If you want to know the future of technology and its impact on society, study how teenagers interact with one another. Teenagers are digital natives, navigating in a complex and sophisticated world that most of us do not fully understand. Yet, teens are a highly interesting target group to many companies. Their behavior as consumers is radically different from what we see in other target groups and they may seem unpredictable and difficult to reach. At Millward Brown Denmark, we have set out to clarify and understand where teenagers interact online, how and why.
New qualitative study
We are currently performing a big qualitative research study on teenagers and their use of social media: How do teens interact with brands in the new media channels? Our goal is to obtain new insights into teenagers’ interaction with brands online. In the process, we are seeking new ways of doing qualitative research. With the use of our trademark online platform IDEABLOG®, our study takes place exactly where the teenage consumers are: Online with smartphones, interacting, sharing, liking, smart chatting, hash tagging, streaming, sharing, uploading, downloading, commenting and performing digital multitasking intensively day and night.
Meeting teens where they are
Millward Brown’s IDEABLOG® can be run via an app that the respondents download to their smartphones, logging into a private, secure online forum. Here, we can engage them into developing ideas, expressing attitudes and interacting with each other. We can post mini-polls, surveys, interactive activities and the respondents are able to upload their own thoughts, pictures and videos.
Bloggers’ influence on consumer behavior
Another aspect of the study is to learn about young people’s influence through the internet. Through social media and blog forums, we have investigated the blogosphere in order to identify Danish bloggers who target teens. We have invited five bloggers under 20 to participate in an online focus group. We seek to uncover their motives for blogging, the effects of their blogging, upcoming online trends, and the young bloggers’ interaction with brands.
In addition to this, we have invited a handful of big advertisers to discuss and share how they use social media. What are the challenges they face and what are their thoughts on the near future?
What is the single most important thing that comes to your mind when investigating teens and their use of social media? What do you think we will find, where are we heading? Please leave a comment below. We look forward to presenting you with our findings.