The problems faced by marketers seeking to understand the youth market are becoming increasingly complex.

R.O.A.R., or Right of Admission Reserved, is a cross-media research study into the youth market, designed to understand the media habits, lifestyles, attitudes and brand preferences of UK youth. Data is compiled by continually researching 15-24 year olds, throughout the UK. A constant dialogue is maintained via a mix of traditional and innovative methods;

• Quantitative questionnaires
• Qualitative discussion groups
• Online newsgroups
• SMS text polling
• In street interviews

The respondents are representative of age, gender and social group, and the analysis is also able to examine response by education types. Results from the quantitative surveys can be analysed by any of the mentioned criteria, be it demographics, attitudes or lifestyles, but the qualitative groups are also used to probe attitudes and opinions that can't be accessed in a questionnaire format.

For details on how to find out more about this elusive target group and their brand attitudes contact: Stephanie Matthews at