PERSPECTIVES ON "HEALTHY"

What is "healthy"?

How do people's values impact the food choices they make for themselves and their families?

IN BRIEF

In order to develop a messaging and branding campaign around a specific product, a national trade association client wanted to better understand Americans and their values around food and health. A team of anthropologists came together to conduct an ethnographic study that spans multiple states and household types.

MY ROLE IN THE PROJECT

User Research

  • Conducted in-home interviews and observations with a research partner

  • Observed research participants on shopping excursions, meal prep activities, and dining activities

  • Traveled to locations in rural Pennsylvania, suburban NJ, and urban NYC

  • Captured audio and video data

Analysis & Synthesis

  • Worked with a research partner to analyze and synthesize data

  • Communicated and collaborated with research teams that had conducted studies in other states and locales

  • Transcribed and analyzed interviews

  • Identified and pulled video clips for presentation

RESEARCH FINDINGS AND RECOMMENDATIONS ARE COVERED BY NDA

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