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Consumer Insight for Digital Experiences (San Francisco)

IMC 498 (Elective)

Consumer Insight for Digital Experiences is offered at the Northwestern San Francisco campus. The course builds on the core Consumer Insight course by providing advanced theories and methods for deeply understanding the role of technology and digital content in consumers' lives.

Consumer Insight for Digital Experiences places a heavy emphasis on ethnographic and netnographic methods for understanding cultural meanings and practices surrounding 1) consumer use of digital media and 2) consumer production and consumption of digital content.