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Choose three to four subcultures you would like your group to explore.
- California Surfers
- Trailer park housewives
- Japanese businessmen
- Iowa Farmers
- Computer Hackers
- (Pick your own!)
Optional: bring magazines pertinent to the subcultures. |
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1. Divide your group into breakout groups--3 - 6 people per
breakout group.
- One breakout group for each subculture you intend to use.
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2. Assign each breakout a different subculture to discuss and
explore. |
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3. Ask breakout groups to brainstorm ideas for selling the
product or brand to their subculture target (e.g., ads,
promotions, PR, web sites).
- Give them 10 minutes to explore (longer if you've given them relevant magazines to dig through) and 15 - 20 minutes to generate ideas.
- Ask groups to record ideas on flip-chart pads.
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4. Each breakout group presents ideas.
- Invite other groups to ad ideas.
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5. Ask entire group to identify, translate, and develop ideas that
could be applied to the real target group. |
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- 12 - 25 participants
- Markers
- Tape
- Flip-chart pads
- Optional: magazines pertinent to the subcultures (e.g., "Cycle World," "Surfing Magazine," "Farmer's Almanac").
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Click for instructions to other techniques |
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