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Defining today’s American Dream

Defining today’s American Dream

iModerate Author

Mar 14, 2013

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In our latest qualitative research study we talked to a hard to reach audience, young teens, about an enduring topic – the American Dream. These individuals are part of the newest generation of Americans – the Plurals. Born into a world based on technology and social media, we decided to engage this group using communication platforms they are extremely comfortable with, instant messenger and Pinterest.

What we found were ideals and goals reminiscent of past generations, tailored and organized to fit their reality, as well as a definitive stance on what is and is not important.

What can you learn from this research? For researchers and marketers alike, knowing the beliefs that are relevant to the Plurals’ lives can guide how we engage with this generation.

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iModerate Author

Our relationship with iModerate has enabled us to quickly and efficiently seek the voice of the consumer or customer, and incorporate it into our business decisions, allowing us to become smarter and faster to market. The team iModerate is, in essence, a virtual extension of the Abbott research team – from them, I know that when I pick up the phone and call, on the other end will be someone who understands my business, knows my target consumer, and will always deliver high quality results.

Kristen McLane, Manager, Shopper Insights & Category Development, Abbott Nutrition