Consumer Insights: : Using Ethnography Journals to Analyze Gen Z Consumers in the Hair Care Industry / Sheri Lambert.

Format:

Book

Author/Creator:

Lambert, Sheri, author.

Language:

English

Subjects (All):

Ethnology--Qualitative research.

Ethnology.

Physical Description:

1 online resource

Other Title:

Consumer Insights

Place of Publication:

[Place of publication not identified] : SAGE Publications, Inc., 2024.

Summary:

In this Data Challenge, undergraduate students receive background information about a business that produces women's and men's hair care products (i.e., shampoos, conditioners, styling products, oils, serums, and mousse) in the United States. The information includes qualitative data excerpts from a week-long diary log--in the form of journal entries (written, voice to text, and video) that outline a sample of Generation Z (Gen-Z) consumer preferences and daily behavior. Hair care routines also appear in the log. Through this methodology, marketers can gain insights into the daily lives of some Gen-Z consumers. Before completing this Data Challenge, students should be familiar with qualitative methods as a means of exploratory research and should be able to conduct thematic analysis of data. Students will use triangulation, which involves taking data, finding themes, coding them, and then comparing or triangulating the data from various data sources and data-collection methods. After students examine the data provided, they prepare a memo of their recommendations to the marketing team based on what they have learned from the data. Specifically, the research findings provide direction in terms of messaging and social media channels needed to distribute marketing messages about the products. In addition, students will gain an understanding of (1) how different qualitative tools are used to collect data, (2) how research can influence a company's marketing and advertising tactics, and (3) how consumer insights can drive product development or marketing messages.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

1-0719-5916-6

9781071959169

OCLC:

1463992633