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Teens Are Telling It Like It Is
But are you listening? Is the teen population a significantly represented segment in your research plan?
As active consumers who spend about $160 billion per year, they have a lot to say to marketers. |
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Beyond their descretionary spending, they also strongly influence purchase decisions made in the household, in many categories. Sounds like they should have an active voice in your research, huh?
We're using TeenInsightTM, our proprietary teen panel, to better communicate with teens about their needs and wants as consumers. Once a difficult segment to reach, let alone research, we're breaking down the two major barriers to successful research with teens. Getting there is half the battle.
You've got to be able to get in front of the teen. Since teens are online now more than they are at the mall, it's a much better place to start. You could try posting an invitation link online, but who knows who is on the other end of that mouse? You can try sending invitations on behalf of another panel member but how confident are you in that data? Unlike most panels, TeenInsight panel members are recruited directly and are guaranteed to be teens, not their little brother or their mom or the old lady who lives down the street! After all, it's a researcher's highest responsibility to deliver truthful, reliable data.
You've got to speak their language to converse.
New technologies have increased the level and amount of communication among teens. They're constantly looking for new methods to connect and share like visiting web communities, text-messaging friends, online blogging, etc. With so many avenues online to explore, surveys need to be engaging and relevant to keep teens participating. Open-ended questions are encouraged in surveys whether they are ultimately coded or not --they are a great form of expression. Teens want to share and make a difference so when they feel empowered to express their opinions, they tend to supply richer comments than most adult consumers.
TeenInsight's Ten Teen Interviewing Tips:
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- Keep the Interview Brief
- Create an Interactive and Engaging Experience
- Let Them Know Their Opinions are Valued
- Ask Open-Ended Questions
- Know Current Pop-Culture
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Give Them Their Parents' Survey
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Talk Down To Them
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Try To Be Super-Cool by Using Their Slang
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Market To Them
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Ask Parents To Provide Opinions on Behalf of Teens - only teens know teens!
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For more information about TeenInsight, the largest teen panel in the U.S., call or e-mail Leslie Downie (800.800.2124 x215). |
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