Cultural Branding
An Ethnographic Exploratory in the
African American Market
We developed the consumer insights platform for creative development in the African-American F-150 segment by conducting in-depth ethnographic interviews and cultural observations in three markets. We identified distinct cultural practices that African-American drivers associate with their trucks, including food preparation, music, social rituals, after-market purchases and decorations.
Results: Consumer insights guided creative development of a successful thirty-second spot for the F-150.
Cultural Branding
An Ethnographic Exploratory in the
African American Market
We developed the consumer insights platform for creative development in the African-American F-150 segment by conducting in-depth ethnographic interviews and cultural observations in three markets. We identified distinct cultural practices that African-American drivers associate with their trucks, including food preparation, music, social rituals, after-market purchases and decorations.
Results: Consumer insights guided creative development of a successful thirty-second spot for the F-150.