You’ve always thought teenagers were irrational, right? Well, maybe it’s not far from the truth: but that doesn’t mean you can’t predict what they do. It just means you need to understand what triggers they respond to – their emotions, their confusion, their nature – and tailor your strategy around them. At Dubit, we specialise in understanding the way in which kids and young people think, so we can develop strategies that work for you. Whether you are trying to change behaviours for social good, or activating a new brand, we can bring our insight to bear.
Youth Typologies
As an example of behavioural economics, we can analyse how youth “tribal choices” change purchasing behaviours. There may well be 57 varieties of teenagers, but that doesn’t help anyone understand their particular audience. You need to look for common motivations and collate the groups so they can be used effectively. We looked for coherent similarities in brand and lifestyle preferences, to come up with a predictive schema for use in strategic marketing. So way back when, in 2002, we devised a 3-square approach to young people: 9 typologies that deliver segmentation you can use in your planning, and to understand your brand “fit”. Here are just a taster to demonstrate how this approach has worked for our clients:
