The extensive ethnographic youth study was aimed at “helping marketers understand how to reach today’s elusive population of 13- to 34-year-olds, responsible for $600 billion each year in consumer spending”.
The study set out to assess “how young people feel about brands, how they talk about them with friends, and how they take in, manipulate, and redistribute marketing messages”. In addition, the study identifies ‘brand sirens’, i.e. “the super-influencers of the youth market, including who they are, what they do, and how marketers can better reach them”.
Not surprisingly (in light of the sponsors), the study shows that “today’s young people care about the brands they use, talk often with their friends about brands, and like watching real-time television”.