CMST 2B03 Lecture Notes - Lecture 6: Guilty Pleasure, Online Food Ordering, Cookie Dough

• School: McMaster University
• Department: Communication Studies
• Course: CMST 2B03
• Professor: Philip Savage

Document Summary

This was the guest lecture for the second core"s. In person, the client can observe actually see people. See a number of people in a short period of time. Good for understanding individual stories, sensitive topics, hard to reach participants. In practice this usually means in-home interviews or shop alongs. Allows you to see participants in their own environment. Can show and explain how they live with visual clues. A top ten candy bar brand had been losing market share consistently over several years, especially amongst millennials. Where does the brand fit in the landscape of candy bars and what opportunities exist for the brand with this target? . You had the opportunity to think about your relationship with that bar over several days (rather than an hour or so ) You were guided through this process by creative activities rather than direct question and answer: benefits: Access different aspects of thinking (lateral, not just rational response)