Abstract:

This paper shows how research techniques were applied in an online environment to elicit deeper learning about brand and media engagement among teenagers. The paper focuses specifically on teens in China, Brazil, Mexico, and Russia and demonstrates how market researchers empower companies to shape future strategies for innovation and growth by helping marketers understand the role of brand and the unwritten rules of brand engagement in emerging markets as well as identifying specific trends in young consumers' behaviors that predict societal changes in brand consumption.