Ludoviko, The LATeen Project
Syndicated Study on Teenagers in Latin America
It is a roving study that follows teenagers in the most important aspects of their lives.
It observes, understands, appropriates and communicates the constants and changes in teens’ lives, therefore enabling a brand to better understand and interact with its consumers in a very direct and practical manner.
Ludoviko, The LATeen Project is a first-of-its-kind study in Latin America covering the teenage segment and the best way to get an in-depth, fresh and different look at every possible aspects of Teens!
Contact
Daniela Buenfil
T. +52 55 5250-0069
F. +52 55 5203-8230
We approach teenagers with a 360 degree focus that allows us to enter the different aspects of their lives.
6 countries in the region
WHO? The two faces of Teens
Recently graduated from childhood. Embarking on a whole new life experience: becoming Teenagers and therefore officially leaving childhood behind.
- Jr. Teen Sr. Teen • School age 13 to 15
On the verge of graduating from teenage years. Embarking on a whole new life experience: leaving the teenage phase behind and approaching legal age.
- Sr. Teen • School age 16 to 18
The topics (general)
My screens: mobile phone, computer, TV. My idols. My loves and hates. My fun. My brands and my media consumption. My close relationships (family, friends, boyfriend or girlfriend...) My technology. Pester Power (Influence on purchasing at home) My country and I. My present and my future. My day to day and non- routine life. My meals (food and drink) My money. My time. My fashion (clothing, footwear, accessories) My personal appearance. My real and virtual spaces…
Phase 1 Anthropological. Discovering
In order to get to know and understand teenagers, we enter their lives using ethnographic methods based on 24 physical presence sessions, in which we will share their moments at school and home, with their families and friends, at parties, playing sports and doing every activity possible.
Phase 2 Quantitative. Sizing
The second phase is quantitative and allows us to measure the most important findings of phase 1 by country, age group and gender.
We interviewed 4,700 teenagers in the region using a 40-minute questionnaire in a house to house survey covering three socioeconomic grades: Low, Medium and High.
Phase 3 Online. Complementing
The project is kept up-to-date through an Online Forum using a Microsite platform to make direct contact with young ambassadors representing each country with whom we discuss the poignant matters of their world and who help us validate our views.
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