Moreover, claims Peter Zollo, president of market research firm Teenage Research Unlimited, stale slang makes advertisers look as if they're trying too hard. What should be included are clever graphics, music, a sense of humor and whenever possible, a generous dose of irreverence. Besieged with images and raised on MTV, teens are media saturated and old hands at advertising. Those flocking to the burgeoning kids market are finding new ways of learning more about their elusive targets. One effective method for peering into kids' minds is focus groups.
Focus groups can take several forms.
While they may sound like an excellent way to obtain the marketing information you seek, don't try to organize focus groups yourself. Dozens of ad agencies and research groups specialize in these sessions and can help you find participants as well as set up the structure itself. Check the Yellow Pages for names of firms in your area. If you've already identified your market, a number of trusted vehicles can put you within reach. When targeting young children, for example, many companies including Burger King have found clubs to be especially popular.