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elyse-schaefer
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Research Methods
+ Ethnography
+ Cluster SamplingFranklin St., Columbia St. Intersection 2 hours
+ Secondary Research+ Case studies
+ Magazine, Journal, Newspaper articles (Qualitative)
+ Statistical research studies and data (Quantitative)
Audience Segmentation
We defined our target
audience psychographically,
rather than demographically,
by understanding their
behaviors and personalities
“We all end up dead, it’s
just a matter of how and
why.”
“Mother May I?”
“Knows the way,
goes the way,
shows the way”
“To be or not to be?
I can’t decide”
“I’ll be there for
you.”
Scope of Research
+ Who is likely to binge drink?
+ Why do people binge drink?
+ Why do people jaywalk or cross recklessly?
+ Understanding the leader-follower mentality
+ Understanding attitudinal and behavioral characteristics
that lead to “risky” behaviors
+ Anti-binge drinking campaign case studies
+ Pedestrian traffic campaign case studies