Look Look

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Marketing Chapter Five Case Study 5.2

1. How does Look-Look use technology to gain insights on the teen and young adult markets?

Lee and Gordon felt the that younger people themselves were not given a very large part in the to play in the market research process, even though they were in the best situation to give complete accurate information about youth trends. So they created an internet communication system and enlisted young people to provide up to date information, right from them source. 35,000 handpicked youths, from all over the world to give information to Look-Look Company. Youth telling about their styles, trends, opinions, and ideas, the better way, by going directly to the real source. The youth that are recruited by peers through the viral network, become marketing researchers: survey respondents, field correspondents, and photo journalist. Then researchers’ assembled data to an online database, gives subscribers access and allowing communicating to correspondent too. Youth can also find the results to polls and survey, uncovering the latest information. Lee and Gordon believe that the full understanding of the youth culture is to be in constant dialogue with the young people. No longer a once or twice a year focus group or the traditional market research.

Look-Look also engages with social networking blog and MySpace, as well as the Team Look-Look, their own online community; it contains 3 sections called Think, Speak, and Do. Every section can be used by the company to collect and use for market research information. That information gives Look-Look an in-depth view of what young people like to do and as well as how they are putting it out there, so others to see it.

2. Why does Look-Look focus on trendsetters when they represent only 20 percent of the youth population?

That twenty percent influence the other eighty percent; these trendsetters are forward thinking innovators who influence their peers. Teens trust their...
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