From Dream to Reality With Buzz Marketing Group

Client: The National Association of Recording Merchandisers (and the general public)

Goal: Provide the latest information about tween/teen trends and interests.

Plan: Survey BuzzSpotters about their spending habits, interests and preferences with added questions about music for NARM.

Challenge: Buzz Marketing group conducts a comprehensive annual survey of the BuzzSpotters called the Buzz On Teens Study.  For the 2010 survey, NARM requested more information about teens and music purchases.

The Work: Over 1,300 teens were surveyed for the music portion of the Buzz on Teens Study.  “The survey was specifically for teenagers, so we could not include some of our young adult BuzzSpotters. Some of our BuzzSpotters are as old as 30 because they have information some of our clients are looking for, but for this survey, we stuck to teenagers,” said Adrianne Washington, vice president of Operations.  Company founder, Tina Wells conducted an online seminar about the music findings for NARM members.  An in-person presentation featuring teen BuzzSpotters is scheduled for this spring.  Buzz Marketing Group typically charges thousands (sometimes 10’s of thousands) of dollars for each of their services (a focus group, a survey, etc), but some information is available free of charge. Wells recently tweeted a link to the March 2010 report entitled “What’s Hot with Teens.”  Washington offered the reasoning for releasing such important data for free. “We like to let people know that we’re here and remind them of the quality and depth of our work.”