Ethnography research to explore music listening among teens & young adults
Business Practice- Brand & Communication
Exploring music among teens & young adults in Iraq.
A qualitative approach – digital ethnography followed by focus groups to explore the lives of teens & young adults in Iraq & the role of music in their lives.
Design: A week long digital ethnography helped capture their music choices as they were listening. It also helped get audio/ video files, their playlists, etc. The focus groups were used to further build on the digital ethnos & understand reasons behind the kind of music they listen to. The study was conducted across Baghdad & Irbil.
The research was able to bring to life the circumstances under which the youth of Iraq lead their lives & the kind of music that connects with them. The impact of the recent past has had a huge influence on the music genres they listen to.
The insights were able to help the client plan the genres of music they can promote to help bring back hope into the lives of this young audience.