Chapter 9: How to study youth consumption cultures: towards immersive market research tools
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This chapter tackles questions related to the obsolescence of quantitative tools used in market research to examine digital natives’ behaviors and attitudes towards brands and products. In this chapter, I introduce exploratory and immersive tools companies can utilize to develop an in-depth understand of the youth market and its paradoxes. Immersive and exploratory market research methods bring together a set of tools relevant to the study of young people’s offline and online consumer experience and cultures. These immersive and interactive tools allow companies to explore the meanings young consumers assign to their consumption practices and decode the symbolic, emotional, and subjective dimensions that emerge during an encounter with a product or service. The chapter will focus on exploratory qualitative methods and new tools to understand and analyze youth behaviors and attitudes within different youth consumption cultures.

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