Youth buy on emotion and justify with logic. One of the key fallacies of modern market research is results are often logical (e.g. “I bought it because of the QWERTY keyboard”) rather than emotional (e.g. “I bought it because I don’t want to be left out of my friends’ group chats”). When you survey or study youth in an unnatural social context (such as in focus groups or market research communities), they communicate only in logical terms. When you build trust by studying them in their natural context (3H), they open up and offer real emotional insights.
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