The Importance of Contextualisation in Interpreting Consumer Needs
A Case Study of South African Black Youth
Refiloe MatabogeIdeas Zone, South Africa.
Cliff van WykBrandSmart, South Africa.
BACKGROUND INFORMATION ABOUT THE CASE STUDY
We set out to conduct a research project amongst youth with the intention of identifying unmet emotional needs amongst black youth. This was initially motivated by a keenness to identify new ways that marketers can use experiential marketing to reach this market other than through the somewhat overused vehicles of football, music and fashion.
It was our hypothesis that there is so much more that young...