Abstract
Consumer insights are all around us. Yet it can be difficult for students to examine everyday consumption practices and see how this understanding has application. Using the simple premise of a favorite family recipe, students learn how insight can be hidden in plain sight. Beginning with conducting an in-depth interview, the assignment gives students the opportunity to discover connections to course concepts and apply consumer insights through in-class and independent exercises designed to facilitate critical and creative thinking. The assignment fosters inquisitiveness about common consumption practices and instills a discovery approach to marketing challenges.
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