Our team decided to carry out a focus group with 7 participants to delve deeper into customer insights about Zara. All the participants either knew the brand Zara or have purchased or worn their apparels. There was a good mixture of gender and ages to capture the differences in viewpoints. (See participants’ profile below)



Stemming from our insights from Assignment 2a, we intend to uncover how gender, purchasing power and external influences affect the decision-making process of consumers.



In order to stimulate discussion, we brought along a set of Zara apparels for participants to feel and touch the products. This will serve to decipher brand judgment and feelings.



Also, we structured our questions to fit the CBBE framework so as to weave consistency throughout our research. The dimensions we explored during this focus group session included Brand Awareness, Brand Imagery, Brand Performance, Brand Judgment, Brand Feelings and Brand Resonance.



Participants’ Profile
A: Melody Gan, 25, Female
B: Chow Kut Sheong, 53, Female
C: Germaine Tan, 20, Female
D: Clara Loh, 29, Female
E: Brandon Lim, 19, Male
F: Rui Mingzhi, 24, Male
G: Lin Junlong, 29, Male