Abstract:
This paper will be presented by Yo! (Youth Opinion International). With contributions from CWA Ltd (UK); the Institut de l' Enfant (France) and Research Data Inc (USA). The paper will draw upon a long history of child and youth research in our respective domestic markets and the wider international arena. (Our specialism in child and youth research and international collaboration dates back to the 70s.) We have also included some key findings from our joint quantitative study, which was set up with the specific purpose of gathering fresh information for presentation in the paper. Certain international brands, which have become either Youth Icons in their own right (e.g. Levi's jeans) or epitomize the Youth Culture (e.g. 7 Up's Fido Dido), will also be cited as examples of the case for developing a Global Youth Strategy. As the title suggests, the emphasis of the paper will be on youngsters in their teen years (i.e. 13-19) and will be divided into three parts.
This could also be of interest:
Research Papers
Strategic use of trends in the youth market
Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Author: David Cox
 
October 22, 1997
Research Papers
Youth in flux
Catalogue: Congress 2017: Visionary
Authors: Pernille Kok-Jensen, James Guerrier, Christian Kurz, Sammy Kong
Company: MARE
September 4, 2017
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)