Question) Answer the following question from the case below:

part A) Discuss the role of qualitative research in identifying consumer's need s for weather-related information. Which qualitative research techniques should be used ?

part B) Can observation methods be used to determine consumer preferences for weather-related information? If so, which observational methods would you use? Why?

2.1 The Forecast Is Sunny for the Weather Channel! When the Weather Channel, the first 24-hour all-weather network, began broadcasting in 1982, it quickly became the object of mockery. Many in the industry ridiculed us, sug- gesting that the only type of advertiser we would attract would be a raincoat company or a galoshes company," re- members Michael Eckert, the Weather Channel's CEO. Be- sides pondering where advertising support would come from, critics questioned what audience was going to tune in to a channel that boasts wall-to-wall weather, a topic that sounds as interesting as staring at wallpaper. So far, the an- swers to these questions have been quite surprising. Since its inception, the channel has gained support from a cadre of deep-pocket advertisersincluding Buick, Motorola, and Campbell's Soup contributing $40.8 million in rev- enue in 1995 alone. In 1996, the channel's number of loyal subscribers grew to over 60 million, firmly placing the net- work in the top 12 cable networks in the country. "There might have been a time people weren't willing to admit that they were viewers. Now people are proud to say they watch us," says the Weather Channel's Vice President of Strategic Marketing Steven Clapp. "Research shows that we are (gaining ratings), although it's difficult to isolate why." A major event linked to the increase in popularity of the network is the extensive brand-building effort launched in the spring of 1995. Although some viewers will always see the weather as just a commodity, promise for making the presentation of weather forecasts into something brandable lies in a growing segment of "weather-engaged" viewers, viewers who tune in regularly and ones that the network wants to reach. "Viewers know that they can tum to us for quality forecasts and weather expertise. What we're trying to do is take it one step further and emotion- ally bond with the viewer," says Clapp. Hayes Roth, a branding expert agrees that branding the channel helps build stronger ties to viewers and advertisers. The com- pany's efforts have included improving the network's products, extending the Weather Channel name to related products, and a promotional blitz. The network, whose slogan declares that no place on Earth has better weather," went beyond providing just ex- pert forecasts to create lines of programming tailored to retaining viewer interest. The network uses a staff of 60 meteorologists to analyze National Weather Service data and prepare 4,000 localized forecasts. These local reports are the channel's mainstays, but new features have crept in that have had the effect of stretching the average view- ing time from 11 minutes to approximately 14 minutes, with some fanatical individuals watching for hours at a time. These new features act to expand what constitutes the channel's weather information and spark the interest of the average viewer beyond the routine weather topics. For example, "The Skiers Forecast" spotlights conditions on ski slopes. The Weather Channel has worked with the National Football League to prepare specialized game day forecasts. Playing off a recent upsurge in interest in the weather among audiences, spawned in part by movies such as Twister and bouts of bad weather in 1996, the net- work has presented features such as The Chase, a program about people who chase tornadoes, and Forecast for Vic- tory, a one-hour-long show that looked at the role of weather in deciding significant battles of World War II. These features keep certain segments of the market glued to the station for more than just the weather forecast. The Weather Channel has also worked to extend its boundaries beyond just the television format. Cus- tomized Weather Channel reports are available for over 30 on-line services, 120 radio stations, a hugely popular 900-number phone service, and a myriad of newspa- pers-all with the Weather Channel tagline or logo. "If a consumer sees the Weather Channel name in the newspa- per, that just reinforces the brand," says Roth. In addition to these partnerships, the Weather Channel has worked to package weather in creative ways including books, home videos, calendars, educational material for elementary schools, and a $50 CD-ROM titled Everything Weather. In fact, after a hugely positive response on a test mailing, loyal audience, something of which other networks are envious. "No one really comes close to the hold that they have on their market. They really know what they're talk- ing about, and that's a marketable commodity. They have the chance to own the weather. They could become the of- ficial brand of weather." Thus, the forecast is sunny for the Weather Channel! in February 1996 the network started a mail-order cata- log of company-themed merchandise. One of the most widely popular line extensions is the company's Web site (www.weather.com), which enables users to create a per- sonalized weather page. In only 40 minutes after its launch, 1,000 users had already created a customized Web page. In an effort to build on the network's authoritative brand image, the company undertook a promotional move in 1997 in an effort to become more approachable and re- tain seasonal increases in viewership. The Know Weather, No Limits Campaign" centered around a contest with prizes including color TVs and a grand prize of a Chevy Blazer with 13 million game pieces distributed in TV Guide magazine. The campaign was backed by 76 cable systems reaching a total of 6.2 million cable customers. A more recent promotional campaign titled "The Front," re- volved around the premise of a weather-themed bar (as op- posed to a sports-themed bar) named "The Front." The patrons and staff of the tavern were shown to be real Weather Channel fans in a number of humorous TV com- mercials and print ads. "The sense we were trying to con- vey [is] that the Weather Channel is not merely a dry dissection of highs, lows, and storm fronts. We're saying 'Hey, it's a comfortable place. Stay a while.' Although the network has potential, branding expert Hayes Roth notes that the network still has a few prob- lems to overcome. "They have a great brand name but it's boring as toast. They're doing a mediocre job of on-air branding. If you're surfing channels, it's so dull that you tend to flick by it." Roth also sees that the brand lacks a cool or hip image. People wear clothes with the MTV logo because they've decided that it's a cool logo. I don't know if people want to see the Weather Channel on their jacket. Despite these gray clouds, the Weather Channel does have a very sunny spot. The network has a large