Understanding youth

Date of publication: November 1, 2000


Young consumers have always been a difficult audience to research because first, they are difficult to reach using traditional research methods, and secondly, they are often not as expressive as adults in communicating their opinions. This said, the level of survey research being conducted in youth markets is at an all-time high and is increasing steadily as marketers realize the importance of youth on their brands. Cashing in on the burgeoning youth market has become a national obsession in the United States, and given the global focus of many corporations, an international obsession as well. Yet, advertisers and marketers are consistently making marketing and research mistakes, most of which are avoidable. This paper highlights some of those mistakes, suggests approaches to avoid or neutralize them and points out winning strategies that can be employed for success with the Generation Y market segment.

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