Brand Behaviour
Teenager Market Research
Steve Thomas-Emberson and
daughter Lydia take teenage retail behaviour through a scientific analysis.
“The views of the younger age group are very interesting. Market research tends to concentrate on adults and not necessarily the
motivation behind making their purchases.” This opening comment is made by Robbie Gill, Managing Director of The Design Solution ‐ London and joint commissioner along with Susan Whelan, Senior Executive Vice President of King Power International ‐ Thailand. These two professionals have a huge commercial interest in retail as Gill master plans retail environments and Whelan controls product sales for the King Power organisation. This is not the first piece of teenage retail research that Lydia Thomas‐Emberson, aged 15, has carried out for them but it takes teenage retail behaviour through a more scientific analysis. The survey working title of “Teenagers and their Brands” was carried out over
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several schools and dozens of teenage pupils through a simple question and answer scenario. Part of the questionnaire dealt with retail purchases and the other part concerned brands and how important or otherwise they were, and crucially how teenagers interact with brands. The survey was to come up with some startling results in the effectiveness of a brands ability to communicate to teenagers as Susan Whelan, Senior Executive Vice President of King Power International commented. “Lydia’s research is hugely informative to a retailer. The amount of disposable income that teenagers have was surprising. We mostly target brands to an older audience but the younger audience should not be ignored. To offer them affordable entry point to luxury brands gives an opportunity to build brand loyalty.”
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