Summative Fragrance Project: Instagram Poll Survey Feedback

I carried out a poll survey on my personal Instagram instead of a question-answer survey because I didn’t think as many people would have answered as that style of survey can be quite long winded, whereas an Instagram survey is quick and convenient for participants. However, the only drawback of doing an Instagram poll survey is the lack of detail; you don’t get any personal answers. Although, I do think that as a brand Shrimps would use an Instagram poll as a mode of survey because they take on a friend role instead of a preacher of higher authority...

In my survey I asked whether participants were male or female. I did this so once I had the results I knew roughly the average percentage of male to female answers within each poll question. There is some significance in the fact that 55% of those that answered were female, Shrimps target consumer is exclusively female and the brand itself is heavily feminine. In plan to have a unisex idea so the opinion of males is equally as valid as the females.

Of those that answered, only 12% knew of the brand, to me this was not surprising given that Shrimps is a very niche brand with a specific consumer in mind. Their brand has not circulated in my circle as much as say Palace or Fiorucci. They’re also a luxury brand and my followers (given the average age and demographic) are not buying from these types of brands.

When asked if they would be more inclined to buy into a brand with ethical values, 59% said ‘yes’. Faux fur is central to Shrimps and their brand identity, so for them is a big selling point when gaining new consumers. For a lot of people it is not about the genuine care for the planet/humanity, it is the status that comes with being seen to endorse such brands. However for Shrimps this is not the case, their consumers buy into their brand because they do genuinely care. They could easily buy a real fur coat for the same amount of money they’re spending with Shrimps, but they choose not to.

At 79% the majority of those that answered said they are swayed by bottle design when choosing a fragrance. Given that the vast majority of my followers are millennials or younger, it shows that most are visually driven. The other 21% are most swayed by the actual scent, regardless of the bottle this shows they are more interested in sentiment and personality when it comes to fragrance.

Similar to last question, the fact that 88% of participants answered ‘yes’ when asked if they’re interested in cultural things such as; art, music and literature ect shows that if I want to reach a wider audience (younger and unisex) cultural poignancy is crucial.