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Governor's Council on Adolescent Pregnancy
An Ethnography of Statutory Rape With the ultimate goal of reducing rates of teen pregnancy, the Governor's Council on Adolescent Pregnancy (in the state of Maryland) wanted to better understand how to communicate with their target audience (young women), specifically on the issue of statutory rape. This study focused on understanding the culture, motivations, and emotional terrain surrounding sexual relationships between female teenagers and older male adults. The research methodology included focus groups, one on one interviews with health workers and health worker ‘ride-alongs' through communities in which they worked, as well as in-depth interviews, a social mapping exercise, and photo-essays with teens and adults. Research findings provided the cultural insight to understand the motivations and emotional factors surrounding relationships defined as statutory rape to help the Governor's Council develop delivery and message strategies that would allow them to best communicate with their target audience. |
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About Context Consumer Insights Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover the Grounded Consumer. We will identify key pieces that comprise this insight, illustrate examples from the marketplace and offer recommendations on what to do with this information from a marketing and product development standpoint. Sign up here to get notified when new information is available. |
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