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
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Conducted in-home interviews and observations with a research partner
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Observed research participants on shopping excursions, meal prep activities, and dining activities
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Traveled to locations in rural Pennsylvania, suburban NJ, and urban NYC
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Captured audio and video data
Analysis & Synthesis
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Worked with a research partner to analyze and synthesize data
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Communicated and collaborated with research teams that had conducted studies in other states and locales
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Transcribed and analyzed interviews
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Identified and pulled video clips for presentation
RESEARCH FINDINGS AND RECOMMENDATIONS ARE COVERED BY NDA