Understanding the
“New American Dreamer”

To better connect with the youth market, McDonald’s identified a new youth segment, the New American Dreamer. Through a combination of ethnographic interviews and social, we helped create their must and offer depth and guidance on trends, language, behavior and positioning.

We helped create their muse and offer depth and guidance

  • Upcoming trends

  • Language and terminology

  • Social behavior

  • Dining behavior

  • Positioning in relation to this new audience segment

Quantitative insights that drive product development

We helped to define McDonald’s youth market segmentation, allowing their creative teams to create campaigns
that worked.

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