Target groups: Youth

 

Describes the fast-moving technology of mobile phones in US, how young people are finding new ways to use them and how marketers are beginning to exploit these. The key attraction is mobility. Covers: ...

This paper describes how cultural understanding can be effectively utilised in the development of strategic marketing communication. It describes the values of young people in the MENA region, how the ...

Understanding trends in youth markets is challenging due to the dynamism and fluidity of consumer attitudes. This paper aims to outline how a bricolage approach using creative methodologies can help u ...

This paper sets out to explore how global tweens (8 - 14 year olds) living in urban areas view their world and how this influences the relationship they have with grown-up brands. The conclusions draw ...

From Shanghai to Paris, young people lead very different lives but list the same favourite brands. What drives their brand choice? And what influences the behaviour and attitudes of young people acro ...

Nonconformity advertising delineates consumers' characteristic of nonconformity and stresses that even those consumers with a strong need for nonconformity favor the focal brand. Given that today's te ...

Young consumers have always been a difficult audience to research because first, they are difficult to reach using traditional research methods, and secondly, they are often not as expressive as adult ...

Reports on a survey of the youth market (TNT - today and tomorrow). Values associated with adulthood are now at the heart of youth culture, e.g. stability, pragmatism, concern about the future, desire ...

Understanding kids and teens is not about jumping on the bandwagon of the latest crazes. It is about establishing the patterns and mindsets that drive this behaviour. This paper does not look at the m ...

This paper looks at the role of forward-looking trend research and analysis in helping to protect the cool equity and youth credibility of the Levi's ® brand. From the start point of qualitative resea ...