This assignment was adapted by Elizabeth Taylor Quilliam from Alice Kendrick (2008), “Seven Exercises,” in Readings in Account Planning,

*This assignment was adapted by Elizabeth Taylor Quilliam from Alice Kendrick (2008), “Seven Exercises,” in Readings in Account Planning, Hart Weichelbaum, executive editor. INSTRUCTIONS – what you will do • Identify the behavior, process, consumer experience, or question you want to address. Be specific. For example, if you have never colored your hair, you might examine hair coloring. Or if you’ve never shaved you may want to analyze behaviors around shaving facial hair. • Determine your target and identify interviewees. Again, be specific and precise so you have a homogenous group. For example, you may choose to interview people who regularly dye their hair, or men who shave daily. • Write a series of screening questions to qualify your participants, based on the first two steps. • Write your interview/discussion guide. • Conduct 5 individual, in-­-person interviews. • Analyze your data. • Write your final report. CONTENT – What your report must include (18 points) 1. Study Objectives (what did you want to learn about, and why?) 2. Method –how you selected participants, how you gathered information 3. Findings –what you learned, based on the answers provided in the interviews. This is where you summarize the data and offer your INSIGHTS 4. Summary and conclusions, including suggestions for further research 5. Attach your screening questions and interview guide FORMAT – What your report must look like (2 points) • Use Times Roman or equivalent 12-­-point font, 1” margins, double-­-spaced • Be sure to include your name, PID, course name, section number, and date. • Your report should be 4 -­- 5 pages, not including attachments, stapled. • Correct grammar, spelling, and punctuation are required and points will be deducted for errors. EVALUATION – How your report will be graded Assignments will be graded based on adherence to all requirements, thoroughness of answers, accuracy, and creativity. ADV 342 ASSIGNMENT #2. Individual assignment, 20 points Due by 3 p.m., November 30, 2015 Account planners need to use a variety of techniques to understand consumers. This assignment is intended to help you sharpen one of those techniques. You will try to understand something you’ve never done by interviewing people who do conduct the behavior. You are going to study behaviors, language, motivations, and issues associated with product usage or behavior that you do not engage in yourself. YOUR CHALLENGE You will explore something new and learn to think like someone who is different from you. Immerse yourself in something with which you have no experience. Identify the desired product usage or behavior that you wish to study and find five people who do engage in that behavior or use that product. Then interview them and report your insights.