Dunkin' Donuts has found that more creativity than ever is required to truly understand today's youth and get inside their mindset. This session will share some of the unique techniques the brand has successfully used to better understand young adults. From diary studies to multi-media "take us along with you" methods to spontaneous man-on-the-street encounters, we will share some of our most effective and fun ways of gathering insights with this important demographic group.

• New ways of thinking about talking to young adults. Success depends upon looking at the world through the right lens, and then acting accordingly.
• Several creative new ways to consider mining the youth market for trends and insights.
• Ideas for dusting off older insights techniques and updating them to better work with today's youth.

Rebecca Zogbi, Manager, Consumer & Brand Insights, Dunkin' Brands, Inc.

Technophiles and Vidiots: The obsessions, possessions and excesses of media and technology in the life of today's youth.

We'll examine the myths and realties of media-centric and technophile kids, including tweens and teens. This session will identify their connections and loyalties with the media they consume, and the technologies they're using most frequently. It will be an all-encompassing presentation with both a qualitative perspective and quantitative data on advertising, entertainment, and media. Specifically, we'll be looking at the brands that achieve traction, the media and programming that is top-of-mind, and the characters and technology they're most connected to.

Jacqueline Lane , Director of Teen Research and Mary McIlrath, Ph.D, Vice President,C&R Research

Capturing Today's Youth

From social networks to virtual worlds to podcasts, today's youth surround themselves with new technologies challenging marketers to break through the clutter with effectively packaged messages. What are the best ways to reach the 13 - 34 year old demographic? What do we know now that will help us prepare for the future media landscape? Are there current trends pointing to how this demographic consumes certain types of content? CNET Networks Entertainment, along with Starcom MediaVest Group conducted research to determine how 13 - 34 year old consumers re-act to and engage with all of the digital information they are encountering. CNET Networks Entertainment will reveal the key findings of the research and provide tips on how to reach and empower them using their language and their preferred medium.

Anne Claudio, Director, Research and Sales Development, Entertainment, CNET Networks Entertainment

The MeWe Generation - Tomorrow's Adults

How do young people in different parts of the world look upon life, work, society, consumption and media? Which mega trends span across continents and which trends are culturally specific? Today's youth live in an increasingly globalized world, but young people differ, just like older generations, between countries and continents. That is the conclusion of the new survey  "Youth in a Global Context", conducted by Kairos Future, an international futures research and strategy firm headquartered in Stockholm. The study included over 17,000 youth and more than 5,000 adults in 17 countries, including the US, Europe, China, Japan and India. The aim of the survey is to provide companies, authorities and organizations with strategic information concerning future consumers, employees and citizens. If you really want to understand the direction youth trends are heading, join us to uncover the underlying cultural patterns and long-term shifts in values and attitudes among teenagers and young adults around the world.

Mats Lindgren, PhD, founder and CEO, Kairos Future Group

Trends and Perceptions Among Children and Teens

With the influence today's youth has on a fast changing market, marketers need a way to track attitudes, brand awareness, and upcoming trends. KidZone will offer insight into the opinions of children ages 0-17, and track what is hot and what is not among kids.

• Changes in children and teen behavior and attitudes towards brands change extremely quickly
• This study quickly measures those changes and tracks the direction they are headed
• Find out what activities today's youth are involved in, and how they see the state of our country
• Ensure that you stay ahead of any new attitudes and capitalize on changing behavior

Randall Hula, VP, Client Service, Decision Analyst

What's Old is New: Re-introducing a Brand to a New Generation of Consumers

Classic Rock is enjoying a resurgence in popularity among younger consumers today. EMI Music, home to legendary artist brands such as The Beatles & The Rolling Stones, is at the forefront of capitalizing the appeal of these classic artists across multiple generations of consumers. Learn about the marketing techniques and research insights EMI uses to reach lifelong fans as well as create new ones with each artist release. Marketing case studies from Dean Martin, The Rolling Stones, Bob Seger and Pat Benatar will be examined in order to gain a better understanding of why mature brands are seeing a revival in the current marketplace as well as how to maximize this opportunity.

Lynne Leger, VP, Strategic Marketing & Consumer Insights, EMI

Jayne Charneski, VP, Consumer Insights & Strategy, EMI

Today's Youth, Tomorrow.

This session is from a futurist's point of view and will evaluate today's youth and explore how they will shape the future. It will help you visualize where your consumers are going so you will be able to better anticipate their needs and wants. Insights into youth's generational personality; insights into emerging likes and differences among youth internationally and insights into the future today's youth will create will all be shared.

Amy J. Oberg, Futurist, Kimberly Clark Corporation

Networking Break