PERSPECTIVES ON "HEALTHY"
What is "healthy"?
How do people's values impact the food choices they make for themselves and their families?
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
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