We used a mix of methodologies, including ethnography and interviews with pairs of friends as well as an online survey, adjusted with different language and imagery depending on age group. We also asked respondents to keep media diaries, allowing us to understand exactly how each device and media fits into their lives.
The results showed that TV still plays a huge role in social currency and still helps shape young people’s aspirations, moral outlook and dreams. TV also has a halo effect on brands – creating perceptions of glamour, stature, legitimacy and, most of all, fame.
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