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Group Analysis Observation: Funny Commercials

Introduction As IMC Specialists and researchers, we are often called upon to observe potential consumers, conduct group analysis observation, and provide insight into their actions, behaviors, mannerisms, and how they interact with each other and stimuli. This project...

Generational Cohorts in the Craft Beer Market

Introduction To quote Ladner; “Ethnographers cannot offer what their quantitative colleagues can: prediction of what will happen(2014)”. It is the unpredictability of ethnography that gives us the deep understanding of the cohorts that we observe. This allows us as...