'MTV Mindsets' ? a segmentation of the youth market

Young people provide impetus, especially when it comes to consumption, and they play a pioneering role in social development. This being so, brands can not afford to ignore them.

In view of the 'capricious' versatility and complexity of 'scenes' and styles, we find ourselves confronted by many questions: How can youth target groups be meaningfully identified? What distinguishes them in terms of their lifestyle and brand leanings? What are the motivations and barriers that clinch the purchase of a product? And finally: where do trends and developments come from? Who discovers today what will constitute a quality lifestyle in the minds of all young people tomorrow?

You can download a brief excerpt of our Mindset study for MTV Germany here:

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