Exclusive: Teens' take on brands; Alloy focus groups reveal how food, phones & carsfit into young lifestyles.( )(Brief Article)

Advertising Age, February, 2005

Fast-food, phones and cars-three of the essentials in any teen's life. And three categories that aggressively pursue the young consumer. Alloy Media & Marketing conducted six focus groups for this Special Report, in which a total of 33 teenagers shared their insights about the categories and the brands that dominate them.

The 90-minute focus groups were conducted last month in New York, Los Angeles and Boston. Alloy recruited participants whom it perceived to be influencers and leaders within peer groups.

"The teenage years are so unique because these people are becoming self-sustaining,'' says Jake Garber, Alloy consumer investigator, who attended all six focus groups. "They're involved in random product exploration and adoption.''

This...

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