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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

iModerate allowed us to not only connect with this hard-to-reach audience but to get a deeper understanding of their feelings on the subject of public service. iModerate promised at the outset to expand and clarify the quantitative findings in a way traditional online survey research has previously been unable to, and they delivered on this claim. As a result, we were able to expose the emotions shaping the perceptions of the class of 9/11.

Marc Porter Magee, Partnership for Public Service