Abstract:
The authors? experience suggested that using traditionally broad media groupings could limit the effectiveness of a media recommendation. This is increasingly becoming of major concern as the media options for under 24-year-olds flourish and the same media budgets are expected to deliver better results across an increasing set of media apertures. For these very reasons, it was decided to augment traditional media measures with more meaningful insights into target groups. Consequently the authors undertook original research and academic literature reviews to develop a more comprehensive understanding of children, their world view, and the way they deal with and understand media and multimedia.
This could also be of interest:
Research Papers
Millennial lens
Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Author: Constanza Cilley
Company: Voices! Research & Consultancy
March 16, 2018
Videos
Millennial lens (Spanish)
Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Author: Constanza Cilley
Company: Voices! Research & Consultancy
May 14, 2018
Videos
The new rules of attraction
Catalogue: ESOMAR Smart Data Lab
Author: Samantha Bond
 
November 4, 2019
