Now Available: The Summer 2011 Cassandra Report

The Intelligence Group’s quarterly syndicated research study, The Cassandra Report, has been a critical decision-making tool for more than 15 years for companies, brands and organizations who are seeking to engage today’s hard-to-reach young audiences. The report affords a unique look into emerging trends in popular culture and what you need to know about how young people live, think and act today.

For this edition, we surveyed more than 1,000 18-45-year-old moms and also utilized our Cassandra Speaks online community for qualitative research. The result is an engaging profile of the modern mom, her emerging attitudes and preferences, as well as the qualities that differentiate her from her Baby Boomer predecessors. 

• You’ll learn about new homeMAKERS – a resurgence of both working and stay-at-home moms who embrace traditional skills and put a modern spin on the idea of domesticity. These moms feel empowered by their ability to do, fix, and create and live by the mantra “good is good enough.”
• We discovered that technology is playing an even more important role in today’s Family unIT than most would imagine, with apps and tech gadgets providing a necessary utility for moms, but complicating family time as children and spouses retreat to individual screens. The implications for marketers are critical.
• And, as moms continue to seek out their own approach among a vast array of child-rearing methods, the report provides a comprehensive guide to the Parenting Styles that every marketer should know.

In addition to analyzing the new modern mom (and dad), the front of this issue reveals the current trends and social movements affecting Gen Y consumers overall. We examine their need for INTELLIGENT TASTE, or more personal and intuitive recommendations from brands and content providers based on individual taste profiles. Also, you’ll learn how Ys have developed a digital SIXTH SENSE to make sense of the world around them, utilizing search, mobile applications and the Web to help provide a guidebook for life. And, in reaction to their overwhelmingly interactive surroundings, many Ys are seeking a CULTURE OF CALM in which introspection, daydreaming, and letting one’s mind wander are viewed as meaningful endeavors.

For more information about subscribing to The Cassandra Report, as well as all of The Intelligence Group’s services, please contact Allison Arling at aarling@intelg.com.