In your role as Assistant Customer Insight Manager, you are required to produce an individual marketing research report, covering evaluation of H&M’s problem that relates to branding, and/or digital marketing strategies and suitable research solutions. Your report should include appropriate branding and/or digital marketing theories and concepts as well as a suitable research method, and you should apply these to a context – your organisation (H&M). To do this, you need to first conduct a critical literature review to show the extent to which your organisation has used branding and digital marketing strategies.

A research proposal (attached) was developed and presented. This means that a summary of the organisation’s branding and digital marketing strategies, propose research questions and research method, any ethical constraints, and timescale for your research. The purpose of the proposal is to help you to fine-tune your research questions and objectives and propose research methods in order to undertake the research project appropriately. The proposal becomes your research plan or template that will help you to carry out your research.

The Marketing Research Report write-up however is an individual activity based on the proposal and data collected. So, although the proposal and design and implementation of the data gathering were undertaken by the team and all data shared, all analyses, presentation of findings, discussions of insights from results, reflections on the research process and conclusions must be your own work.