group 1

1. Communications Manager

2. Press / Media Relations Officer

3. Director of Public Relations

Group 2

1. Head of PR and Media

2. PR Account Director

3. Event Manager

Group 3

1. Public Affairs Manager

2. Public Relations Director

3. Content & PR Lead

Publish your findings.

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Head of PR and Media:
- Three sentances: The head of PR and media overseees and companies public relations and media strategies, they are repsonbisble for managing the company's reputation, creating and implemeting media campagins and coordinating with different departments, to ensure a consistant brand message. They must have excellent communication and leadership skills.
- Hybrid/in the office
- Salary £65,000-£120,000
- Experience level: 8+ years in PR and Media
- Bachelors in communication marketing or related field.

Event Manager:
- An Event Planner, or Event Coordinator plans and executes promotional, business and social events. Their duties include meeting with prospective clients to understand their needs, hiring venues and contractors and organising transport for guests. Remote and office mix.
- Average Salary: £20,000-£40,000
- Qualification: Event Planners hold a foundation degree, a higher national diploma or a degree in event management, marketing, communications or a related field. Candidates can develop their professional skills and knowledge by completing college courses, such as a Level 4 Diploma in Event Management or a Level 2 Certificate in Event Planning. It’s also possible to gain access to this occupation through an Events Assistant advanced apprenticeship.

PR Account Director:
- Hybrid/in office
- Salary 37,000-63,000
- Five years experience, 2 years in management role and bachelors degree.
- Responsible for managening client relationships and overseeing developments they work closely with clients and understand their needs and goald and develop strageties to meet them.

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1 – Communications Manager
What it is: Collaborate with the Marketing, Content & Ambassador Development Teams to ensure our communication is relevant and effective and works well together. Plan an overarching communications view across all communication touchpoints to ambassadors and agencies. Ensuring impact across multiple touchpoints encompassing business information, products, campaigns, training, incentives, and events.
Location: Hybrid/Remote
Salary ranges: 40K-50K
Industry: Finance/Insurance
What experience level is required/Qualifications required: Previous experience working within large-scale IT migrations/ experience in Communications professional managing various communication methods and various audiences.

2 – Press / Media Relations Officer
What it is: Develop content for print, broadcast and digital and creating media campaigns to protect and enhance the businesses’ reputation. Be on the frontline, answering journalist questions, establishing facts and creating responses. Have an understanding of the media landscape and be confident engaging with journalists and media outlets.
Location: Hybrid Industry
Salary ranges: 40K (based on experience)
Industry: Utilities/ water business
What experience level is required/Qualifications required: Not confirmed but given description 2+ years.

3 – Director of Public Relations
What it is: Leading and developing the marketing strategy, Oversee corporate communications including delivery of strategic PR activity, with oversight of web and digital content, Maintain regular communication with main client contacts to establish a relationship of trust, ensuring that you are viewed as a source of sound strategic, creative and operational advice
Location: Hybrid
Salary ranges: 60k - 100k
Industry: FMCG (Fast moving consumer goods)
What experience level is required/Qualifications required: Experience and exposure in public affairs strategies. Previous experience of engaging with external stakeholders and influencers.

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PR and Communications Apprentice

You will be responsible for supporting organisations in getting their message across and influencing the opinions and behaviours of audiences in the most effective way, we understand the importance of PR and Communications assistants. From dealing with the media, the public, and internal colleagues to various other audiences, this role requires a niche skill set that we can help coach. It is the ideal step into a career in the industry.

Location: Hybrid

Salary ranges: £16,000 - £22,000

Required experience: Entry

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Develop a campaign proposal to launch the brand into the segment you believe could help it achieve its goals.

Write a pitch targeted at a media list (of not less than 5), to include influencers if appropriate, to create interest in the campaign.

Set a range of SMART targets for the campaign to be approved by your client’s Marketing Director

Identify and reference secondary data sources used to inform your strategy proposal.

You will present your campaign proposal this afternoon.

This presentation will last no longer than 15 minutes and should provide a clear coherent strategy for how you intend to help the business achieve its goals.

This presentation should be supplemented by a slide deck as well as any other resources you deem appropriate for the audience (e.g., research notes, buyer personas)

The slide deck will be no less than 6 slides and no more than 8.

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Group 1

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As a minimum, work through the first 4 tasks:-

1. Conduct research into possible niche areas the brand could align.

2. Create a perceptual map to establish gaps in the market.

3. Demonstrate the size and reachability of the target audience and prioritise segments based on potential return.

4. Identify any real-life partnership opportunities for the brand that could aid them in achieving their goals.

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In your Group, you will conduct interviews with each other to decipher insight.

The interviews will be based on the Nourish scenario.

The interview questions can be accessed below.

Once you have asked your questions analyse the answers and prepare a two slide presentation with your insights.

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1. Do you use a meal subscription service?  If so, why? If not, why?

2. What meal subscription service brands do you already know about?

3. What types of cuisine would you want to see in a meal subscription service? - Healthy; quick and easy;   family favourites; vegan; vegetarian; environmentally friendly

4. What factors do you consider are important when buying a meal subscription service?

5. What is your opinion on sustainable materials used in packaging for meals?

6. Would you buy this service?

7. What would you pay for our product?

8. What features do you think are missing from our services?

9. How is our brand doing compared to our competitors?

10. What would you look for in an ethical meal subscription service?

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There are two types of research a brand may employ to find out more about their market/industry:

1. Primary research

2. Secondary research

Individually,  provide 2 examples of each for your business.

Consider whether it is quantitative or qualitative

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What support activities you currently perform in the delivery of a campaign or event?

Desk research

Event co-ordination

Database management

Client/internal reporting

Consider the following questions:

Are you responsible for content creation or distribution?

Who takes the lead on campaigns / events in your organisation?

Do you run update meetings or provide reporting?

Do you research the competitive landscape for your business?

Do you scan the horizon?

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·       The main responsibility in my role is content creation and scheduling onto relevant channels both internally and externally.

·       Head of Comms will distribute out campaigns to assist / lead depending on workloads and subject matter.

·       Support with running the social media at the event and gathering content to use on different channels post-event.

·       Report back to teams how content has performed on social media and press channels.

·       I contribute to update meetings by providing an update to the area of work I’m responsible for.

·       Not often, as in the NHS all organisations are promoting similar messaging. However we do share analytics so we can compare engagement and reach stats.

·       Depends on the campaign, we often scan the horizon to ensure the timing of content is correct.

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1. Using a subscription box is all about convenience as well as not believing that you are sacrificing reliability, choice or significantly more than money that a shopping delivery would be.

2. Hello Fresh is the only one I can think of.

3. The food would want to be sold on its variety, world-cuisine, bold new flavours whilst also letting the customer know that it is sustainable, with vegetarian and vegan options. This way they won’t be worried about health/environmental foods being bland (which can be a common misconception).

4. Reliability is probably the most important, if you’re relying on it for your dinner and it doesn’t come at the right time (or at all) or has ingredients missing it could make the customer hangry.

5. Sustainable materials is probably the best way to go, morally and also appealing to a growing audience that would be able to offset any additional costs by paying a small premium.

6. I would not buy this service, mainly because I like deciding my own meals and am quite frugal when shopping + I also have a supermarket close to me and have time to go there.

7. Realistically I wouldn’t want to spend more than £25 a week on it, even then I would be hesitant.

8. Maybe more flexibility about how much food is coming, more for one week and less for another.

9. It is smaller but has had less time to grow, with 10% of customers this is a good sign.

10. In an ethical meal service I would want genuine ethical products, sustainably sourced (so probably not just avocados as the veggie option).

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Primary:
- Reports for campaings: taking data from campaigns or events that we have run with our clients and analysing this. Could be social media campaigns or in person events and and wrap-up reports will be formed to display this data. We will use research for the data online. (quanititative)

Secondary:
- New business: looking at what competitors of our clients are doing and using the data from other websites to build an analysis on this. (qualitative)

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Primary research:

Recently launched an Online Harms survey, unique to the industry, on abuse female journalists face online which included a mixture of quantitative and qualitative research.

We regularly do employee satisfaction surveys to measure how people feel about the business which can guide improvements. This is mainly quantitative (1-10 agree/disagree) but there are also comment boxes for elaboration.

Secondary research:

The Press Gazette regularly releases statistics on industry growth which are used to gauge competition, quantitative research.

When looking at US expansion the company looked at how other UK titles had expanded into the US which involved mainly qualitative research (on what kind of articles worked and how to change it).

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Primary research:

Wunda milk alternative did a survey on people’s opinions on breakfast. The data is quantitative - 2,000 adults surveyed - 35% think breakfast is their healthiest meals of the day.  This was to create content.

Market research - been to meetings about identifying a consumer profile for our swing audience. We have conducted in-depth interviews and sent survey questions to our target groups - could be quantitative or qualitative depending on questions asked.

Secondary research:

Desk research to see what is working for competitors and what stories they are landing - quantitative. - not sure if this is secondary or primary tbf.

Look at research the FSA has done to see what consumers are thinking about the food industry in general and what’s important to them - both quantitative and qualitative.

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Primary Research:
-Influencer lists/ research - qualitative
- Post Performance Reports - Quantitative

Secondary Research:
- PR & Social monthly reports - quantitative
-Industry research for social - quantitative

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Primary Research Example - Looking at what competitor brands are up to and then bringing all of that data together to create a competitor analysis for a client or new business pitch. - Qualitative data.

Secondary Research Example - Putting results and data of how much media coverage a client received for the month into a table for monthly reports - Quantitative data

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Primary:
1 - ‘Your Voice Survey’ – sent out various questions to understand what employees want to see more of (Mix of qualitive and quantitative)
2 - Influencer/Ambassador research (qualitative)

Secondary:
1 - Coverage reports for products sent by agencies (quantitative)
2 - Online tracking tool (Signal AI) to read press (qualitative)

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Primary - Survey - holding surveys to get opinions from the mass populus to generate a consensus for the PPP Update around the generation of content and its considerations around inclusion and diversity.  (Quantitative)

- Focus Groups - Regarding stories for content we have editorial meetings to discuss the quality of stories that we have collated, and this is used to gather feedback on our service to share what's happening to the public. (Qualitative)

Secondary - Academic Research - Recently I looked into the effect of bold and italics in creating a more inclusive environment around reading styles and taking into consideration peoples time and also learning styles for example highlighting key points of information throughout an article for skim readers. (Quantitative)

- Media Coverage - We research media and current trends and events for example recently Ramadan has started and also Diversity Week have gone by, and we had internal communications based around these. (Qualitative)

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Primary Research:
surveys- on several occasions, I produce surveys using survey monkey and distribute this via email. I recently did one about the awards and events spreadsheet i am lead off- both qualitative and quantitative
interview- many times, I have done interviews with new interns, new leads of the team, etc to gain a deeper understanding of their needs, and improvements that need to be changed- qualitative

secondary research-
In online research, I use online resources such as news websites to gather information relevant to my organisation's communication strategy. This includes things like statistics, case studies, and news articles- quantitative
social media monitoring- I use social media to track trends- quantitative

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https://docs.google.com/presentation/d/1oA0XomcgkU_LwUrLAg31SxBJn66TMPPmGJEI-goZyaE/edit?usp=sharing

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1.

We don’t use:

-       Value for money.

-       Other priorities

-       Lack of control over meal type

Why people might:

-       Convenience

-       Sustainable

-       People who may not be able to/have time to buy from shops ingredients.

2.

-       Hello Fresh

-       Gousto

-       Huel

3.

-       Thai, Chinese (anything with flavour)

-       Catering to intolerances (gluten-free, Lactose intolerant)

4.

-       Sustainability

-       Not processed food, fresh ingredients

-       Quality and quantity

5.

-       If the packaging can decompose naturally.

-       Is there a way to prove  that they're sustainable.

-       That there isn’t an excessive amount of packaging. Ensure that the packaging is more efficient.

6.

-       No.

-       For others, they might be open to the idea as circumstances can differ at different points of people's lives.

7.

- We would be willing to pay £5-£8 per meal as this is the middle ground between buying the ingredients ourselves and buying food at a restaurant/takeaway.

8.

-       The ability to customize your menus

-       Catering to people with allergies.

9.

-       Nourish is more sustainable and this is one of their USP’s.

-       Compared to competitors, Nourish has roughly 10% of the size of their customers, which, for being around for less time, is impressive.

-       Stealing competitors customers, now need to find out how and why.

10.

-       Sustainable packaging

-       Nutritional value and less processed food.

-       Less airmiles and more ingredients from local farmers/sources