Youth in flux: Unapologetic. Sensitive. Restless

This paper explains and shares findings from Youth in Flux, a global integrated research project for Viacom, owner of TV channels such as MTV and Comedy Central, who wanted a better understanding of its younger audiences' attitudes and aspirations.


How does one go about researching youth on a global level – finding out what makes them tick and exploring the trends that shape the world around them?

Thanks to a highly collaborative process – and plenty of creative freedom – MARE and Viacom pushed the envelope of what integrated research approaches can achieve. This paper covers what we wanted to achieve, how we went about it, key findings, how these findings were brought to life and the impact. We'll also share some of the lessons learned along the way.

So why have we called this study Youth...

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