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The instructions are in the attached document, find excercise_may20. Its writing a one page detailed research proposal for GoPro.
You are working in a research agency, and are getting often candidates for ethnography. This week you have received the task to prepare a proposal for a potential new client, and you have some days to pass in a 1 pager your recommendation with a market research proposal (up to design stage) .
The client: GoPro Global team
Objective: Generate insights related to the usage among different subcultures / target groups and opportunities to link them to the key values, insights of the company.
Task: You need to propose an ethnographic research, 1 pager. You need to select 2 subcultural groups that you consider relevant for the client. It could be an age group, geography, racial group, a company, and propose the specific design.
Proposal needs to include : Research Question, Secondary data (proposal but even better sharing info already available and relevant), What you plan to investigate and how (design); including tools and details on recruitment criteria (key informants, places, ) . The more detail the better.
Requisites:
You need to stick to a 1 pager memo, focusing on which research you would propose to GoPro. Pls work individually.
DEADLINE: Loaded into Campus Online ( ind. assignment) before May 31st 10am (Madrid time)
Material
You can use any material you find appropriate, while you need to prepare your own proposal applying what we discussed in class. Feel free to add additional secondary data as attachment.
Evaluation
Your paper will be judged based on the quality of the research or analysis proposed, how it applies the concepts discussed on class and the potential actionability of the research. Specific feedback will be shared.
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