Abstract:

In this paper we deep dive into this continuous research cycle and its methodology using a specific target group as an example: The Tumblr-Generation. This young creative vanguard is arguably the most influential target group at the moment. Our paper sheds light on just how influential they are. We will illustrate how the discourse, the tone of voice and the general way of ongoing about things amongst this group can serve as a major source of inspiration with regard to gathering insights and reinventing qualitative research.