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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’s online qualitative interviews have been enormously helpful to us during the concept testing phase of research. iModerate provides us with invaluable feedback from a nationally representative group of Americans within a very short time frame. Not only do we get this data quickly, but it is also high quality. iModerate’s moderators are skilled at asking questions that yield useful responses. iModerate reports provide information that’s more than interesting, it’s actionable.

Sara Bamossy, Senior Strategic Planner, Saatchi & Saatchi LA