piper waveworks debrief

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Piper Waveworks Prepared by: 1

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In Boston University's AdLab Fall 2012, I was the Account Planner for Piper Waveworks, a start-up handboard company in Ocean City, New Jersey. The Debrief contains research, insights, and recommendations on how to launch their innovative products in the marketplace.

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Page 1: Piper Waveworks Debrief

Piper Waveworks

Prepared by:

1

Page 2: Piper Waveworks Debrief

Michelle Ventura

Table of ContentsBackground………………………………………. 3Research Objectives……………………………. 4Research Methodology………………………... 5Audience Description…………………………... 6Key Findings………………………………………. 7Creative Brief………………………..……………. 9Limitations…………………………………………. 10

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Recommendations…………………………….... 11Summary…………………………………………... 12References………………………………………... 13Appendices………………………………………. 14

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Background:Piper Waveworks was founded in 2011, and is an innovative company that develops

hybrid hand-boards. Co-founders Matt Daly and Trevor Higgins procured a passion for riding

waves as children, spending summer days on the beach. Piper Waveworks is dedicated to

providing one-of-a-kind, inexpensive products that allow people greater access to the niche

water sports that so many enjoy. Durable, yet buoyant and lightweight, Piper boards provide

consumers with a safe, well-made product.

Piper Waveworks has continued to refine the ideal hand-board design, and has plans

to launch a two-handed model, as well as a one-handed, more classic model. In an effort to

establish an online presence before the launch of the product, the brand has constructed a

website, Facebook and Twitter profile.

Research Objectives:4

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Piper Waveworks is faced with the following challenges:

As a start-up company in a niche-sport, Piper Waveworks is currently unknown to its

target audience.

o Piper Waveworks needs to identify a relevant target audience and gain insight

into their lifestyle in order to successfully introduce their products.

o Piper Waveworks needs to become the ultimate advocate for the sport of hand

boarding.

In order to find a solution to these challenges, the Account Planner developed a

research

plan to:

Gain insight about the target audience’s lifestyle and media usage.

Understand what type of advertising resonates most with the target audience.

Get feedback from the target audience about new logo designs and slogans.

Determine how best to reach the target audience through guerilla marketing and

social media.

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Research Methodology:Qualitative Research

The Account Planner conducted two in-person interviews.

o One interview was conducted on November 21st, 2012 with a 17-year-old high

school male student who frequently participates in water-sports.

o One interview was conducted on November 24th, 2012 with a 21-year-old male

who frequently participates in water-sports.

o Participants were asked 15 questions about their lifestyle, media habits,

attitudes towards advertising, and about their opinions on new Piper

Waveworks’ products, logos, and slogans.

o The interviewees did not receive any participation incentives.

The Account Planner conducted one focus group on November 28, 2012 with six

participants.

o Focus group participants were men 16-22 who are active, adventurous, and

have participated in water-sports.

o The participants were given pizza and soda as incentives, provided by the

Account Planner.

Quantitative Research

The Account Planner conducted a survey via www.surveymonkey.com

o The survey was distributed via Facebook to men 16-22 who live in coastal

areas and received 64 completed responses.

o The survey was structured to develop key insights about how to best reach

the target audience, their lifestyle habits, purchase motivators, favorite

advertisements and media usage patterns. 6

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Target Audience Description:Piper Waveworks’ target audience is Generation Y Men between the ages of 16 and

22. They are active and adventurous individuals, always looking for the next thrill. They

frequently participate in recreational activities like basketball, football, pool, video games,

and working out. When summer approaches, they gravitate towards the outdoors and run

outside, visit the beach, and go boating. The target audience either lives near the ocean or

frequently goes to the beach in the summer. This target audience consists of budget-

conscious individuals, because they are still enrolled in high school or college. They typically

save their money for fun, social activities. Their world can be stressful with the pressures of

college or the “real world” quickly approaching, therefore they have a variety of fun outlets

to relieve stress. These outlets include entertainment (movies, video games etc.), night life

(meeting girls, drinking, concerts, etc.) and sports (live games, fantasy football, etc.). These

on-the-go consumers are also extremely media-savvy. They are always online, typically

using several devices simultaneously for social purposes. This audience is quickly bored or

distracted and often multi-tasks by browsing Facebook, texting, surfing the web, or

watching online videos.

Key Findings:

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1. The majority of the target audience is unaware of what hand-boarding is;

therefore, their lack of awareness has also led to a lack of interest in Piper

Waveworks’ products.

o 85 % of survey respondents have never heard of hand-boarding.

o 48.8 % of survey respondents would not be interested in buying the Piper

board.

o Interviewees and the majority of focus group participants initially said they

were not interested; however after showing them the company’s promotion

video and describing the sport their attitudes became exponentially more

positive.

o After seeing the video, one focus group participant explains, “That

looks awesome. I had no idea how the board would work, but seeing it

in use makes it way more appealing to me. ”

o Another focus group participant explains, “Oh, this is completely

different than I pictured. I thought it would be more like a boogie

board, but it’s much more interesting. It seems more exciting since it’s

just your body and the board is like a natural extension of your hand.”

2. The best way to reach the target audience is through viral and word-of-

mouth marketing.

o Almost half of the survey respondents listed Youtube.com as the website they

used most often besides social networking sites.

o 57.8% of respondents learn about sport equipment products from friends and

family, while 78.1% of respondents use Internet sites.

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o A study by Pew Research Center reveals that for Gen Y’s, technology is their

window to the world. It is their source of information and it is their source for

entertainment. It is the platform for their social lives.

In a typical day, 68.3% of survey respondents spend 1-3 hours on

social networking sites.

3. Males 16-22 view the beach as a place to socialize with friends through an

array of physical activities. Therefore, Piper Waveworks should utilize Guerrilla

marketing that’s experiential, interactive and engages the target audience

when they are out with their friends.

o The Design Lounge study reveals that Millenials want to experience the world

firsthand and pass their own judgment, and they like to do so with their

friends. Consequently, they respond well to interactive, guerrilla marketing

because they can test your product and decide for themselves. An experience

turns in to a lasting memory that resonates with the target audience more

than traditional advertising.

o 76.6 % of survey respondents participate in water activities like surfing,

boogie boarding, and body surfing, etc.

o 75% participate in games such as Frisbee and football, etc.

4. Piper Waveworks should emphasize the hand-board’s portability and small

price tag.

o Water sports that utilize smaller, less expensive equipment are more popular.

86% of survey respondents own a Boogie Board and 52% own a Skim

Board compared to 30% own a surfboard and 26% own a paddleboard.

72% of survey respondents stated that their average

allowance/income was less than 500 dollars a month.

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o Five of the focus group participants have rented a surfboard multiple times on

vacation but all of them own a boogie board or a skim board.

o One interviewee who currently owns a paddle board and a surfboard explains,

“Surfing and paddle-boarding are probably my favorite activities to do at the

beach.”

However, when asked if there was any aspect of the sports he did not

like he complained about the large size of the equipment, struggling to

attach it to his vehicle, having to clean it every time he leaves the

water and stressing about storing it.

o Despite being budget-conscious, survey respondents still desire a quality

product.

88% of survey respondents placed quality before price as the factor

that matters to them when choosing sporting equipment.

5. Funny advertisements resonate most with the target audience

o An overwhelming 87.7% of survey respondents said they enjoy humorous ads.

o Both interviewees and four focus group respondents described funny

commercials when asked if they recalled a recent commercial they enjoyed.

o When asked about a recent advertisement he enjoyed, one interviewee

described a Panda Express commercial, “It was great. Two talking pandas,

one panda flying through the air, what’s not to love?”

In addition, he even recalled the tag line “Experience Pandamondium”

saying it was clever and awesome.

o One Interviewee recalled the Dr. Pepper 10 “Fantasy Football” commercial

saying, “it’s hilarious because it described guys perfectly.”

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“Ladies, why is he watching this snoozer of a game? Because I’m on his

fantasy football team. So he gets pretend points if I win. It’s a guy

thing.”

“Keep your reality TV and lady drinks, we’re good. Dr. Pepper 10, it’s

not for women”

o Focus participants all agreed that the new Dodge dart commercial was

extremely enjoyable because it was witty but intriguing.

“My favorite part is when they say call in the nerds and actual

computer nerds show up and then they say no the other nerds and

astronauts show up. It’s interesting and funny, just great.”

o Focus group participants also brought up the classic humorous commercials

like Heineken, Bud Light, and Old Spice.

6. Generation Y Males between the ages of 16 and 22 are highly selective

when it comes to brand loyalty.

o A report by Design Lounge reveals that Generation Y’s no longer get their

information form marketers and the media. They have a wealth of information

at their fingertips because of social platforms and text messaging, so they

refer to their peers for research before purchasing a particular product or

service.

o Almost half of survey respondents said when choosing products they

trust, advice from family/friends the most.

o 35.4% of respondents trust Internet sites.

o The target audience responds well to brands that come across as personable

and relatable, and don’t push products too heavily.

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o Both Interviewees and three focus group participants selected Nike as

their favorite brand.

o One interviewee explains, “They consistently put out quality products

that I feel benefit me. I also enjoy their television advertisements

because they encourage me to be a better athlete.”

7. The target audience enjoys simplicity and innovation with logo designs.

Piper Waveworks should choose a logo that stands out among its competitors, but

avoid any designs that are too complicated.

o When asking about the survey respondents about their favorite brand the

majority of the brands selected have simple, straightforward logo designs.

Nike (a swoosh), Puma (a puma), Dos Equis (two Xs), and Converse (a

star).

o Almost half of respondents describe themselves as laid-back, while 25 percent

of survey respondents say they are adventurous.

One interviewee who described himself as both laid-back and

adventurous explains, “When I think of the beach, I think of fun,

relaxing times. But when I’m in the water it’s all about adrenaline and

excitement.”

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Piper Waveworks Brief: What is the purpose of this communication effort?As a new start-up company, Piper Waveworks want consumers to be aware of their innovative product and to be interested in the variety of benefits it delivers. Adlab will help begin their communication efforts by determining the best marketing strategy through researching potential target audiences, refining the logo, and generating traffic to their social media pages.

Who are we talking to, and what is their mindset?The first option of target audience is teenage males between the ages of 16-22. These consumers are active, adventurous, frugal, and friendly. They do not have the money to purchase surfboards/other large water-sport equipment or the time/desire to learn how the skills to surf. They are looking for a convenient, portable product to make the ocean just a little more exciting and fun.

What problem, need, or desire does this communication effort need to address?At the moment, there are a low number of kids currently participating in action water sports because parents believe it’s too risky due to the greater danger, demand larger equipment expenditures and require access to more specific locations (water) than other activities. The communication effort is to raise awareness and promote the benefits of Piper Waveworks’ handboard.

What is the essential point the audience is supposed to take away from the communication?Piper Wavework is an affordable beach toy that brings excitement and fun to a day at the beach with family and friends.

What makes this believable?The product is a $30-$40 foam board that is safe and simple to use, but the innovative design allows consumers to ride waves in a new fun way.

What is the desired personality of the brand?Piper Waveworks is out-going, fun, exciting and social. The brand is young, friendly and cool because of its ability to bring people together through a water sport activity. Piper Waveworks is a laid-back brand offering consumers a simple, affordable solution to having fun at the beach.

What are the executional considerations?

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Piper Waveworks logo should be incorporated, in addition to reference to website, Facebook and Twitter page to generate traffic.

Limitations: Research focused on older members of the target audience.

o The survey and focus group had a smaller amount of males, aged 16-18, than

desired. Several attempts to recruit younger audiences to the survey were

unsuccessful. Therefore, the Account Planner focused on the members of the

target audience she was able to contact, specifically males 18-22. As a result, the

survey was more of a convenience sample than the Account Planner would have

liked.

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Recommendations: Focus on demonstrating hand-boarding in creative, shareable ways to get the

target audience excited about Piper Wavework products while spreading

awareness.

o Because hand-boarding is a newer sport that the majority of the target audience

is unaware of, Piper Waveworks should focus on demonstrating how easy it is to

use their products. If Piper Waveworks educates the target audience, they will be

interested in the company’s products.

o It is recommended that Piper Waveworks post interesting and creative

demonstration videos on social media to grab the audience’s attention. As heavy

users of Internet and social media, Gen Y Males are a great target for the focus of

a viral campaign that will generate buzz both online and offline.

Utilizing humorous advertising, while retaining brand integrity, would be

beneficial and increase the chances the target audience will watch,

remember, and forward the brand’s video.

Focus on brand transparency and making Piper Waveworks seem personable

and relatable.

o Use the Internet and social media to engage with the target audience, if they can

interact with a brand, they will trust it more and therefore embrace the brand and

its product. Consistently updating social media pages and webpages will make

the brand seem more credible, friendly, and reliable.

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o One idea would be a Piper Waveworks’ blog that captures the brand’s personality

while releasing relevant and interesting content to the target audience. For

example, Piper Waveworks could write blogs on the best locations for hand-

boarding (the east coast and beyond), surf reports, hand-board tricks, and water-

sport equipment recommendations.

o This blog would capture the target audience’s attention with intense visuals, cool

stories, and beneficial information.

o A blog would also give the target audience another platform to interact with the

brand; this could eventually lead into a mobile application for consumer’s to use.

Become involved with the Generation Y, their lifestyle, and their experiences.

o If Piper Waveworks wants to appeal to Generation Y, the brand should use guerilla

marketing to immerse itself and its products into the lives of Gen Y consumers.

This is a good strategy to convince them to buy its products.

o Piper Waveworks should align itself with the activities and interests of the target

audience by integrating music, competition, and nightlife into the marketing

strategy.

o Everyone loves free stuff. These budget conscious students will be attracted to

free giveaways. Whether it is Piper Waveworks’ T-shirts, koozies, bottle openers, a

key chain, or a free board, these premiums can help the brand increase

awareness and interest.

o It is recommended that the guerrilla marketing occur during senior beach weeks

(for high schools) as well as summer weekends.

o Piper Waveworks should use brand ambassadors, such as attractive females and

surfer “bros”, to walk on the beach hand out free Piper Waveworks’ products or

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board rentals. This will peak the curiosity of Gen Y males, in addition to

generating buzz.

Brand ambassadors that are the same age as the target audience are

more approachable, relatable and convincing, consequently creating

positive brand sentiment.

o Spring break is a wonderful opportunity for Piper Waveworks. There are vast

numbers of male college students in one area, such as Daytona or Miami Beach.

This is the perfect time and place for the brand to hold free product

demonstrations through wave-surfing competitions.

o Piper Waveworks should attract Gen Y by having a presence on the beach during

peak social hours. To grab the target audience’s attention, the company should

incorporate music with a live local band that reflects Piper Waveworks’

personality.

Utilize humor with effective messaging that is focused on price and portability.

o This combination will appeal to the target audience. Trying to convince the target

audience that the product is cool will likely be counter-productive.

o Be funny in an authentic and genuine way. Sophomoric humor, like a hand-

boarder crashing because he’s focused on a cute girl walking by, will resonate

with this audience.

o Convey the Piper board as the essential toy for the beach. The board is unique

and beneficial to this group because of its low price tag and easy portability. It’s a

grab and go product. Communicate that it is a product that easily travels with

Gen Y’s during their busy, adventurous lifestyle with no hassle.

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Design a simple logo that reflects the laid-back vibe of the beach but

incorporates the thrill of hand-boarding.

o It is recommended Piper Waveworks achieve a balance between “laid-back” and

“thrilling” in the logo and image so it will resonate with the target audience.

o Interviewees and focus group participants all approved of the final logo design.

One focus group participant explains, “I haven’t seen anything like it

before. I like that it’s not all waves and beach stuff because so many

similar brands do that.”

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Summary: Piper Waveworks has the challenge of being a start-up company in a niche market. The

challenge lies in reaching, educating and capturing the attention of the target audience.

Since hand boarding is a relatively unknown sport, Piper Waveworks must tailor their

marketing efforts to be clear and explicit in their explanation of their products. Visual

demonstrations of hand-boarding and the product on YouTube, social media, and the website

will dramatically increase brand desirability.

The budget-conscious students will appreciate the low price tag and portability of the

product compared to other water-sport equipment; the brand needs to showcase these

benefits in its advertising. To peak the target audience’s interest enough to make a purchase

and recommend the products to their friends, the brand’s marketing must be funny,

experiential, and should mostly exist online. Consistent and constant communication online

through the brand’s Facebook page, Twitter, website, and perhaps a blog is essential to

attract attention and gain credibility. Furthermore, Piper Waveworks should capitalize on

opportunities when large amount of their target audience is gathered at the beach. For

example, the first week of summer Beach Week, and Spring Break would all be prime times.

The target audience can experience the brand through product demonstrations, in addition

to gaining a sense of the brand’s personality through live music, attractive brand

ambassadors, friendly competitions and free giveaways.

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References:Primary Research

Two in-depth interviews with males 16-22 who are participators in water-sports:

Tommy Ventura (November 21st, 2012) and Andrew Davis (November 24th, 2012).

One focus group with six males 18-22 who are water-sport participators.

One survey with 64 total respondents.

Secondary Research

“Action and Extreme Sports—U.S.” March 2011. Mintel. Mugar Library, Boston, Ma. 16

October 2012. <http://academic.mintel.com>.

“Marketing to Generation Y: Understanding and Appealing to the Millennial

Generation”. September 2010. Design Lounge. 20 October 2012.

“Spending Habits of the Teen Consumer-U.S.” August 2011. Mintel. Mugar Library,

Boston, MA. 15 October 2012. <http://acamdic.mintel.com>.

“Teenmark 2011 Product: Leisure/Sports- How Often Engaged In Water Skiing/Other

water sports--Participated in last 12 months.” MRI+ Mediamark Internet Reporter.

Mugar Library, Boston, MA. 15 October 2012. <www.mriplus.com>.

Woodruff, Judy. “Millenials: A Portrait of Generation Next”. 14 February 2010. Pew

Research Center. 15 October 2012.

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Appendix A: Survey Questionnaire 1. What type of advertising do you enjoy the most?

a. Funnyb. Seriousc. Sadd. Inspiringe. Happyf. Other (please specify)

2. What would you say is your favorite brand? 3. In one word, how would you characterize yourself?

a. In one word, how would you characterize yourself?  Laid-backb. Adventurousc. Reservedd. Artsye. Intellectualf. Other (please specify)

4. Rank your ideal afternoon from most favorite (1) to least favorite (5).

a. Reading a book

b. Watching television

c. Playing sports

d. Being outdoors

e. Hanging out with friends

5. What is your monthly income/allowance?a. Below $500b. $500-$1000

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c. $1001-$1500d. $1501-$2000e. $2001-$2500f. $2500+

6. When choosing sport equipment, which of the following factors matter to you? (Check all that apply)

a. Priceb. Product ingredientsc. Availabilityd. Conveniencee. Qualityf. Brandg. Salesperson's recommendationh. Packagingi. Other (please specify)

7. Which of the following sources do you trust most when choosing products?

a. Which of the following sources do you trust most when choosing products?  Televisionb. Sales peoplec. Radiod. Internet sitese. Friends or familyf. Magazinesg. Product packagingh. Other (please specify)

8. How likely are you to buy a product if it is more environmentally-friendly than its competitor's product?

a. Extremely likelyb. Very likelyc. Moderately likelyd. Slightly likelye. Not at all likely

9. Which of the following sources do you use to learn about sport equipment products? (

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(Check all that apply)a. Magazinesb. Televisionc. Friends or familyd. Sales peoplee. Internet sitesf. Radiog. Product packagingh. Other (please specify)

10. Have you ever bought athletic equipment online?

a. yesb. no

11. How often do you buy products online?a. How often do you buy products online?  Extremely oftenb. Very oftenc. Moderately oftend. Slightly oftene. Not at all often

12. In a typical day, about how much time do you spend using social networking websites?

a. 30 minutes or lessb. 1-3 hrs.c. 3-6 hrs.d. 6-9 hrs.e. 9 hours or more

13. About how many brands do you currently "like" on Facebook?

14. Besides social networking websites, which internet website do you use most often? 15. Where are you most often when you use the internet?

a. Where are you most often when you use the internet?  Outsideb. Cafe or coffee shop

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c. Friend's homed. Librarye. Bookstoref. Homeg. Workh. Other (please specify)

16. If you could use only one of the following, which would you use?

Cell phone Computer

17. About how many smartphone apps did you download from the internet last month? 18. In a typical day, about how much time do you spend listening to music on music streaming websites?

a. Hoursb. Minutes

19. Do you live near the beach? (10 minute drive or less)a. Yes b. No

20. When it's the appropriate season, how often do you go to the beach? a. Almost every day b. 2-4 days a week

c. At least once a weekd. Every couple of weeks e. Once a monthf. I don't go to the beach

21. At the beach what activities do you take part in?

a. Readingb. Tanningc. Runningd. Water activities (surfing, boogie boarding, body-surfing)e. Games (Frisbee, football, etc.)f. Other (please specify)

22. Which of the following water activities have you participated in?a. Boogie boardingb. Surfingc. Skim boardingd. Hand boardinge. Wake-boardingf. Water-skiing

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g. Paddle-boardingh. Other (please specify)

23. Have you ever heard of hand-boarding? Yes No

24. Would you be interested in a hand-board that helps your body surf waves faster and with more control?

Yes No

25. In what city do you live? 26. Which category below includes your age?

a. 17 or youngerb. 18-20c. 21-29d. 30-39e. 40-49f. 50-59g. 60 or older

27. Are you currently in High School or College?a. High Schoolb. Collegec. N/A

d. Other (please specify)

 

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Appendix B: Survey Questionnaire Key Charts and Graphs

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Appendix C: Interview Questions Interview Question Outline

o What recreational activities do you take part in? o What digital platform do you use the most for entertainment?o Do you use the Internet to buy products, specifically athletic goods?o What websites do you spend the most of your time on? Why?o What do you use social media for? o How do you connect with brands online?o Can you recall an advertisement that entertained you? o After watching the Piper Waveworks promotional video, what do you think of their

product? o Would you be interested in buying their product? Why or Why not?o What kind of water sports do you participate in? o Do you own any water board products? If, so what kind? o What motivates you to purchase a product?

Demographic ProfileTwo interviews included:

One 21-year-old, male college student, resident of Maui, Hawaii and avid participant in water sports.

One 17 year-old, male high school student and water-sport participant. One out of two interviewees lived on beach. Both interviewees claimed a high interest and knowledge of water sports. Both of the interviewees had heard of the sport of hand boarding and would be

interested in purchasing a Piper board.

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Appendix D: Focus Group Questions Focus Group Questions

1. What are the first three words that come to mind when you think of the beach?2. How often do you go to the beach?3. What kinds of activities do you enjoy at the beach?4. What water sports do you participate in the ocean?5. If yes, What sports?6. If yes, Do you or have you owned any products? If so, what brand? 7. Have you heard of hand-boarding? 8. If yes, Where did you hear about it? 9. If no, a hand-board is a wooden plane that helps your body surf waves faster and

with more control. Would you be interested in this kind of product?10.After watching the Piper Waveworks promotional video, what do you think of their

product? How would you describe their brand personality?11.Would you be interested in buying their product? Why or Why not?12.What do you think of their new logo?13.What hobbies and other recreational activities do you take part in? 14.What digital platform do you use the most for entertainment?15.Do you use the Internet to buy products, specifically athletic goods?16.What websites do you spend the most of your time on? Why?17.What do you use social media for? 18.How do you connect with brands online?19.Can you recall an advertisement that entertained you?

Demographic Profile

One focus group of six participants included: Six male participants between the ages 16-22 Four participants lived by the coast. Two participants frequently vacation the beach.

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