The youth market - who/why/how

Summarises some findings from annual Canadian youth survey Trendscan, and from youth focus groups. Trendscan, in third year, is a national survey of 1200 12-19-year-olds.

The youth market who/why/how

Michelle ErskineYouth Culture Research

I'd like to share with you some insights into youth pulled from data collected from our annual youth survey Trendscan and from our youth focus groups. Trendscan is in its third year and is a national survey of 1200 1219 year olds. (Although this year we've grown the top end to age 24 and a sample of 1800.) It provides valuable benchmark information on youth attitudes, behaviours, leisure activities, income, spending, media selection and retail behavior. The qualitative feedback provides the context and makes the data real. The combination of...

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