Involving Gen Yers from 15 cities around the world to understand why something is cool.

2. R2=.57
R2=.62
R2=.74
InSites Consulting Brand Model tested by path analysis

4. Methodology
• Global research community of 6 consecutive weeks
• Field: mid April – early June 2011
• 150 recruited urban Millennials aged 18-29
• Living in 15 different cities around the globe (5 continents)
• 61actively posting, 1,330 posts
• Recruited via panel brokers, MTV Sticky panel & holycool.net
Using innovator-gatekeeper scales & tracking leisure time activities,
sports and online behaviour & devices owned

65. From insights to brand positioning