Last time we talked about youth marketing with the review of Meatball Sundae. Today, I want to look at Mobile Youth Culture.

Mobile Youth Culture is often difficult to understand, especially when we spend so much of our time in the office and not the street. So, here’s a new post that may provide some insight by Graham Brown entitled Take your insights from the street not the lab: mobileYouth.org’s 7 laws of youth marketing covering the validity of using primary research such as focus groups in researching mobile [#%0#2]youth[/#%0#2] culture.

Consumer insights commissioning meaningless focus group primary research that confirms what they already know, e.g. “Would you pay £5 a month to download these ringtones?” Like Nike, Red Bull, Jones Soda, Jet Blue and the rest - get out on the street and start talking to your customers.

I thought about this for a while and was particularly prompted when I saw some new research out about the culture of gamers or other youth research insights from Motorola, which again like most research is heavy on the primary [#%1#2]research[/#%1#2]. Wouldn’t it be great to get out there and start videoing these people and getting some qualitative answers like mobileyouth’s own on-the-street videos or even participating in the universe of students such as our review of JuicyCampus earlier or insights such as those on Black Hipsters.

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