We began with our hearts set on defining Oregonians. We quickly realized that before we could make up our own stereotypes, we needed to analyze actual data. Our team essentially dove into account planning on a massive scale, separating ten different Oregon brands into inward and outward facing groups based on their size and audience. We used this evidence to understand what consumers were being told about Oregon, and determined that national brands presented a trope-littered, outdoorsy vibe, while local brands fleshed out their stereotypes and weren’t afraid to present a much quirkier, artistic aesthetic.
Finally, we turned to consumers themselves and asked them about their perception of Oregon. We received diverse opinions from instate and out of state individuals, although many agreed that Oregon presented a relaxed, adventurous atmosphere with a focus on local or green business practices.
We concluded that Oregonians are defined by what inspires them, in particular the natural beauty of the state and the accomplishments of other Oregonians. While we may not all strap on boots and venture through nature every day, we are inspired by the pioneering spirit to take the next step—whatever that may be.
