MARKET RESEARCH

Monika Divekar
monica.stratedge@gmail.com

Itinerary
9:00

Session 1 : What is Qualitative Research

Background / Tradition
Exploratory vs. Explanatory
Qual vs Quant

Choosing Quali Methodology

10:00

Session 2 : Purpose Statement & Discussion Guide

10.30

DIs, Dyads, Triads,

Quads, Mini & Full groups

The importance of a PS
Guidelines for composing DG

Break

Itinerary
11.00

Session 3 : Projective Techniques

o
o
o
o
o

12:15

Session 4 : Interpretation & Analysis

Emerging methodologies
o

12:30

Perceptual mapping
Analogies
Picture decks
Personifications
ZMAT

Online BB, Ethnography

End of session

What is Qualitative research?

How does it differ from Quant
research?

Quali vs Quanti

How are you feeling today?

Class callout research

How are you feeling today?

Qualitative
A:___________
research

How? Why?

Quantitative
B:___________
research

How many?

Quali vs Quanti
QUALI

QUANTI

Purpose

To describe

To predict

Sample

Small sample

Large sample

Form

No predetermined categories for

analysis

Standardized measure

Approach

(Supposedly) subjective

(Supposedly) objective

Analysis

Interpretive how and why?

Inductive

Statistical what and how many?

Deductive

Possible
Negatives

Over-complicated thinking, making

the issues murkier than they are

Simplistic thinking, making the

issues less than they are

Optimal
results

Greater understanding of individual

differences, patterns and the
reasons behind attitude / behavior

Greater understanding of group

similarities, patterns and the extent
of certain attitudes / behavior
8

Two sides of same coin

Quali and Quanti compliment and
supplement each other
Commonly used in tandem stages
Rarely a question of one vs. the other
Objectives are fundamentally different
QUANTI = Investigates EXTENT of behavior
QUALI = Explores REASONS for behavior

10

Developing Qualitative
Judgement
Peter Drucker wrote that "businesspeople
stand on the threshold of the knowledge
society". In such a society, a company's
competitive advantage derives from a long
under-developed asset: the capability to
generate and apply insights and
qualitative judgments to innovation.

11

Qualitative Judgement
The trouble is that most companies invest heavily in
developing analytical skills and big data.
Innovation processes have been over-engineered, with
stage-gate processes equipped with financial
evaluation tools to support the go/no go decisions.
The result is that qualitative perceptions don't get an
airing. Strategy and innovation should be a process in
which the analysis serves insights rather than the other
way round.

12

Success..Qualitative Judgement
Consider Apple which has been built
thanks to insights rather than analytics.
Steve Jobs' resistance to quantitative
research is well known.

13

Quali gets Under the Surface

Quanti
Behavior

Quali

9/10

(chapatti, k-kultur, bush)

What determines behavior:

Norms
Values
Perceptions
Beliefs
Attitudes
Culture
Background
Upbringing
14

Symbols and Meaning

Example: The Propeller

Used for over years

15

Symbols and Meaning

Example: The Swastika

Used for over 3000 years

16

17

The old brewer loved the sun sign

Elephant Tower, Copenhagen

Carlsberg Brewery (1847)

Old original beer label

18

Imagine Carlsberg Brewery Revamping Old Label

Current labels

Old original label

19

Consumer reaction in India?

20

India
Positive associations to the Swastika

Auspicious
Celebration
Life
Sun
Power / strength
Good luck

Objections to:
Commercial use of holy symbol
Pure/holy symbol on sinful product (alcohol)
21

Consumer reactions in
EU or US?

22

US & Europe
Strong negative associations to the Swastika

The holocaust
Hitler / Nazis
Repression
Horror
Hate
Death
Evil
23

the brewer build a church next to the

Carlsberg Elephant tower

24

Understanding the reason behind

consumer behavior leads to
superior decision-making

IN: Pure symbol on sinful product

vs.
US: Sinful symbol on pure product
Consequences for:
Strategic planning
Product development decisions
Communication/Marketing decisions
25

Common Applications of Qualitative

Research
Product Development
Package Design
Copy Testing
Advertising
Brand Image
Communication check

Ideation

Consumer Satisfaction
Product Attribute Testing
New Concept Testing
Employee Research
Mock Juries
Behavior Research (Ethno)

26

Examples of Typical Issues

addressed in Quali:
1.

How/why do people make the choices they do?

2.

How/why do consumers use the things they buy?

3.

What are areas of satisfaction/dissatisfaction with products/services?

4.

What factors/features enhance willingness to purchase?

5.

What are the mental images attached to brands & products?

6.

How are signs/symbols/color/text interpreted on product packaging?

7.

How does product manufactures best communicate with and persuade

consumers to buy?
27

Quali research is never:

Used to measure/tally/estimate anything
As tie-breaker in design making
To determine awareness of advertising
To set price point or predict sales

Better done
with Quanti

To understand majority behavior

Used to confirm ones own ideas/agenda
Used for selling or promoting new products (pharma)
28

Qualitative Objectives
Always either:
EXPLORATORY or EXPLANATORY
Explore unknown behavior/attitudes/beliefs
Explain known aspects/facets/facts
of these behaviors/attitudes and beliefs

Note: not mutually exclusive many quali

projects include both objectives
29

Explanatory Projects
Examples

Motivational analysis understand the grounds, meanings,

reasons and conditions associations with attitude or behavior

Cultural analysis differences based on the impact of culture

Consumer differentiation and segmentation

patterns of variation (Online vs Offline)

Post quanti interpretation giving meaning to numbers

Comprehension analysis communication on directions,

instructions, product claims, promotional copy, etc.

Disaster checks make certain that copy

and images are not offensive
30

Exploratory Projects
Examples
Positioning Studies
Idea generation new products, line extensions, ad copy, etc.
Consumer familiarization studies background info or details about
behavior, satisfaction, decision making, language
Plain Discovery when little is known about
when more knowledge is needed (Fuel additives)

X or

Hypothesis generation
Preliminary input learn right Qs to ask in most meaningful way in
larger survey
Process description steps of behavior
31

Steps in Quali
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.

Identify research objectives (purpose statement)

Determine methodology
Identify demographics of respondents
Make screener and recruit respondents
Identify key issue areas
Compose discussion guide
Prepare resp homework, projective exercises, etc.
Conduct the research
Make mind dumps after interviews
Debrief and discuss data with team
Review, interpret and analyze all data
Write report of findings
Present to client
(Guess pre/during/post ratio)

32

Choosing Methodology

33

Qualitative Methodologies
Overview

Focus Groups (8-10)

Mini Groups (5-6)
These have lots in common
Quads (4)
- Except # of resp
Triads (3)
Dyads (2)
Depth Interviews (1)
Ethnographies
Panels
Later session
Online
Hybrids
34

Choosing Methodology
Focus Groups?
DI..? Dyads?
Triads? Mini
groups?
ArrrIll just pick
one

Hvordan beslutter du dig hvilke parametre?

35

DIs vs. Groups

A continuum
DI

Dyads

Sensitive issues
Specialized target grp
Intense individual probing

How Sensitive?
Triads Quads

Mini

Full Grp

Non-sensitive
Common consumer
Grp dynamic essential

Note: Its not the type of study,

but rather the nature of the topic
that determines methodology!
36

Choosing methodology(cont)
A judgment call
1) Consider topic:
A. Sensitivity of topic

Social norms,
taboos, stigmas

B. Group Interaction

2) Assess ideal
research design

as if there were no
time and/or budget
constraints

Peer pressure

4) Decide on a realistic
methodology

3) Consider:
A) Time
B) Budget
C) Logistics
37

Choosing methodology (Cont.)

Depth Interviews
DIs are preferred:
When project demands
intensive probing
When group dynamic is
non-additive
When peer pressure is
expected to sway outcome
When the topic associated
with conservative social
norms, taboos and stigmas
Highly specialized TG
Geographically dispersed or
hard to schedule

Example:
Follow up on diary
homework; home-visits
(Experts-Doctors, Architects,
Sociologist, )

38

Choosing methodology (Cont.)

Dyads / Triads
Dyads/Triads are preferred:
When topic involves
shared decision making

Husband/wife
Friends
Mom/teen
Colleagues

When a combination of
intensive individual probing
and some degree of peer
interaction is needed

Example:
In India, a collective
culture, works sometimes
even for sensitive
topics .. Can open them
up when resp realize
issue/problem is shared
condom usage (both
IDI + Dyads potential)

39

Choosing methodology (Cont.)

Quads / Mini Grps
Quads(4) / Mini grps(5-6)
are preferred:
When some group dynamic
is needed
Nature of topic is relatively
common / everyday issues
Fairly liberal social norms
(No stigmas / taboos)
plan to do time consuming
exercises
Novice moderator

Examples:
When resps are
extremely articulate;
specialists
We seek a greater depth
of response, even within
the parameters of a FG

40

Choosing methodology (Cont.)

Full Groups
Full grups (8-10) are
preferred:

When grp dynamic is key

Common / everyday issues
Low peer pressure
Non-sensitive topic (free of
social stigmas/taboos)
Non-specialized TG, easily
reachable demographic

Example:
When the target is loosely
defined (age 25-45, middle
income in Lucknow)
When tasks may require
further sub-grouping
exercise during fgd
NOT for the sake of
numbers (did a majority
say the same thing?, is
wrong!)

41

42

CLASS EXERCISE
43

Method Matrix Exercise

1.

Think of the nature of the research topic (and your

particular angle to the topic)
A. Skin Color
B. Pre-marital sex

2.

Assess the topic according to the 8 polar-ended issues

in the Method Matrix

3.

Rate each on the 5-point scalesand tally the complete

score
< 20
2030
> 30

4.

IDIs or Dyads

Triads, Quads, Mini Grps

Full Groups (8-10)

(Consider timeline, budget, logistics, etc.)

44

Facts & Myths about Focus Groups

Quali offers contextual insights
which quanti cant
Sheds light to norms, values,
attitudes, beliefs, and perceptions,
which motivate consumer behavior
Small sample can provide
valuable insights even though the
data is not statistically projectable
Group size has an impact on
amount and type of data collected
Trained moderators learn to use a
variety of skills to collect data in
short time frames

45

Facts & Myths about Focus Groups

Quali offers contextual insights
which quanti cant
Sheds light to norms, values,
attitudes, beliefs, and perceptions,
which motivate consumer behavior

They are easy. Watching a few

groups qualifies anyone to be a
moderator
Moderating is an ad hoc,
completely improvised form of
interaction with respondents

Small sample can provide

valuable insights even though the
data is not statistically projectable

Enjoying talking to people is the

only qualifier for a good moderator

Group size has an impact on

amount and type of data collected

More respondents in a group is

better than fewer because it is
more representative

Trained moderators learn to use a

variety of skills to collect data in
short time frames

Every minute of a every group is

important
You can statistically project the
answers of a few people to the
universe of the target market
46

Hail us!
Break

(Hvem kender Startrek? Forklar)

47

Session 2
Purpose Statement

48

The Purpose Statement

The foundation of your entire project
One condensed sentence summarizing the macro
project objectives
Includes intensions, purpose and goals

Best chance of success depends on formulating a

clear-cut, brief and accurate PS
NOT possible to do good quali research unless you
know your exact purpose and exact objectives
A 101 necessary
49

How to Compose a Good

Purpose Statement
Rule of thumb: <30 words
If PS cannot be condensed into one sentence with 30
words or less, then the goals can probably not be
accomplished via one qualitative study

Start with the word To, followed by a qualitative

verb (explore/understand/elicit)
Add intended outcome So that at end of sentence
so that long range planning can occur
so that an ad strategy may be developed
so that a survey can be conducted
50

A good place to start

Ask team:
If you only could ask respondents one Q
what would it be?
Tip: Write purpose statement on top of DG
and distribute to team
(goes both ways: if client ask for this, if QRC do it)
51

Purpose Statement
- Common Mistakes

Too long and complicated objectives

Too vague and non-specific
Objectives based on flawed assumptions
Dispersed or non-related issues rolled up
in same project
Quantitatively skewed objectives
to measure / estimate / tally something

Unrealistic or impossible expectations

52

Example
Poor purpose statement:
To ask questions about peoples
hair products and shampoo usage
to measure the appeal of a new product line
and understand the overall benefits of
product features and packaging features
so the right price point can be determined

What are the issues here?

53

 Issues
!
!

Too long and complicated objectives (38)

Dispersed or non-related issues rolled up in same
project shampoo usage, new product line, packaging issues,
price point issues

!
!

Quantitatively skewed objectives to measure appeal

No clear definition of who the target group is

Determining price point is not a qualitative issue - better

done with quanti research
young/old? Male/female? Ect. Who to recruit?

Unrealistic or impossible expectations

54

Example
Good purpose statement:
To explore attitudes and perceptions,
among 20-30 year old women, towards a
new organic product line of shampoos, so
that advertising concepts can be initiated

55

P.S. on the PS
If foundation is sound
you can build anything!

R
U CT
YO J E
O
R
P

If not, something
will come crashing!

56

CLASS EXERCISE
57

Exercise: Purpose Statement

5 groups
Define purpose statement
Topic: Re-launch of Male range of soaps
1) New more active care platform
2) Name (Germ shild vs. refreshed glow)
3) Dry sniff sampling
4) Comparison post hand/face wash
5) Brand resonance

58

Why write a Discussion Guide?

- Cant the moderator just wing it?

59

Functions of the Discussion Guide:

Road map for the entire project

Agreement between clients and QRC
Overview for observers
Note taking tool (write in margin)
Outline for the analysis and report
Gets team on the same page
Not a crutch Moderator should learn it by
heart and be able to juggle and improvise
60

Common Steps
1.
2.
3.
4.
5.
6.

Define purpose statement

Make mindmap of topic universe
Define key issue areas
Craft questions and probes for each issue
Plan projective exercises
Revise/tweak content base on feedback
from team
61

Mindmap of Topic Universe

- Defining Key Issue Areas A chain reaction of
associations
A visual brainstorm
session
Broad landscape
view of issue
Write down anything
that comes to mind!
Thoughts, feelings &
associations
Use: signs, symbols,
text, drawings, diff.
colors

(Source: Bystedt, Lynn, Potts, 2003)

62

Break

(Hvem kender Startrek? Forklar)

63

Session 3

64

What are they?

Projective Techniques are aimed at recovering the
thoughts, images and fantasies associated with
motivation and our emotional side in a manner
which circumvents the censoring we all do to
preserve our self-esteem and avoid anxiety.

65

Some Projective techniques

Metaphors, Analogies, and Similes

Third-Party Projections
Role-Playing
Associations
ZMET

66

Metaphors/ Analogies/ Similies

A metaphor represents or explains something in terms of another. Metaphors explain

complex or new subjects [target domains] by using a familiar subject [source
domain].

Metaphors are a window to the mind. The purpose of understanding metaphors is to

understand peoples mindset and feelings about something.

Most importantly, metaphors can reveal underlying emotions about a target domain
such a product or brand. And, one can infer whether emotions are positive, negative,
or neutral.

You can use the results from metaphor techniques to develop advertising, brands,
sales pitches, and to support product or brand positioning.

67

Metaphors/ Analogies/ Similies

Eg: A simple sentence completion exercise using similes.

My cell phone is like a

68

Metaphors/ Analogies/ Similies

Eg: A simple sentence completion exercise using similes.

My cell phone is like a

Here are some results at the category level for cell phones.
A cell phone is like a best friend.
My cell phone is part of my body.
A cell phone is like my wallet. I would never leave home without it.
A cell phone is like a lifeline now. Leaving it behind is like cutting off the oxygen supply.
A cell phone is like a leash.

The results show cell phones are a necessity for a segment of consumers.
A minority find them annoying.
Look for metaphors, analogies and similes. Think about what feelings and emotions
they reveal. Judge if they are positive, neutral or negative.

69

Picture associations

Besides sentence completion, you can also ask respondents to associate a

product or brand to pictures and images.

70

Class Exercise
Male clothing brand association

71

If Brand X was
a form of
transportation,
What would it
be?

| 72

Third-Party Projections

Ask respondents to describe what other people are doing, thinking, feeling, believing,
and saying. Ask respondents to project to a third-party.

Here are some example questions.

What does your friend think about brand X?

What does company X think about you?

Who uses brand X? What is the real reason they use it?

Ask follow-up questions and probe answers, using the third person.

Use third-party projections for sensitive subjects. In other words, when people hide or
deny their real thoughts, feelings, or beliefs.

73

Class Exercise
User Imagery of Male clothing brand

74

Role Playing

You ask respondents to assume a role and act the part.

It is a variant of third-party projection.

If you were the product manager, what would you do to improve the product?
If you were the CEO of this company, what would you do to reduce customer complaints?

If you were the creative director, what would your ad say?

If you were in your friends shoes, what would you do?

Use role-playing when asking for product or advertising recommendations.

75

Personification Associations

Personification asks respondents to give human characteristics to products, services,

or brands.
If your Volvo could talk, what would it say to you?
If brand X were a person, what would he or she look like?
How does your digital camera feel about you?

Personification is fun. The challenge of personification is interpretation of data and

analysis.

Use associations to understand imagery and stimulate memory recall.

76

ZALTMAN METAPHOR
ELICITATION TECHNIQUE

Why ZMET?

First, nonverbal communication is more prevalent than

verbal communication.
Second, visual images are entry points for accessing
people's knowledge structures.
Third, photography is a powerful tool for accessing
consumers' visual images.
Fourth, research documents the importance of visual
images in marketing communications.
Finally, most market research tools rely on verbal
communication.
Based upon these factors, was developed ZMET, a
methodology that relies on visual and other sensory
images to elicit customers' metaphors and constructs.

INVESTIGATING BRAND
IMAGE USING ZMET

ZMET
The purpose of ZMET is to elicit
metaphors and constructs and to establish
relationships among the constructs using
both verbal and nonverbal stimuli.
Therefore, we suggest that ZMET is an
efficient and effective means for
understanding brands.

An example: How ZMET can facilitate the understanding of brand

image
AN INTERVIEW WITH ALICE, ONE OF THE CUSTOMERS WHO
WE ASKED TO TAKE AND/OR COLLECT PICTURES OF WHAT
"TIDE" MEANT TO HER.

Steps involved
Step 1 :Alice, a young mother, collected 14
images. And followed this by storytelling
about each picture
Step2: Alice was asked if there were any
pertinent images that she had not been able
to collect Alice indicated that she would have
liked to take a photograph of a pig sty, noting
that she wondered if "Tide" would be able to
"clean a dirty pig.
Step 3: Alice sorted her images into three
groups: comfort, freshness, drudgery.

Further steps involved

Step 4: Three of Alice's pictures were randomly
selected and she was asked , "How are any two of
these three pictures similar to each other and
different from the third.
This surfaced two constructs: unpleasantness
and freshness. The interviewer, using the
laddering process, helped to elicit additional
constructs and their relationships.
After Alice's explanation, the interviewer
continued to randomly select three pictures and
question Alice until no new constructs were
elicited.

Exhibit 2
Alices Tide Triad

Unpleasantness

Freshness

Exhibit 2
" Alice's picture of "two friends making ugly faces" described
"unpleasantness." "Tide means doing the laundry. It's time
consuming and the laundry facilities are not well-maintained.
Plus, it's always a hassle to find quarters. I really don't like to
do laundry."
Clearly, Alice's commentary related to this triad indicated that
she associated the brand with the product use situation.
Alice then described "freshness": "Using Tide gets my clothes
clean and smelling very fresh. I feel more comfortable and
refreshed in my clean clothes."
Using the laddering process, the interviewer elicited the
additional constructs of "makes me feel confident" (selfconfident) and "tells people what kind of person I am" (selfimage). In this latter case, Alice's comments focused on
customer benefits and values.

Step 5: Alice indicated that

the picture that most
represented "Tide" to her was
her picture of the sunrise
(shown in Exhibit 5).
She reported that the sunrise
contained several meanings:
freshness (as in the smell of
her clothing after using
"Tide"), brightness (as in the
colors of her clothes after
using "Tide"), calm or
peacefulness (knowing that
"Tide" cleaned her clothes put
her at ease), and
accomplishment (a new day
to get things done).

Step 6:The interviewer

asked Alice what images
conveyed the opposite of
her image of "Tide", she
responded with images of
a bottle of acid ("'Tide' is
strong, but not harmful")
and a porcupine ("'Tide'
leaves clothes feeling
soft, not harsh").

Step 7: the interviewer

asked Alice about other
nonvisual sensory images
of "Tide." Alice's
responses are listed in
Exhibit 3.

Exhibit 4: Mental Map

Step 8: The
interviewer reviewed
all of the constructs
that Alice had
discussed and asked
her if they were
accurate
representations of
what she meant, and
if any important ideas
were missing.
Then Alice created a
map showing
constructs and
relationships she saw
as related to "Tide"
(See Exhibit 4).

Exhibit 4: Mental map

Alice "walked" the interviewer through her map, noting that "'Tide'
brings laundry to mind, and when I think of laundry, I think that it's
expensive, time consuming and unpleasant. All of it is very
aggravating.
Also, when I think of 'Tide', I think of a strong and dependable
detergent - a detergent that cleans my clothes leaving them soft and
fresh. Knowing that 'Tide' gets my clothes clean means I don't have
any worries.
Because my clothes are clean and fresh I feel refreshed, and
because my clothes are clean and soft I feel comfortable.
I feel more self-confident when I'm comfortable and refreshed, and I
look better to other people.
Finally, even though 'Tide' is strong, it is environmentally friendly,
and that's important for the water and the health of Americans."

 Step 9: Alice used digital imaging techniques to

create her summary image of "Tide"
Her digital image consisted of components of
five of her pictures and visually depicted her
story about "Tide." Exhibit 5

Exhibit 5
Alice's digital image, "shows my
two baskets of laundry... and
how I feel about doing laundry...I
don't like to do it! You have to
separate clothes and find lots of
quarters. It takes forever to do
laundry in my apartment building
- someone's always forgetting to
take care of their clothes. The
picture also shows a sunrise
which means freshness to me a new day. If you look in the tree,
you'll see a teddy bear - he
represents how my clothes feel
after they are washed in 'Tide',
soft and comfortable. The teddy
bear is holding a rose to let you
know my clothes smell good
when washed with 'Tide'."

Application of Projective techniques

BRAND AND USER IMAGERY
Quick exercises designed to draw out consumers' perceptions of particular brands as
compared to the people who use them.
The image of the brand is often distinct from that of the user. Or, the brand image may
be a role model to which the user aspires in lifestyle or values.

94

Class Exercise
Brand Image of a Toothpaste
User Image of Toothpaste

95

Application of Projective techniques

Difference between BRAND AND USER IMAGERY

The image of a brand of toothpaste might be characterized as a tall, attractive middleaged man in an expensive three-piece suit, who is described as gentle, pleasant to
be with, trustworthy, established and who drives a Mercedes Benz.

The user, on the other hand, might be a plaque conscious mother who is worried
about gum disease for herself and her husband, who uses a more colorful brand that
might be personified as a good natured, funny clown for her young children.

96

Session 4

97

Interpretation & Analysis

Process of interpretation
Typical Steps in analysis

98

Debrief
realizations so far
Using the flash cards state one or
several observation or thought

99

Analysis and Interpretation

100

Analysis

101

EMERGING METHODOLOGIES
102

Emerging Methodologies
Online Bulletin boards:
Chat Groups, Panel, Blogs and Diary
BB Chat Groups
o
o
o

Live, real time - Around 90 min

Moderated
8-10 participants

Panels
o
o
o

Repeat interaction with respondents

Unlimited participants
Longer duration (from weeks to months)

Blogs or Diaries
o
o

Pre-task/homework assignments
Self administered no moderation

103

Ethnography
Ethnography has its roots in anthropology
and was a popular form of inquiry at the
turn of the century when anthropologists
travelled the world in search of wild tribes.
The emphasis in ethnography is in
describing and interpreting cultural
behavior
104

Ethnography
Ethnographers immerse themselves in the lives
and culture of the group being studied, often
living with that group for months on end.
They participate in the groups activities while
observing its behavior, taking notes, conducting
interviews, analyzing, reflecting and writing
reports.
This may be called field work or participant
observation
105

ETHNOGRAPHIC RESEARCH

Introduction

Ethnographic research

Ethnographic research is one

of the most in-depth research
methods possible

An ethnographer sees what

people are doing as well as
what they say they are doing

It provides researchers with

rich insights into the human,
social and cultural aspects of
organizations

107

The purpose of ethnography

The main purpose of ethnography is to obtain a deep
understanding of people and their culture
One distinguishing feature is fieldwork
Ethnographers immerse themselves in the life of people
they study [Lewis, 1985] and seek to place the
phenomena studied in their social and cultural context
In ethnographic research, the context is what defines the
situation and makes it what it is

Ethnographic research

108

An example of ethnographic research in

marketing: Kozinets (2001)

Star Trek is one of the great consumption phenomena of our time

Four spin-off series, nine major motion pictures, and billions of
dollars in licensed merchandise revenues
Kozinets, a marketing researcher, published his findings in the
Journal of Consumer Research (2001)
Kozinets used ethnography to study Star Treks sub-culture of
consumption. He used participant observation at various

fan
gatherings and fan-related meetings. He also used email
interviews with 65 self-proclaimed Star Trek fans.

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Kozinets article
Informs our understanding of
entertainment and mass media
consumption
Portrays a group of devoted
consumers socially constructing reality,
rather than merely passively
consuming a product
Suggests that entertainment products
are key conceptual spaces that
consumers use (Kozinets, 2001)
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