20 Chapter III Research Methodology III.1 Research Design The research design refers to the chosen framework of research methods and techniques adopted by the author to conduct the study, aimed for addressing the research questions identified in previous chapter. A well research designed approach is essential to effectively answer these research questions. Generally, there are two main types of research designs: qualitative research and quantitative research. Qualitative research is a non-numeric method used to examine the characteristics of natural objects, wherein the researcher acts as the primary instrument (Sugiyono, 2005). For this particular study, the chosen research design is qualitative. The diagram depicting this research methodology is provided below: Figure 3.1 Research Design 21 III.2 Data Collection Method III.2.1 Qualitative Data Collection The data method collection used qualitative data approach. Qualitative data will be collected through primary method and Secondary method which focused on the company problem, and factors that cause the problem, both internal and external data will be analysis using several analytic tools (Greener, 2008). a. Interview : a structured in depth interview question to specific target key stakeholders (regulator, owner, customer market insight manager, product development manager, brand development manager, production and factory excellence) . The interview will observe and gather data on related aspect as Key Performance Indicators (KPIs) for determining key issues, trends and uncertainty and develop future decision making process through scenario planning. b. References Publication : designed key drivers scenario and external factors with PESTLE analysis Analysis past historical data, current company capability, trend data for developing future scenarios for best business strategic. III.2.2 Interview Concept The in depth interview process is where the interviewer will ask unstructured questions and interviewee is allowed to elaborate his answer in order to ensure the quality of the information that is obtained (Cooper & Schindler, 2014). The purpose of this in depth interview on this study is to explore the business of OMG brand to the perspective of the top management and executives. Respondent Role Area of Expertise Mrs. SC VP of R&D and Owner Business, People & R&D Ms. CAG Group Head of Marketing Marketing & Brand Development Mrs. SW Head of Procurement Procurement & Operation Ms. PA Head of Development Operation & Innovation Mr. MK Group Head of Innovation Innovation & Market Trend Mrs. MK Head of Trade Marketing Marketing & Sales Mrs. IC Market Insight Manager Consumers Behavior & Market Insight Ms. DA Head of Marketing Excellence Operation Strategic Marketing 22 Objectives Structured List of Questions Respondent Influence of Government policies on cosmetics industry Regulation and political change (PESTLE) • What is the impact of government policies on Paragoncorp's internal policies, particularly in the cosmetics industry • How frequently do regulation change. What triggers regulation changes on cosmetics. • Owner • Legal Lead • Market Insight Manager Barrier to entry (PESTLE) How stringent are cosmetics market policies, and what challenges exist for new entrants in the market. • Legal Lead • Product Development • All interviewee Indonesia market beauty trend, consumer’s changes & sentiments. Beauty segmentation in Indonesia (Product Lifecycle, Porter’s 5 Forces) • How is beauty segmentation and categorization and does Indonesia beauty consumer price sensitive. • What is latest beauty trend in Indonesia. • Market Insight Manager • Marketing Group head Consumer’s trigger in buying product (Product Lifecycle, Porter 5 Forces, PESTLE) • Where is the consumer’s main channel in getting beauty product. • Where do they find the beauty product information. • What influence them in buying beauty product. • All interviewee Consumer’s change (Porter’s 5 Forces, Product Lifecycle) • Do the consumers change. What triggers consumer disloyalty in beauty product. • What is the signal in consumers worn out of a product. • All interviewee Competition and Product Substitution (Porter’s 5 Forces, Competitors Mapping) • What is competitor role in shifting customer’s choice.