GfK, a European custom marketing research company, conducted atwo-year, two-part study to determine the new trends in Europeanyouth and culture—what matters to European teenagers, and lowsinternational marketers should approach them. Exploratory researchform of focus groups watt conducted first to identify issues thatare salient to European youths the issues in focus groups werequantified by conducting a descriptive longitudinal survey. Thesurvey was conducted in two parts spanning 16 different Europeancountries, including Denmark, Norway, Sweden, the United Kingdom;Germany, Italy, Spain, and France, among others. In each country,four groups of respondents were selected; 14-16-year-old girls,14-16-year-old boys, 17-20-year-old girls, and 17-20-year-old boys.A descriptive survey was designed and administered in personal,face-to-face settings. Given the European youth culture, it wasfelt that the teens would feel more comfortable and be able toprovide more candid responses in a personal setting. A total of 523young people participated. Two years later, the same people werecontacted in 9 of the 16 countries, with a total of 305 peopleparticipating. The results showed that tastes and opinions ofteenagers in Europe have been changing dramatically over the pastfew years and particularly during the last two years. It wasdiscovered that European teen;; did not trust big companies. Theconcept of home included not only the family and actual homedwelling, but a sense of belonging and community, especially withfriends. It is a symbol of coziness and warmth. The European teensdid not see their families much during the week. Instead, friendsfilled this home function. Finally, they did put a lot of stock ina brand that has been around for a long time, feeling that if thebrand has proven its existence over time, it must be good andworth; of its long stay. The results proved very beneficial forMcDonald's (www.mcdonalds.com) in developing their inter nationaladvertising aimed at this market. McDonald's new campaign did notfocus on its big-company' status but localized its advertising tomake it seem to be the local hamburger hangout joint for teens.Meeting up with friends at the local McDonald's made the McDonald's"home." It appeared to fun, and the teens wanted to be there.Additionally, McDonald's focused on the longevity and stability ofthe brand. It will always be around as a fun place where teens canhang out with their friends anti have fun for a low price. Thecampaign resulted in increased mark- share in the lucrativeEuropean teenage market. As of 2009, McDonald's derived more than35 percent of its total sales froth Europe.
-1-What is the rationale behind choosing a descriptivelongitudinal survey which lasted two years?
2-What have been changed in GfK panel over time?
3--Why the exploratory research was conducted before thedescriptive longitudinal survey?
4--How McDonald’s benefited from GfK’s findings?
