They conduct endless surveys and focus groups.
Teenagers are the hottest consumer demographic in America.
But marketing to teens isn't as easy as it sounds. To that end, they search out the next cool thing and have adopted an almost anthropological approach to studying teens and analyzing their every move as if they were animals in the wild. Take MTV . Long considered to be the arbiter of teen cool, the late 1990s saw MTV's ratings on the wane. But also very lucrative.