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Cultural Insight Methods for Consumer Research

(Elective Course)

Cultural Insight Methods for Consumer Research builds on IMC 400, 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.