Just knocked off a round of focus groups in Atlanta and New York city and my biggest non-proprietary finding: Kids are a lot cooler in NYC than in Atlanta.
Okay, not fair, based on my limited recruit, but have to admit I was pretty stunned by the Islanders’ range of activities: multiple jobs, internships in Germany studying film distribution, running shows out their Brooklyn lofts, discovering the British Invasion all over again. But the second biggest non-proprietary discovery had to be that the new dream has evolved from wanting to be a star to managing them. A solid third of the kids I met were putting on shows, managing talent and/or distributing content through all kinds of channels. I kid you not: A couple of them admitted that they didn't come to the groups for the token incentive but for RESEARCH! They were listening harder than the people behind the glass. They were there for ideas.
And they still watch ads, but only the good ones and only on their own time, and usually on Youtube. They fast-forward most everything else. So make ads good enough to look up or don’t make them at all. Which of course was what we always wanted to do to begin with