Understanding the Consumer Universe: Market Research in Digital Media

Understanding the consumer universe in ways that can lead to business success is a vital goal of market research, and a core component of business anthropology. This course instructs students in the key methods of exploratory and confirmatory research for understanding consumer behaviour. Students are instructed in the qualitative methods of market ethnography, where they learn how to develop the tools to recognize business opportunity through interviews, focus groups, and personal observation. Students are also instructed in the quantitative methods of market survey, where they learn how to measure the potential of business opportunity through sampling with consumer polls, questionnaires, and combined research strategies. Students will gain an understanding of the "do's" and "don'ts" of market research, particularly in terms of how gaining insight in consumer needs and behaviours can influence important business decisions.