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Is Direct Mail Dead? Not So, Say Millennials

youth / millennials / elections / voting / generational research / in the news / featured
As a Millennial, I know firsthand how much my generation relies on the digital world as an information source. So when I read that 42% of Millennials prefer political mail over digital forms, I went straight to the source of the statistic to find out more: a white paper recently released by the United States Postal Service (USPS) , which summarizes the results of a survey and series of focus groups concerning Millennials’ attitudes and perceptions about political mail. While there is a plethora of research to support how digitally inclined (or even dependent) Millennials are, the USPS study is unique in that it captures the behaviors of Millennials from a different angle. Results suggest that grabbing the attention of Millennials through digital... more
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The bigger victory: Nationals star discusses struggle to quit dip as National Public Health Week begins

behavioral research / health research / social marketing / youth / blog
The Nationals’ home opener may not have gone as planned, but yesterday they came through with the win and a stellar kickoff to another opening day – that of National Public Health Week (NPHW). Ian Desmond delivered the game-winning homer against the Braves, but the “bigger victory” he spoke of after the game was going the entire game without dip. Like many other tobacco users, Desmond began his habit as a teenager – underscoring the importance of prevention efforts (a key theme of this year’s NPHW). Nationals star Ian Desmond Through his description of his struggle to quit, Desmond highlighted several themes potentially key to the success of prevention efforts.
  1. Tradition. more
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She wore an itsy bitsy teeny weeny… E-Cigarettes ad bikini?

advertising research / health research / social marketing / blog / youth
In past posts, I’ve discussed the frustrating genius that is Blu’s “take back your freedom” approach to some of its advertising. I’m less than impressed, however, with the sex sells tactics that dominate a second line of ads. But not (only) for the reasons you may think. Working on smokeless tobacco issues over the past year, I’ve become increasingly aware of the delicacy with which we must communicate about products that, while not harmless, may be less risky alternatives for current smokers. Blu E-Cig Bikini Ad The same harm-reduction tension dominates the e-cigarettes debate. Whether e-cigs are a cessation tool or a catalyst for new users to start a habit of smoking is hotly contested. Earlier... more
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FMG Researchers Publish Research Evaluating the Validity of Key U.S. DoD Personnel Forecasting Measures

behavioral research / military research / survey research / youth / news
Arlington, Virginia – January 21, 2014 –Last week, past and present Fors Marsh Groupers Mike Ford, Jen Gibson, Brian Griepentrog, and Sean Marsh received word that their research entitled ‘Reassessing the Association of Intent to Join the Military and Subsequent Enlistment’ was accepted for publication in the Military Psychology. This is a great accomplishment for our research team and a significant contribution to the research literature. As many of you that follow the Fors Marsh Group blog know, intent to join the military, or propensity, is one of the primary ways the U.S. Department of Defense (DoD) forecasts the military recruiting supply. Although propensity has consistently been found to be the single best predictor of actual enlistment decisions over the past few decades (1),... more
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Making the Most of an Ethnography Study

advertising research / behavioral research / ethnography / blog / youth
"Who is your typical rural teen male?" As market researchers, we often field these types of questions from clients working on a campaign. We need to be able to provide a portrait of the target market so that the strategy and creative teams can create a message and execution that resonates with the intended audience. Otherwise, how would any ad prompt people to buy that latest Apple product or eat more fruits and vegetables? One recent question we were tasked with was ‘who is your typical rural teen male?’ which was part of an overall effort focusing on rural teen males for a public health campaign. So, who is your typical rural teen male? I have a confession: I have no idea about rural teen... more
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While the Cat is Away, The Mice Will Play: E-Cigarette Advertising Runs Free... For Now

advertising research / behavioral research / health research / blog / youth
Let’s play a quick game. Let’s imagine you see commercial with an attractive young celebrity on TV holding a cigarette, saying it’s a “perfect puff every time,” enticing you to purchase these so you can look as cool as him or her. Cue another scene, you’re at the race track and you see cigarette brand sponsorships plastered on the cars and drivers. What decade am I thinking of? The 1960s? ‘70s? Actually, no, I’m thinking of this decade, right now. But instead of the traditional cigarette or cigarette brand, it’s the e-cigarette (or electronic cigarette) – a new product that’s spreading like wildfire. An e-cigarette is a battery-powered device that looks like a traditional cigarette, but does not contain tobacco or produce tar and carbon... more
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