Qualitative Research ( Nike Soccer)

Qualitative Research is a method of research that emphasizes the participant's perceptions and attitudes in a natural setting.  The researcher (s) is the primary data collector, who is looking for the participants input. This type of research differs from quantitative research because it is more focused on attitudes and beliefs rather than numbers, stats, and surveys.  Qualitative research can be done through  methods such as focus groups, interviews, panels, and field- studies.
 In a You Tube video, I observed a Nike marketer conducting a focus group on elite soccer players. The product manager conducted a focus group on current and future shin guards that will be released to the public. In the  Nike Soccer video, the product manager is looking to find the players attitudes towards each shin guard.  The man wants feedback to what the players, like and dislike about the product. At one point he asks, " what things do you think we have done well?  What things can we do a lot better." The manager  also refers to the players as elite, whether they are or are not, it gives the players a sense of importance while he is addressing them.

Since these players are elite, they are the prime focus for how to market to a larger following of soccer players. The younger soccer players may know many of these players, and of course they want to be like, and even imitate their favorite players. The manager draws relations to Ronaldo, and Rooney, who are great players. The people in the focus group also may take pride in thinking that they are being compared  to these incredible athletes.  The focus group is highly concerned on the attitude of the players, and why they  are choosing each specific shin guard.  The manager goes on to say that they aren't preparing these guards for a certain shape of player, or type of player, but for a style of player. So look and comfort may be possible things he took into consideration. Players in the focus group said that the tips they are giving to the marketer might be helpful in his marketing to the public, and may also better the product in some way.

In this video, we found out some attitudes of players, and possibly the main demographic which is going to be targeted. I feel the main demographic will be all teenage soccer players looking for style. The name Nike stands alone in athletics as the forerunner in the industry, which allows them to conduct surveys with these great athletes who probably received an incentive to do the interview and focus group. The players may have all been given new shin guards and gear by participating in the focus group.  This was a great example of qualitative research, and I enjoyed examining the video, and making connections to what  I have learned and seen in research class.