➣ During the course of my qualitative ethnographic research course entitled “Listening to the Customer” (BUS 418), my team immersed themselves into a phenomenological perspective in order to fully understand the implicit motivations fueling a “raver’s” (e.g. an Electronic Dance Music (EDM) enthusiast) purchase behaviors. In deciphering these decision heuristics, our team was able to provide marketing recommendations to a startup client—Spectrvm— who produce hydration backpacks that provide live, tactile responses to the bass frequencies resonating around a user at an EDM concert.

This project allowed our team to develop revelations regarding customer insights based on 6.33 hours of personal depth interviews and 6.78 hours of observational ethnography. Additionally, this project assisted in the honing our skills in developing research questions, designing and applying multiple research methods (e.g. secondary, observation, interview, focus group, survey research), and producing valuable insights fueling pertinent marketing recommendations through inductive reasoning.

➣ For more information on the client, please visit http://landing.spectrvm.co/spectrvm//