Our primary research methods will include in-depth interviews in participants’ homes or places of work and intercept interviews in contexts where our target consumer lives. We will also be opportunistic around using secondary methods to dive deep into relevant cultural touch-points.

Primary Methods

  • In-context interviews in each location
  • Intercept interviews in key situational or environmental contexts
  • Group interviews & community conversations

Secondary Methods

  • Expert interviews
  • Observations at key contextual locations
  • Following money trails
  • Trend-scraping
  • Prior research supplements