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Wow. Thanks to both of you -Russell and Grant -for such a stimulating project. At first I had to really fight a particular voice in my head that was saying, "You can't just make this up!" So much of my research training was about getting out of the way so I could really listen to people instead of just hearing what I'd like them to say. But this approach is a brilliant way to pay attention to culture. I can see now that the clothes, jargon and habits of these more 'obvious' subgroups work as clear symbols of the values and motivations running through a time and place. And at the very least, it fleshes out that box on the creative brief that asks "who are we talking to?" Thanks!

Snoors

Stunning

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