Primary Marketing Research :: Group discussions and street interviews



AME Marketing was commissioned by Ayr College to undertake a substantial marketing research project that would investigate the learning needs of those living in the locality of the college's Girvan and Cumnock campuses.

The college required the information to especially tailor its courses towards the specific needs of the people living in these communities. To meet the college's research brief, AME Marketing designed a study containing both qualitative and quantitative research elements.

In the first stage of the research, two group discussions took place. One was held in the Girvan location and the other in Cumnock. The discussions were designed so that the general opinions of the target group towards further education and learning were uncovered. Topics of discussion included what barriers people encountered when deciding to further their education, where and how they found out about learning opportunities and what courses would be of interest.

The findings from both discussions were then used to formulate a questionnaire, which aimed to quantify the extent to which the target sample agreed with the group participants!

AME Marketing carried out 400 street interviews, all of which took place in and around the Girvan and Cumnock areas. The findings from the research unearthed a number of surprising pieces of information. The research also confirmed that the college was already responding particularly well to the needs of its target audience.

All in all, the research has played a pivotal part in how the college has positioned itself in the marketplace.