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Advanced Consumer Insight Methods

IMC 498 (Elective)

Advanced Consumer Insight Methods builds on IMC 455 Consumer Insight to cultivate an understanding of and develop competencies in culturally-oriented thinking and qualitative research methods needed in strategic development, advertising, branding and market research positions. Using reading materials, video and experiential assignments, the course takes a three pronged approach. First, it develops foundational knowledge in social science theory that lays the groundwork for cultural analysis. Second, it develops applied methodological skills for translating business questions into cultural questions, collecting and analyzing data, and generating insights. Third, it develops skills in connecting the insights back to the organizational problem.