ORIGINAL WORK PROPOSAL:

Part1:DESCRIPTIONOFWORKANDDESIREDENDRESULTS
DescriptionofWork:
Formyoriginalwork,Iplantoconductathreepartstudy:
1. InterpretiveResearch:Togainbackgroundknowledgeonthevarying
effectsofcolor,font,logoshape,andcopylengthIwillreadandthen
createresearchabstractsfor5differentarticlesand2differentcase
studies.
2. OriginalResearch:Togathernewdata,Iwillconductamultipart
observationalstudyusingstudentsfromLibertyHighSchool.Amore
detaileddescriptionofmyprocessescanbefoundinparttwoofthis
proposal.
3. ResultsInterpretation:Aftercollectingdata,Iwillintegratemyown
findingswithinformationgainedfrominterpretiveresearchandcreatea
brandingstyleguidethatwillappealmostefficientlytomytargetage
groupofadolescentsages1418.

DesiredEndResults:
Throughthisoriginalwork,Ihopetoexpandonmy
personalfascinationwiththeintersectionofpsychologyandmarketing,while
alsogainingvaluableinformationthatwillallowmetobetteradaptfuturebrand
styleguidestowardsanadolescentmarketing.Ultimately,theempiricaland
clinicalresearchconductedduringthecreationofthisoriginalworkwillbenefit
meinaprofessionalsettingbynotonlyallowingmetogainexperienceinthe

fieldofmarketingresearch,butalsobyprovidingmeachancetogather
implementableresearchfortodaysdynamicmarket.

Part2:PROCESSES
Research:
Iplantogathermysourcesforinterpretiveresourcethroughonline
journalswitharticlesaboutpsychologyinmarketingandbranding.Casestudies
willbepulledfromdifferentmarketingoradvertisingfirms.Then,Iwilltypeup
researchbriefstosummarizemyfindings.

ObservationalStudyProcess:
MystudywillconsistoftherandomstratifiedA/Btestingof150studentsdrawn
outofthepopulationofLibertyHighSchool.Totestadolescentresponseto
differentelementsofacompanysbrand,Iwillexposeeachtestsubjecttothe
followingprocess:
1. Beginbyaskingsimplepersonalquestions(toprovidedemographic
backgroundforlateranalysis)
2. Havethetestsubjectgotthroughaseriesof5testswheretheywillbe
askedtoassociatetwothingsoruseaSemanticDifferentialscaletorate
theefficacyofacertainbrandingelement.
3. Iwilltesttwogroupsof50malesand50femaleswithdifferentoptions
(A/Btesting).

InformationandSuppliesNeeded:
1. Iwillhavetorecordwhichstimulieachtestsubjectfindsmostmemorable
ineachofthefivecategories(color,logoshape,image,font,slogan).
2. Venue:IplantopullsubjectsintheLibertyHighSchoolcafeteriabefore
andafterschool.
3. Materialsneeded:DisplayBinderwithall5testsinsheetprotectors
4. Informationwillbecollectedusingprintedhandouts.Theinformationwill
thenbetransferredtoExcel,andagraphingfunctionwillbeappliedto
visuallyrepresentthedatacollected.
5. Eventually,datacollectedthroughthisexperimentwillbeintegratedinto
theresearchIconducted,intheformofacomprehensivebrandingstyle
guidebasedoffoftemplatesusedbycorporatebrands.

Part3:OVERALLPURPOSEOFORIGINALWORK
Goal:
Togathermeaningfulinformationregardingsubconsciousaffinities
towardsretailbrandingelementsinadolescentsages1618throughinterpretive
research,anobservationalstudyconductedwithstudentsatLibertyHighSchool,
andafinalcomprehensivebrandstylingguideoptimizedfortheagegroup
analyzedinthestudy.

KnowledgeApplied:
Duringthecreationoforiginalwork,Iwillbeableto
implementresearchandinformationsummarizationskillsthatIhavebeenabletolearn

duringmyyearinISM.AdditionalmarketingknowledgegainedfrombothISMresearch
interviewsandpastexperiencesinDECACompetitiveEventscanbeincorporated,while
myknowledgeofobservationalstudydesignfromAPStatisticsalsoapplies.Finally,the
brandstyleguide,whichwillbecreatedasaresultoftheobservationalstudy,allowsme
tointegratemygraphicdesignskillsandgainamoreintimateunderstandingofthe
creationprocessofbrandingelements.

FulfillmentofOriginalWorkRequirements:
Ultimately,thisproposedOriginal
Workishighlyproductiveinitsprovisionofvariousopportunitiesforknowledge
accumulation,whetherthroughinterpretiveororiginalresearch.Additionally,Iwillbe
abletoapplytheprocessofanalysisbyidentifyingpatternswithinteenagersaffinity
towardscertainbrandingelements.Eventually,aconclusionwillbereachedregarding
themostoptimalwaytoreachouttothespecifiedagegroup.