Ignite! Youth – A Kickstart For Agencies & Marketers .

The generation of Americans born in the 1980s and 1990s is confounding marketers. Their attitudes and behaviors not only break away from Generation X, they run in opposition to the Baby Boomer mindset. To help agencies and marketers get into the heads of consumers between the ages of 14 and 24, scenarioDNA will be launching a quarterly trend report entitled “Ignite! Youth.” The report will address primarily digital media and non-traditional marketing. No question that digital media is having a profound and far-reaching impact on this generation. They are as comfortable growing up with digital media as their parents were with the telephone and TV.

That said, they take digital media more for granted, have higher expectations for it and are among its biggest critics.

“Ignite! Youth” will track these young consumers as they engage digital media, and will track digital media as it engages them. It will deliver on-the-street research, informed commentary and a critique of current campaigns. It also will look at both product and channel categories, as well as driving influences such as major cities. In the spirit of Big Brother (their preceding generation), we’ll be wherever they might be: on message boards, in coffee bars, shopping. Resulting articles will be a quick, concise read.

“Ignite! Youth” is the first quarterly trend report in scenarioDNA’s “Ignite!” series, a series addressing digital and non-traditional media in niche markets. Designed to improve the account planning process, “Ignite!” promises to fuel the intuition and instinct needed to deliver superior creative ideas. The reports will build upon scenarioDNA’s existing knowledge base of niche research, including targeted survey panels.

There is a new mandate to get smarter and more innovative about your consumers and the forces that drive them. The challenge for both marketers and agencies is for their campaigns to maintain credibility and be valuable to an
increasingly skeptical consumer. To do this requires going beyond traditional research, focus groups and analysis. Marketers need a quicker fix to keep up with fast-changing nuances and driving influencers.

For more information at http://www.scenariodna.com