For research to be meaningful, it has to be conducted in the presence of the social dynamics that shape youth consumer behavior. Research conducted in focus groups or labs simply produces contrived data; youth consumer behavior is studied in isolation of the evoked set of demands on their attention and finances that create opportunity cost.

We activated our network of youth research specialists to find out what youth thought of mobile services, products and marketing in their country. Here are just some of our latest insights from the countries we covered.

Why do youth love certain brands? Here's an opportunity to hear one of our network discuss her feelings about a brand that matters to her. Our clients often ask us this question. The answer lies not in talking about "connected generations", "hipsters" and so on but in understanding the actionable data - the key fundamental drivers that you can incorporate into yoru marketing.

We try to see your world through their eyes. This means constantly challenging our own received wisdom from language to preconceived notions about what we think is important to them. The more time we spend talking with youth, the more we realize the communication industry doesn't do communication very well. We're working with key brands to put that right.

As the number of under 10s owning a mobile phone increases by 25% a year, we asked "Should pre-teens own a mobile phone?" We were curious what parents thought. As part of our ongoing dialogue with parents we discussed their thoughts in-situ. We study youth believing that youth marketing isn't just about selling to youth. It's about addressing the complete ecoystem of stakeholders - parents, retailers, media and interests within your own company.

We wanted to know how youth talked about things that mattered to them in their own environment - away from the focus group and away from the pressure of offering up the "right answer". We took to the streets of London to find out how youth today were using media.