Teenopedia

Faheem Merchant

Teenopedia is a source of information on the lives of teens from all angles, providing a single destination on how to reach out to them.

Campaign details

Brand: TeenopediaLead agency: MindshareCountry: India

Executive Summary

To get a complete understanding of teens today, we zeroed in on a holistic research design, combining primary and secondary research with quantitative and qualitative as well as online and offline.

First, we sourced studies conducted in the past by other companies, like Viacom, to get a broad base view.

We then created an online questionnaire, which was distributed to teens across metros.

Finally, we organised group discussions within our office, getting teens aged 13-19 to come together.

The teens were strategically selected across different locations,...

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