Life Frames®
A New Approach to Researching Young Target Groups
Axel Dammlericonkids & youth international research GmbH, Germany.
INTRODUCTION
iconkids & youth is a research company devoted to the understanding of young consumers. In the past we have used all standard techniques and methods to identify and analyse young target groups, e.g.: Typologies and Market Segmentations, Opinion Leader Research, or Ethnographic Research. However, we also noticed the problems and shortcomings of these methods, as all these approaches suffer from a similar problem: they assume that the respondent can be squeezed into a single entity, i.e. that the respondent always...