The importance of contextualisation in interpreting consumer needs. A case study of South African black youth

Refiloe Mataboge and Cliff van Wyk

The primary objective of this paper is to highlight the importance of understanding the context within which consumer needs are expressed and how this influences the type and tonality of communication strategies and campaigns.

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...

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