Product category:
Market research
News Release from: Illuminas | Subject: Youth Quotient
Edited by the Marketingservicestalk Editorial
Team on 17 April 2007
Illuminas chiefs to unveil Youth
Quotient tool
Directors from global market research firm Illuminas will be presenting a paper at the Esomar Consumer Insights Conference 2007 in Milan on 7-9 May on their Youth Quotient measurement tool.
Jonathan Fletcher, Group Creative Director, and Julian Kenway, Director, Child and Youth, will be presenting a paper at the Esomar conference entitled 'Marketing to the Inner Child' In this paper they demonstrate the importance of youthful traits in determining adult consumer attitudes and behaviour
This article was originally published on Marketingservicestalk on 11 Jun 2007 at 8.00am (UK)
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The paper highlights continuities between child and adult motivation, thought and decision-making processes and show how researchers should take account of these similarities and how marketers can leverage them when mapping markets and designing different aspects of the marketing mix.
The research includes a new measurement tool to assess individuals, Youth Quotient (YQ), based on an YQ index developed from pioneering research conducted by Illuminas.
The YQ index will be made available on the Illuminas website, www.illuminas-global.com, after the conference, so you can measure your own YQ! Illuminas is a leading global marketing research consultancy formed from the merger of DVL Smith and Hauck Research and encompasses a range of specialist expertise across a variety of sectors.
It combines the very best research expertise, business consultancy and creative thinking to provide actionable research outcomes that enable clients to make critical business decisions.
With a global reach and capabilities stretching across every continent, areas of expertise include brand strategy, business strategy, communications, online, shopper behaviour and child and youth.
Illuminas has offices in London, New York, San Francisco, Austin, Hong Kong and Shanghai.
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