Account planners need to use a variety of techniques to understand consumers. This assignment is intended to help you sharpen one of those techniques. You will try to understand something you’ve never done by interviewing people who do conduct the behavior. You are going to study behaviors, language, motivations, and issues associated with product usage or behavior that you do not engage in yourself.

INSTRUCTIONS

• Identify the behavior, process, consumer experience, or question you want to address. Be specific. For example, if you have never colored your hair, you might examine hair coloring. Or if you’ve never shaved you may want to analyze behaviors around shaving facial hair.

• Determine your target and identify interviewees. Again, be specific and precise so you have a homogenous group. For example, you may choose to interview people who regularly dye their hair, or men who shave daily.

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