While at PepsiCo, in an effort to understand Young Adult Women, we adopted my research methodology and conduct in-depth interviews with over 100 girls, ages 18-21, across the country. I wrote a 30 page book delving into the demo and psycho-graphics of the Girl Boss Tribe—as an inspirational learning tool for all the stakeholders. This book is known as the Girl Boss Tribe Report. Many departments have used this report, along with the Ethno-documentary to brief our creative partners. This book has quickly become the PepsiCo Foods benchmark for Design Target learnings.