Brand Sirens – CNET and Starcom MediaVest Explore Youth Minds

This post is part of a larger series covering the Youth Marketing Conference 2007.

Anne Claudio from CNET spoke today about brand SIRENS which is a recent project by CNET Networks Entertainment and Starcom MediaVest Group.

Some background on the project:

The collaboration between CNET Networks Entertainment and Starcom MediaVest Group on this study has been a successful and rewarding alliance that continues to thrive as, together, we’re committed to better understanding the inner workings of today’s young minds–and to sharing our findings with our partners so we can all make stronger, lasting connections with today’s discerning, influential youth.

Some interesting information from her speech:

• Breakdown of SIRENS can be found at www.brandsirens.com
• In depth research meant spending a significant amount of time with respondents not simply doing an hour long focus group.
• Touch points for information are changing with todays evolving consumers.
• Media consumption habits continue to be fragmented – you must capture the consumer across multiple mediums and not rely on just one.
• Youth today is consuming from multiple providers to get a clear picture – today’s teens checkout Fox News, MSNBC, and CNN because they believe one source is not enough.
• There is a need to re-think the idea of “Reach” – no more mass media. Connecting with consumers is about loyalty, transparency, emotion, and honesty.

The overarching goal of this project is to glean information about todays youth culture but also to attempt to integrate the findings into todays planning tools at large media agencies. Getting people to think “outside the flowchart” in a way that can integrate strategies that will actually work instead of big ideas with the latest buzzwords.

Technorati Tags: Anne Claudio, CNET, Starcom MediaVest, Youth Marketing Conference, Marketing.fm