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Section A: Core information

Section B: Assessment Brief and Requirements

YOUR ASSIGNMENTS FOR THIS MODULE

In this module you have TWO assignments – an individual one, and a group one.

These 2 assignments are LINKED.

In the individual project you are going to do secondary research (stage 1)

In the group project you are going to do primary research (stages 2 and 3)

This will allow you to practice all the key research techniques you need to know as part of the research thread.

You are the Bright Lights Agency (BLA), a market research and marketing company

YOUR CLIENT

Your client is Zuma Fitness, a chain of 4 health and fitness clubs based in NW London with a target audience of 18 – 24 year olds. This group are known as “young adults” and often shortened to YAs.

Zuma Fitness was established in 1997 by a young Oxbridge graduate – James – who started his career in banking but had always wanted to start his own business. The group turns over (sales) more than £3.5m a year and has enjoyed £ growth of about 5% per annum over the past 10 years. Having come through Covid, the business has good cash flow and wants to expand as it looks towards 2030.

Gyms are very dependent on membership renewal – 70% of turnover comes from gym goers renewing their subscriptions (Pure Gym, 2023). There is also a strong correlation between gym renewal and gym going, because the more frequently people go the stronger the habit developed and the greater the appreciation of the service. In short, there is a virtuous circle of engagement and perceived value.

The business objective is therefore to increase the frequency with which young adults (18 – 24) visit Zuma gyms through improving Zuma’s products and/or services. James wants to make sure the chain is ready to meet the needs of the next generation of YAs and to keep them coming back for more.

THIS IS HOW YOUR ASSIGNMENTS WORK TOGETHER FROM END TO END

YOUR INDIVIDUAL ASSIGNMENT (STAGE 1 SECONDARY)

Your research aim is to: Identify the usage, needs and industry trends in health and fitness clubs amongst young adults 18-24 and the implications for improving Zuma Fitness’s product/service.

This assignment has FOUR main components:

1. You need to identify the key findings from secondary (pre-existing) sources covering usage, needs and industry trends for health and fitness clubs amongst young adults 18-24.

2. You need to identify the implications of this fact to help Zuma Fitness meet its business objective

3. You need to identify any NOTABLE limitations of the data.

4. You need to write an Executive Summary which pulls together the different facts and implications to create a summary outlining your conclusions and some recommendations.

The submission format is a PPT video with no more than 11 slides, and a maximum 15 minutes’ running time. The submitted video must include a small insert of yourself narrating on each slide to provide proof of authorship. Failure to do this will disqualify your assignment.

For more information about how to record and upload a PPT video, and a suggested layout, see section C (FAQs) and the video available on Moodle.

Section D: Module Learning Outcomes covered in this Assessment

This assessment contributes towards the achievement of the following stated module Learning Outcomes as highlighted below:

 Understand the practice and principles of effective market research

 Appreciate the models, methodologies and approaches used to gather primary data in business market research

 Design appropriate primary and secondary research programmes

 Critically evaluate and understand business research outputs

 Make valid and actionable business recommendations based on market research

 Produce outputs directed at a business audience