In our latest qualitative research study we talked to a hard to reach audience, young teens, about an enduring topic – the American Dream. These individuals are part of the newest generation of Americans – the Plurals. Born into a world based on technology and social media, we decided to engage this group using communication platforms they are extremely comfortable with, instant messenger and Pinterest.
What we found were ideals and goals reminiscent of past generations, tailored and organized to fit their reality, as well as a definitive stance on what is and is not important.
What can you learn from this research? For researchers and marketers alike, knowing the beliefs that are relevant to the Plurals’ lives can guide how we engage with this generation.