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Making the Most of an Ethnography Study

advertising research / behavioral research / ethnography / blog / youth
"Who is your typical rural teen male?" As market researchers, we often field these types of questions from clients working on a campaign. We need to be able to provide a portrait of the target market so that the strategy and creative teams can create a message and execution that resonates with the intended audience. Otherwise, how would any ad prompt people to buy that latest Apple product or eat more fruits and vegetables? One recent question we were tasked with was ‘who is your typical rural teen male?’ which was part of an overall effort focusing on rural teen males for a public health campaign. So, who is your typical rural teen male? I have a confession: I have no idea about rural teen... more