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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