Thursday - May 31, 2012 | 14:45-15:45
“OH CANADA! THE TRUE NORTH, STRONG AND…UNIQUE!”
Exploring Canadian Teens’ Unique Identity
Using insights gathered in the 2011 TRU study – (over 1,000 nationally representative online interviews with Canadian teens), this talk will demonstrate the uniqueness of Canadian teens and why they deserve to be considered as a potent and profitable target market.
Specifically this talk will explore:
- The pride teens have in Canada and how companies can engage this cohort by tapping into their view of Canada (it ain’t just hockey!)
- Teen attitudes towards brands and what they look for when spending their cash (cool brands with a conscience strongly appeal to this cohort)
- This is the first TRULY global generation but as a brand you need to be global but ENGAGE LOCALLY. A global message works better if they can connect to it within their local frame of reference.
Amy Knowles, Vice President, TNS Canada
Amy specializes in consumer segmentation and understanding how different groups of people think and behave. She has worked to understand teen behaviour across several categories including technology, consumer packaged goods and financial. She has led several segmentation programs for some of Canada’s largest global brands.