| 1 |
Introduction |
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| 2 |
Case: Boston Beer Boston Beer Company, Storytelling |
Pick Project Team |
| 3 |
Guest Lecture: Robert Klein, AMS |
Pick Topic & Prepare Discussion |
| 4 |
Interviews, Consumer Behavior |
Pick Topic & Prepare Discussion (continued) |
| 5 |
Guest Lecture Jim Ferry, B.I.G. |
Conduct Interview |
| 6 |
Focus Groups: Boston Fights Drugs, Test-marketing a President |
Conduct Interview (continued) |
| 7 |
Guest Lecture Christina Hepner Brodie |
Complete and Transcribe Interviews |
| 8 |
Observational Methods |
Complete and Transcribe Interviews (continued) |
| 9 |
'Scrubbing' Exercise |
Identify and Scrub |
| 10 |
Generating Concepts |
Identify and Scrub (continued) |
| 11 |
The Customer's Voice on Pricing |
Create an Affinity Diagram |
| 12 |
Presentations |
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