Primary Research to Undertake

1. Archives:

M&S - book an appointment and find information on their specialist pieces

What am I going to get from this?
A more in depth look into how food used to be advertised, what was in these advertisements and how were they shown.


2. Content Analysis:

Do a content analysis of advertisements in / out of the supermarket
For example, in the store I would take a large sample size (Tesco, Morrisons, Sainsbury's, ASDA, M&S, Lidl & Aldi) and record what typography is used and what colour is used.

What am I going to get from this?
It will show me how similar or different the techniques that the supermarkets use and how these influence what consumers buy.


3. Interviews:
I will conduct 2 interviews.
One with people my age around university and compare that to an older generation (will do at home).
The other will be of various people who suffer with coeliac/intolerance and see what their life is like or what they are accustomed to.

What am I going to get from this?
1. It will show the attitudes towards this particular lifestyle and if a gap in generations has any outcome on what they believe.
2. It will be interesting to see other people's first hand experiences and their reactions from other people when they discuss their lifestyle.


4. Allergy Free From Show
I aim to visit the free from show in Liverpool on the 4/5th November.

What am I going to get from this?
I want to see what is on offer as this is the only one of it's kind and speak to the people there.


5. Finally, I want to try and get in touch with 'Mrs Crimbles' / 'Be Tempted' (appeared on Dragon's Den) / Genius
These are all brands that are profiting off of this lifestyle, would they be able to discuss their success, negatives and how their industry has changed and what they have to offer this target audience.