Approach
Before conducting our dynamic discussion groups, we asked students to share their personal event calendar from the last 12 months so we could learn more about the activities they got into and how those changed with the seasons.
We then facilitated 4x, 2-hour virtual discussion groups with an even mix of freshman, sophomore, junior, and senior college students across the US. In our conversations, we uncovered more about their current viewpoints and opinions on their college experience, their hopes for the future and how brands and social media play a role in their lives. We also explored current brand perceptions while evaluating the impact of potential brand narratives.