Qualitative Research

Cell Phone Usage Among Millennials

For my Qualitative Research class, I was tasked to conduct and create a video ethnography examining cell phone usage of college students. This research was used to help the 2015 National Student Advertising Competition (NSAC) team develop a campaign strategy to better promote Snapple products to millennial consumers in a new geographic market. Through my ethnography, I was able to draw interesting insights that led me to develop strategic recommendations for the NSAC team. My video was also praised for research and video quality!

  • Watch my ethnography and research findings below! 

Cell Phone Usage Among Millennials from T Drye on Vimeo.