the Scoot-Away

During our focus group, participants were asked to describe Scoot's Facebook page as a person, our participants came up with a few interesting findings or brand personality for Scoot.

 

Brand personality can be defined as a set of human characteristics that are attributed to a brand name. A brand personality is something to which consumers can relate. By having a consistent set of traits, effective brand can increase its brand equity. 

 

Scoot's Personality

 

Majority of our focus group participants thought that Scoot was a teenager boy with consistent traits of being energetic, lively, fun, trendy. One of the participants even gave a detailed analysis which puts Scoot in a role of being a school orientation leader. These findings from the focus group were  aligned with the surveys collected. In our survey, when asked to associate a series of attributes to Scoot, 'popular', 'fun' and 'cool' were among the top attributes with the highest mean score. The personality descriptions tends to go towards being young, fun where these personality creates the image of a teenager in the consumers' mind.

 

We have also received some other responses where minority of the participants thought that Scoot was a dull old man or someone who plays multiple roles such as being a gentlemen or female maid. Although these responses hold an insignificant portion of the total responses collected, we believe that there are still certain improvements that could be done on Scoot's facebook page to alter these perceptions towards Scoot's consistent traits of being young and energetic.