Methodology

How We Discovered Brand Sirens

CNET Networks Entertainment and Starcom MediaVest Group joined forces to conduct an extensive study on marketing to today's youth. This two-phase project, which combined both qualitative and quantitative analysis, produced piles and piles of robust, engrossing data that ultimately exposed the existence of the highly coveted Brand Siren.

Here's how we did it:

MILE DEEP VERSUS A MILE WIDE
Phase One: Ethnographic Qualitative Research

Objective

We set out to learn as much as possible about today's youth and knew this would be best accomplished by spending as much one-on-one time with them as possible. So we did. We invaded their bedrooms, plopped ourselves on their couches, and guzzled sodas over in-depth conversations. Together we talked about everything from their experiences, interests, attitudes, and behaviors regarding brand awareness and perception, to technology use and media-consumption patterns. And let me tell you, we had some pretty interesting discussions.

Participant Profile

The interviews were conducted in Seattle and Philadelphia among 30 tech-forward individuals representing the following three life-stage groups:
True Youth: 13- to 18-year-old high school students

Transitional Youth: 18- to 24-year-old college students and/or workforce members who either live at home and/or are supported by their parents

Independent Youth: 25- to 34-year-old individuals who work and live independently
Our tech-savvy participants were recruited based on the following criteria:
Technology Ownership – for example, the individual must own a computer with Internet access and a cell phone, plus an additional one to two consumer electronic devices.

Technology Behavior – for example, the individual must participate in a minimum of four listed activities such as online PC/console video game playing, instant messaging, PC/digital player music listening, and desktop/laptop movie watching.

Participant Activities

The chosen individuals participated in these activities:
"A Day in the Life" In-Home Interviews – These one-on-one conversations covered multiple topics, including household dynamics, lifestyle, routines, passions, entertainment patterns, technology use and attitudes, brand attitudes and behavior, and response to marketing communications, advertising, and promotions.

Online Brand Journals – Each participant was required to record their daily media usage, brand choices and affinities, entertainment consumption, and technology use for one week.

Affinity Groups – These intimate groups were held in the homes of selected participants plus four to six of their friends. The sessions allowed for exploration of social networks and peer-group dynamics as they related to trends, interests, values, social concerns, product awareness, and purchasing habits. Group exercises revealed brand perceptions, brand loyalty, trust and distrust issues, and attitudes regarding advertising.

THE SCIENTIFIC NUMBERS METHOD
Phase Two: Online Quantitative Research

Objective

We departed the homes of our phase-one buddies with many intriguing hypotheses that we now needed to prove. What better way to support our findings then with stacks of get-out-your-magnifying-glass-spreadsheets of comprehensive data? In order to verify and quantify our ethnographic research results, we reached out to a larger, nationwide audience to explore:
Youth interests and hobbies
Entertainment habits
Technology usage
Brand attitudes and beliefs
Touchpoint preferences and usage for marketing messages

Participant Profile

The research was conducted among two audiences:
A representative sample of online US youth, ages 13 to 34 years old
CNET Networks Web sites users (GameSpot, TV.com, MP3.com, and CNET.com) representing forward-leaning, 13- to 34-year-old consumers
Each sample was analyzed by life-stage groups, which were defined slightly differently than the phase-one life-stage groups.
True Youth: 13- to 18-year-old individuals

Transitional Youth: 18- to 34-year-old individuals who either live at home and/or are supported by their parents

Independent Youth: 18- to 34-years olds who live independently

Participant Activities

Two extensive national online surveys were conducted:
Technology and Entertainment

Topics included:

INTERESTS – favorite interests, sources of information for interests, and groups related to interests
ONLINE ACTIVITIES – favorite online activities conducted on a regular basis
WEB SITE USAGE AND OPINIONS – time spent with and ratings of various types of sites
ENTERTAINMENT HABITS – preference and usage patterns regarding various entertainment forms such as on-demand television, digital video recorders (DVRs), and online gaming
CLASSIFICATION – tech usage, self descriptors, demographics, and the like

Survey sample size:

Online US youth: 1,593
CNET Networks audience: 5,666
Brands and Touchpoints

Topics included:

Brands – attitudes, loyalty, and behavior toward brands
Advertising – effectiveness of various forms of advertising (for example, online versus offline ads), engagement with online postings and reviews, and the like
Touchpoints – receptivity to various marketing message contact points, now and in the future
CLASSIFICATION – tech usage, self descriptors, demographics, and the like

Survey sample size:

Online US youth: 1,519
CNET Networks audience: 7,439

LISTEN, THE FUN NEVER ENDS

So that's what we did. And it was fun. And we learned a lot. And we're excited to share it all with you, and to continue digging around inside the brains of today's youth. Because, man, there's some good stuff to be found when you take the time to really, truly listen.

If you want to know more, or just want someone to listen to you, please feel free to contact us anytime.