In the first step, student teams selected a particular consumption area of interest to group members, then proposed and selected specific aspects of consumer behavior to study. Students were expected to provide detailed research and use creativity. 

  

     In the next phase, the team conducted research and field work to gather data and insights for understanding thoroughly the specific aspect of consumer behavior in the consumption area selected. 

 

     In the final phase, the team evaluated the marketing strategy and activities of a specific brand in their chosen industry, and, using information from initial data gathering, provide a critique and recommendations for improved alignment with consumer behavior concepts and applications.