Trader Joe's Industry Report
Fall 2024 | Adobe InDesign, Photoshop, Illustrator, Claritas, Brand24
Trader Joe's Industry Report
What is this project?
I was tasked with analyzing a company or organization through secondary and primary research in a communication research methods course at the University of Tampa. The goal of the project was to uncover insights for identifying opportunities, diagnosing challenges, or evaluating a course of action, all framed within the context of advertising and public relations. I chose to focus on the company Trader Joe's and produced a professional-quality research report that was structured around multiple research techniques, including audience research, empathy maps, and observational research. I also conducted a social media audit, providing critical insights into the organization's current communications and their potential areas for improvement.
How did I prepare?
In preparation for the project, I began by conducting secondary research from trusted industry sources to understand Trader Joe's target audience. I used numerous sources, including case studies, trade publications, and professional articles to inform my report. Additionally, I utilized Claritas PRIZM segments to gain insights into the geodemographic characteristics of the target audience within the Tampa region. After gathering the necessary research, I created empathy maps and audience personas to better visualize the different segments of the target audience. These methods allowed me to organize and present my findings in a structured, easily digestible format. I then outlined the entire report, ensuring that each section would address the key research areas, such as secondary research, observational research, and social media audit.
How did I put my plan into action?
The next step was to put my plan into action by designing and executing the research. I conducted observational research on the organization by visiting the primary Tampa Bay Trader Joe's location and conducting a user experience study. This allowed me to analyze the store's customer flow, interactions, and effectiveness in real-time. My priority was to identify any gaps or areas where the brand could improve. Additionally, I completed a social media audit, examining posts across multiple platforms, comparing them with competitors, and assessing how the brand was performing in terms of engagement and sentiment. Each research method provided me with valuable insights that I synthesized to formulate actionable recommendations for the company.
What were my results and lessons?
The final results of my project were highly successful. I received a grade of 100% for the assignment, outperforming the class average of 70%. My professor commended my work, particularly for its depth and clarity, and asked me to share it as an example with future classes. I believe the project had a significant impact not only on my understanding of research methods but also on my ability to provide real-world insights and solutions. One of the key lessons I learned was the importance of combining both secondary and primary research to get a comprehensive view of a brand's positioning. Additionally, I learned how to approach research with a strategic lens, helping me evaluate the company's current efforts and suggest improvements. The process of overcoming challenges, such as managing different data sources and ensuring that my observations were accurate, ultimately strengthened my ability to conduct thorough and reliable research.
