mobileYouth®

Why do youth buy? Find out in this free 9 page Ebook

Let’s face it; focus groups are a spent force in consumer insights. If you want to understand the future of retail don’t go to your local high street looking for answers; you’ll need to hit the trail and visit the backstreets and low-key districts of Tokyo to see progress reveal itself out of sight of the mainstream media through the evolution of masterbrands such as McDonald’s and Starbucks.

McDonald’s and Starbucks have recently pulled back from sourcing consumer insights from their focus groups because, as they believe, the focus group is merely a bunch of kids in an office eating pizza talking about their products. Consumer decisions are a function of their social environment so to understand them properly you need to be out there.

It’s here in the 23rd ward, Setagaya-ku trend hunters have noticed a small blip on their radar. Outside a darkened store frontage even the more conservative among us would jump to the conclusion as either a strip club or something equally seedy a group of high school boys and girls joke while exchanging emails on their mobile phones.

Curiosity will get the better of you; you’ll be craning your neck to see what’s going on behind the blacked out store frontage. It’s then that your senses receive mixed messages – the rumble of a sub bass woofer that reconfirms you’re heading off the map when it comes to apple pie youth research and then the waft of a smell that would be at home in Setgaya, San Francisco or even Singapore – McDonald’s fries…

Step inside for an insight into the future of youth research ->

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