How to uncover opportunities to connect with young consumers

In order to uncover influential opportunities for your brand to connect with young consumers, it is not enough to base your allocation decisions on 'time spent on a media channel'.

In order to uncover opportunities for your brand to connect with young consumers, you need to truly understand their core motivations for using each specific channel. Without digging deeper into motivations (researching the greater picture of how and why young consumers are using f.i. social channels), much of the opportunity will remain unearthed.