Millennial Mediavores

Alana Storey and Briar Harland

The authors' experience suggested that using traditionally broad media groupings could limit the effectiveness of a media recommendation.

Millennial Mediavores

Qualitative research and media planning for children

Briar Harland Regional General Manager, Qualitative Research, NFO CM Research, New Zealand. andAlana Storey Media Director, DDB, New Zealand.

'MILLENNIAL MEDIAVORES'

Sounds like something that should roam around in Jurassic Park, does it not? Quite the reverse is true, however. 'Millennial Mediavores' is a term designed to convey the voracious way our children consume media – all types of media, including media forms we would never even thought of when we were kids.

And therein lies the rub. Both research and advertising seem to function on a...

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