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Marketing to millennials: Five things every marketer should know
This report discusses the distinct media consumption habits of millennials as a way of predicting future media trends. It argues that millennials' habits vary from those of older people – an increasingly important difference for brands.
Creating Gen-Y-proof brands
Viacom research showing how to understand better the lives and needs of millennials.
Teens and screens
Five insights brands should use in mobile campaigns for teens, based on research from Orange.
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Best Practice: How to market to youth
Best Practice paper offering practical tips, examples and recommended reading.
Know the audience: Teens
Global research into the media consumption habits of teens, and advice for brands that want to engage.
Paramanya: A million downloads in a month
This case study shows how Paramanya, a localised mobile game in Turkey, launched with a three-phase strategy to generate awareness and interactivity.
Toyota Aygo: Go fun yourself.
This case study describes how Toyota, the Japanese car brand, built a new communications platform to attract younger buyers, create exciting online content and increase sales.
Bolia.com: Selling sofas in a financial meltdown
The case demonstrates how Bolia.com, a Danish furniture retailer, devised a new brand strategy by creating an aspiring and modern lifestyle brand with international appeal.
Olay: Stepchanging digital to drive purchase intent with search and consumer ratings & reviews
This case study shows how Olay, the skin care brand, included digital search and content generation into its previously traditional media campaigns, to grow brand awareness and purchase intent in Thailand.
Millennials: Impact of behaviour on global consumer markets - executive summary
This report provides a top-line view of millennial consumers globally, including different segments within the grouping as well as millennials’ interests, motivations and expectations.
Plackett-Burman design in choice-based conjoint analysis: A case of estimating warning message distribution on tobacco packages
The authors propose a Plackett-Burman experimental design to rearrange profiles in blocks in choice-based conjoint analysis as an alternative technique for measuring preferences that accommodate large numbers of options.
Coming of age on screens: How Facebook explored what it's like to grow up in today's world
This paper shares the findings of a research project into the lives of young people aged 13-24 across 11 international markets, using mobile diaries to cover attitudes towards friends, media, brands, education and socialising.
Emojis spread Dell's back-to-school message
This event report shows how Dell, the technology group, employed emojis to support a back-to-school marketing campaign.
Gen-Surveys: taking the research time machine to a GenZ-dominated world beyond 2020
This paper argues that the characteristics of Generation Z, who are more independent-minded and confident with technology, will drastically change the market research industry.
Young Women's Health: Global attitudes towards health, fitness and wellbeing among the under 30s and market impact - executive briefing
This article highlights topline trends in young women's approach to fitness and health across the world.
TV re-defined: How global viewers are redefining their relationship with television
This paper reveals the findings of an international study into the relationship that younger consumers have with full-length TV shows, how they view them and how they discover them.
The karma of give and take: How culture affects the space of e-commerce in India
This paper discusses a research project that focused on the Indian ecommerce industry and uncovered consumers' implicit and explicit motivations, keyed to their Western influences and their native culture.
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