encourage women to speak out about their experiences is Twitter and the #metoo hashtag.
Appendix 8
Focus Group Transcript
Hiya everyone, first of all I would like to say thank you all for attending this focus group. I thought it
would be nice to let you all know why you are here. I am currently writing a dissertation for my final year
of university. My subject is feminism and I am looking at the marketing aspect of selling to women. I am
conducting a focus group to gather opinions from others especially millennials. I’ll be asking a few ques-
tions but this study should not last longer than 30 minutes. Please do not hesitate to join in, there is no
wrong answers. Does anyone have any questions?.... No?..... Ok lets begin….
Interviewer: what does feminism mean to you and why?
Roxy: I think it means equality of sexes because women should be on an equal platform as men. Things
like the gender pay gap make me so angry!
Kelsey: I think feminism means girl power! Its all about being independent women, who don’t need no
man.
All: **laughs**
Tiff: To be honest I think feminism is all like a hatred towards men. When I think of feminism I think of “I
hate men” tattoos that I have seen on insta. Get me?
Anna: I think its about females wanting to come together to be appreciated! Because we can do what
men can do! To some point yeah I guess I am a feminist.
Interviewer: Thanks guys, they were some extremely strong opinions. So how did you all hear about fem-
inism?
Kelsey: I’ve not known about feminism for that long really I don’t think. I think I kinda found out about it
through social media.
Interviewer: ok, so what form of social media was that Kelsey?
Kelsey: Umm, Instagram mainly like shops showing there clothing, you know like the slogan t-shirt that
say “femme”? Then I guess twitter has a lot of feminist accounts, but I prefer Instagram and the girl power
pics.
Interviewer: Thank you, that’s great. Anyone else?
Roxy: actually I learnt about feminism in a-level history, we learnt all about the suffragettes.
Tiff: yeah same I learnt about it in sociology
Anna: celebrities like Emma Watson and Jennifer Lawrence, they are always speaking out about femi-
nism.
Kelsey: Oh yeah don’t forget about queen b- she’s gotta be the ultimate feminist
Interviewer: Thanks guys that’s very interesting, shall we move on, so what high street brands are you
favourite?