Shaping consumer engagement strategies by listening to the authentic words of the hip-hop community
Tapping into the expertise of LRW’s talented MotiveQuest team, we designed an Online Anthropology study that allowed us to uncover the hip-hop category from a naturally occurring perspective. We then drilled down into organic conversation topics and identified adjacent interests and affinities that listeners associate with hip-hop. We brought these listeners to life with rich and thorough verbatims pulled from publicly available forums that revealed the nuanced undertones and significance of hip-hop from a cultural perspective. We delivered a set of tailored recommendations and strategies that revolved around each of the consumer affinities, including where to reach the target audience online, how to communicate with them in a genuine manner, and how to speak to their delights and frustrations when it comes to hip-hop.