Over 1,000 youth in six key markets participated in an online survey, providing feedback on youth program awareness and the affects on purchasing and usage decisions. In addition, we were able to measure behavior based on awareness and understand peer-to-peer effects of the promotional program.

service: Quantitative
completion date: December 2005

the approach: An online survey was conducted to obtain feedback on the overall impact of a promotional program targeting the youth market. Five youth programs were evaluated and perceptions of each were obtained. Awareness of the promotional programs, as well as participation in the programs were measured and analyzed.
the results: Youth perceptions regarding the promotional programs were identified and the affects on purchasing and usage decisions reported. We were able to identify the origin of youth awareness of the programs and measure behavior based on awareness. In addition, the return on investment for the promotional program was analyzed and reported.