Abstract:
This presentation comprises a case study of the usage of Web 2.0 technology channels to conduct marketing research to guide creation of a public service campaign directed at teens in the United States. Three years of qualitative research informed the campaign at every step in the process from initiation through launch and beyond. The research included both elements of old (in-person, in-home research) and new (video blogging, text messaging journals and surveys of social media pages).
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