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in the month of december i contunued with my writing of introduction and the first few chapters. Having other deadlines for other exams. i had some submissions from other modules that i began to focus on as deadline was near. as soon as they ended, i devoted my attention to completing my final dissertation

the structure of my chapters became cohesive and precise

Impact of the pandemic and business who adapted
marketing strategies of food companies

research methodologies

i created a sample questionnaire where i asked 10 people to fill out and send to me

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Introduction: what happened in the period of covid, how the rise of social media shoppers change of means of advertising to an extent

Chapter 1:

Research, numbers and figures and what consumers were buying, how businesses were making sales. Numbers during covid lit review, competitor analysis, marketing strategy, consumer buying habits, creating links between

2500 chapter 1

Critical analysis

Chapter 2:

Methodology, how and why I’m collecting data about lockdown

Surveys, buying habits of customers and what was the outcome of our research and link to chapter 1 to see if it was accurate

1000 words chapter 2

Chapter 3:

Why was their an increase in this industry, why were people products ,research and methodology, find a study

Results, theory, study, buying habits, targeting ads

Discuss why if your theory was correct or not, link chapter 3 to chapter 1

2500 words chapter 3

Conclusion 500 words.

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this was one of the most stressful months of me completing my dissertation because i kept on felting the need to make changes and had a lot less time on my hands, this made stressed, however, the help of my colleagues, with giving me feedback on work. we had some private dissertation support lessons which made me feel comfortable and re assured as my lecturer went through my work and provided me with feedback which i acted upon.

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planning for intro chapters and conclusion

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planning for intro chapters and conclusion

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HOW DID COVID 19 IMPACT THE FOOD SUBSCRIPTION INDUSTRY AND HOW HAVE THEIR MEANS OF MARKETING CHANGED OVERTIME?

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But what is driving this trend, and how can food and drink brands capitalise on it? Let's explore the rise of the food subscription box. Research shows that habits developed throughout lockdown, where access to stores and groceries was limited, are here to stay.

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Let's begin with a simple question: how many subscription services do you have?

If you're like 15% of online shoppers, you've tried at least one of them - and it's far more likely that you're actually signed up for two, three or more.

When you think of subscription services, your mind probably jumps straight to media companies such as Netflix and Amazon Prime Video, but there's another space which is seeing huge interest - and that's food, retail, and CPG.

From razors for your face to kibble for your kitten, the subscription-based business model is far more than the new kid on the block. In fact, the concepts underpinning it have been around far longer than you may realize.

With that in mind, let's take some time to explore the recent explosion of subscription-based businesses in the food and retail space - and decide whether it's boom... or bust.

The origin of the species

There's absolutely no doubt that the subscription model is here to stay. It just pairs so well with the convenience of our digital - and instantaneous - world that many more businesses are adopting this approach en masse.

In fact, if you've travelled on the subway, watched television or scrolled through almost any social media feed recently, you've probably seen countless subscription companies advertising.

So, it's clear the model has staying power... but where did it all begin?

Believe it or not, the concept of regularly paying for an ongoing service dates all the way back to the 17th century, when consumers would subscribe to periodicals from their favorite outlets. From there, the concept of subscriptions became a mainstay in the publishing industry, covering both books and magazines with brands like Time Life Books.

It wasn't really until the advent of the internet that the subscription model became truly viable once again. As a natural development of its publishing roots, the most common subscriptions remain in entertainment, with brands including Netflix, Spotify and Amazon Prime Video leading the pack. Netflix famously threw the video rental Goliath Blockbusters off the main stage by realizing the value of a subscription model ahead of time.

But entertainment is definitely not the only industry taking this business model by storm. Retail and food brands, while still emerging verticals, are beginning to have a vast impact. Two of the best examples are Dollar Shave Club with its famous subscription-based razors, and Chewy.com, which provides its "Autoship" service to keep pet food stocked up.

The model has become so popular that bigger brands are starting to pay attention and launch their own services.

Take Panera Bread, for example. It recently launched an unlimited coffee subscription, Panera+, for $8.99 a month. It's surely only a matter of time until the larger players in this space, (Starbucks, we're looking at you), follow suit.

Other up-and-comers in this space include everything from HelloFresh, a homemade meal kit subscription, to Vnyl, a monthly delivery of vinyl records.

The benefits of the subscription model

Okay, so we're looking at a business model which has been in use for more than 300 years - it's got to be doing something right... right?

Right.

There are plenty of reasons that businesses are pursuing the subscription-based model, but for now let's just focus on the main ones:

Just like a client retainer, subscription services unlock a reliable and consistent monthly revenue stream.

Because customers pay an upfront cost, you're able to be a little more aggressive when it comes to your overall pricing.

Thanks to having a consistent MRR (monthly recurring revenue), it's far easier for you to forecast for the future.

Provided that your customers like your products, it's much easier to drive up your customer lifetime value.

Sadly, as with all businesses, nothing is a sure thing.

Once the subscription trend really kicked in during the early 2010s, there were many companies who rushed to emulate this fresh new business model. But, for many of them, it was an exercise in futility. One great example of such a business is MoviePass, which, by all accounts, should've taken the film-going world by storm. As history can attest, that simply didn't happen.

MoviePass launched in 2011 with a simple concept: customers could purchase up to three movie tickets each month for a set fee. Customers would simply pay their subscription, then use a mobile app to "buy" their ticket at the theatre. Not only did theaters not take kindly to this "disruptive" tech, the customer numbers weren't there either. After multiple attempts to tweak the pricing structure, MoviePass quietly vanished in late 2019.

So, what's the lesson here? There are several, but the key takeaways are:

● Always listen to your customer. Don't just create a subscription product because it sounds like it has wings, but be sure to focus on solving a genuine problem.

● Target a demographic that actually wants the product and is ready to adopt it.

● If you're disrupting an existing industry, be sure your business model is absolutely watertight.

How can you make sure that your subscription service is part of Camp Boom, not Bust?

If you are considering starting your own path into the subscription world, there are a few points you should consider first to make a success of it.

1) What problem are you solving?

As we've seen, there are plenty of examples of subscription-based businesses that succeed - and plenty that fail.

If you are to be in the camp that makes it, you first need to be crystal clear on the core problem or pain point that your subscription model solves.

Perhaps it's being able to access niche or hard-to-come-by food products. Perhaps it's ensuring a supply of the right type of products throughout the consumer's lifecycle (for example, monthly subscriptions to baby clothes that size up as your child grows)

Determining the pain-point that your product fixes requires you to know your end consumer inside out. So make this a priority before launching into anything.

2) How will you safeguard against the potential pitfalls of operating a subscription-based model?

Just like any other business, risk is inherent to subscription-based services. One of the biggest risks for this particular model, however, is that customers can "pull the plug" at any time.

Each customer who churns shaves another tiny slice off your bottom line, so working on your retention is essential. It's also worth planning for the 'unplannable' - global crises such as financial crashes and recessions (which seems extra pertinent given at the time of writing).

Would these situations cause them to instantly cancel their subscription, or is the value you create simply too high?

3) How will consumer trends affect the viability of your business model?

Another major aspect that can make or break a subscription brand, especially in the food space, is consumer trends.

Consider the ebb and flow of consumer trends before committing to the service you'd like to build.

This also means being ahead of the curve in understanding all of the social and ethical aspects that influence the product your business is built around.

For example, in the last decade, quinoa experienced a totally unexpected boom, but as consumers got wise on the impact that quinoa farming has on local communities (who now, ironically, can't afford to eat it), sales have dwindled. Know your product inside out and be sure to plan ahead of shifting perceptions.

4) Is there actually any money in it?

Let's be realistic here: if there's no money in a concept, it probably isn't worth pursuing as a business - and, as we've seen, not all ideas are winners.

That said, the numbers for subscription businesses are promising. Taking the UK as an example, the population spends a whopping £2 billion on subscription services every year - and 1 in 4 of all Brits are subscribed to at least one service.

So provided you find the right hook and answer the right pain point, there's definitely money to be made.

5) How will you market your subscription-based service?

There's a natural synergy with internet-based subscription services and another popular digital pastime: social media.

While traditional channels of online advertising will perform just fine for subscriptions, social media is the ideal fit - especially influencer marketing. By engaging with influencers and having them try out your product as part of a sponsorship deal, you can reach a huge audience of engaged consumers.

The demographic here is generally millennials, who, again, are the ideal target market for subscription services of all varieties.

Ready to hop on board?

If you operate in the food, retail, restaurant or CPG industry, you probably have a million ideas whizzing around your mind right now: could you create a subscription-based product of your own? Is it a good fit for your brand? What's the best strategy for bringing something like this to market?

If all of these questions seem a bit overwhelming, don't worry - Harvey is here to bring a bit of clarity to this muddle of possibilities.

With our expert team on your side, developing a subscription model which stands the test of time will be a piece of cake. And if you really like subscriptions, and want to see the model in action, why not check out our range of monthly SEO and digital services, too?

Say hello to Harvey today.

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Subscription-Based Food & Retail Businesses: Boom or Bust?

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Let's begin with a simple question: how many subscription services do you have? If you're like 15% of online shoppers, you've tried at least one of them - and it's far more likely that you're actually signed up for two, three or more.

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this was the sample questionnaire i made and had 10 people  fill this out

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this was the sample questionnaire i made and had 10 people  fill this out

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If you're looking for targeted, relevant data which is optimised for your specific needs, primary research could be the solution.

What is primary research?

Primary research definition

Primary research is data which is obtained first-hand. This means that the researcher conducts the research themselves or commissions the data to be collected on their behalf. Primary research means going directly to the source, rather than relying on pre-existing data samples.

This type of research is particularly relevant where the data collected needs to be specific to the context. For example, a company may perform primary market research to discover customer perceptions of their brand. This could not be collected from any existing data source as it is unique to the business.

Primary research can also help to position a person or company as an authoritative figure in the field. The research may then be quoted by other authors, who reference the original researcher as the source, further increasing their position. However, the researcher retains full control over the data, as the data owner.

You don't have to be an expert to conduct primary research. It can be done by people at all levels, from students who require data for their university projects to market researchers who want to gauge reactions to a new product.

Primary vs secondary research - the differences

There are two types of research: primary research and secondary research. Every method of conducting market research falls into one of these categories and it is important to understand the difference between the two.

The key difference between these two types of research is that primary research is collected first-hand whilst secondary research is gathered from pre-existing studies.

Primary research is also referred to as field research. It involves original research, which is carried out first-hand, often for a specific purpose. It can be conducted through a range of methods including questionnaires or surveys.

Find out more 🡪

Secondary research is also known as desk research. This type of research relies on pre-existing data sources such as company websites, articles and market research reports. It is generally carried out at a desk, either offline (via books, research documents, etc) or online (via websites, pdf reports, etc).

Most market research will typically begin with secondary market research. This is usually initiated by typing a query into a search engine and is used as a knowledge basis from which to conduct further investigations. Once it is established what data already exists, the researcher can then decide whether to proceed with primary research or to delve deeper into secondary research.

Primary research is often seen as being more valuable than secondary research as it answers a specific question rather than relying on second-hand data which was originally collected for another purpose. This means that primary research is generally more conclusive than secondary research. However, it takes more time to conduct this type of research and is therefore more costly.

Types of primary research

There are many ways of gathering primary research. The most suitable method will depend on the questions you want to answer and the problem you're trying to solve. The most common primary market research methods are interviews, surveys, focus groups and observations.

Interviews

Interviews take the form of a one-to-one or small group question and answer session, which can be conducted over the phone or in a face-to-face environment. Interviews are most useful where a large amount of information needs to be collected from a small sample of subjects. Interviews are often used to obtain information from an expert about a specialist topic. This type of research is highly personal, so follow-on questions can be asked to ensure clarity.

Surveys

Surveys are most frequently conducted online using paid or free survey tools and offer a convenient and cost-effective solution where a response is required from a larger population. Questions are pre-written, offering the respondent little flexibility if their answer doesn't fit (making functionality such as skip logic essential) and response rates can be variable. The length of a survey is a delicate balance: if a survey is too long, participants may get bored and leave the survey incomplete. However, if the survey is short, not enough data will be collected to form a full picture.

Focus groups

Focus groups are used to collect data from a small group of people who are often subject matter experts in the topic of research. Discussion is initiated between the group members to discover their thoughts. This method is commonly used by businesses to gain insight into niche markets and learn about their customers.

Observations

Observations are carried out impartially, by simply observing an event and taking organised notes. In this method, there is no direct interaction between the researcher and the subject. This method removes the potential bias which could be encountered during an interview or survey as the encounters observed are genuine reactions. Observations can be carried out by camera or by a trained observer. This method is commonly used by toy manufacturers when testing their products on children.

Advantages and disadvantages of primary research

Primary research has many advantages, although it is not the most appropriate type of research for every situation. It is important to consider the individual requirements before deciding on the most appropriate research method for the situation.

Advantages of primary research

Primary research methods offer a targeted approach to market research. This allows specific issues to be addressed, keeping the research completely relevant to the objectives and scope of the project. This means that the research is specific to the individual market, rather than the mass market.

This type of research also allows the marketer to have complete control over the methodology used, along with the representative sample size and the sample selection process. This helps to further improve the relevancy of the research to the person or organisation.

Secondary research is often outdated and may no longer be accurate for the market the researcher is trying to target. Primary research guarantees that the information collected is up-to-date and relevant, enabling accurate trends to be revealed.

Primary research also allows the person or organisation to control ownership of the data. They may choose to release the information to enhance their position as an authority in the field, or they may choose to keep the data private to avoid giving competitors an advantage.

Disadvantages of primary research

The main disadvantage of conducting primary research is the cost involved in the process. Secondary research can often be collected without cost, whilst primary research is more involved, increasing the cost of obtaining it.

Primary research can also be time consuming to carry out, especially if a large sample size is required. The time required to effectively plan primary research, carry it out and analyse the data is much greater than the time taken to conduct secondary research.

Inaccuracy must also be accounted for. Respondents may be biased based on their previous experiences with an organisation or may not fully understand a question on a survey, leading to misleading or inaccurate responses.

Using surveys as a primary research method

Surveys are a cost-effective method of sampling a large group of people. They involve a series of easy to answer questions which are generally multiple choice. This allows quantitative data to be collected and analysed by the researcher.

The multiple-choice questions can also be supplemented with open-ended questions to gather more detailed information and allow thematic analysis to be undertaken.

To sum up, primary research is a great option for individuals and organisations who need original data to meet a specific need or to answer a particular question. It may be more costly and time-consuming than using secondary data, but in many instances the benefits outweigh the associated costs.

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Primary Research Methods Explained - SmartSurvey

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Quantitative and qualitative research methods have different strengths and weaknesses, and choosing the right one depends on research objectives and resources.

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the food industry peaked my interest highly, as it received a positive impact from the pandemic, as it grew by up to 200%

i decided to write about the food industry and impact on marketing during pandemic

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with the ideas i got from my prep assignment, i decided to make my initial dissertation a more specific one, so i started to look at industries that had been affected by the pandemic the most.

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Verblio's latest survey of digital marketing agency owners and experts found that the content industry has grown considerably during the pandemic.
Based on the survey, most digital marketing agency owners and experts reported an increase in business over the last 12 months. 71% of respondents said the demand for content for online marketing had grown considerably. Agencies said they have added over nine new clients and lost less than four in the past year, with 75% of respondents expecting further growth in the industry.

Around 75% of agency owners and experts said they expect revenue from content marketing to increase over the year, and only 3% expected a decrease in revenue. Notably, 62% of agencies said blogs are their most profitable content offerings, with landing pages taking up the second spot.

While interactive marketing campaigns command the highest pricing, social media posts are the least expensive. But, social media is still the most popular medium. Additionally, 61% of content creators plan to expand their blog offerings, followed by landing pages and video marketing.
Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings Read the original article
[2 minute read]

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Despite COVID-19, demand for online marketing content grows significantly | YouGov

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Verblio's latest survey of digital marketing agency owners and experts found that the content industry has grown considerably during the pandemic. Based on the survey, most digital marketing agency owners and experts reported an increase in business over the last 12 months. 71% of respondents said the demand for content for online marketing had grown considerably.

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this is the topic I went for my diss prep where i spoke about the increase in demand for covid during the pandemic and how its changed the future of marketing

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Lead Question Proposal (1000 words) Research Review (1000 words)
Chapter Plan
Ethics Checklist
Progress Map

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during the final term for the second year of my degree, i was tasked with making a dissertation prep, which involved making a 2000 word essay with a research and literature review