How do you reach an emerging generation of young American consumers too jaded when it comes to traditional marketing approaches and too savvy for conventional research techniques?

Here at New American Dimensions, we have developed an entire toolkit of new research methods that openly embrace the devices of the multimedia age. They are designed for extracting relevant, salient, and honest consumer insights from today's wired generation. Below is a sampling of some of the ways we employ these techniques into our practice.

Edgy mun2 Campaign Gets Mixed Results from Young Latinos
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"New American Dimensions' study shows the dangers of using stereotypes in advertising. Less than half of respondents found new campaign by Hispanic channel mun2 to be funny. A majority found it to be "inappropriate."

Made in America II: Asian American Teens and Echo Boomers
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"Asian American Trendsetters"

It is a given that Urban Youth are at the forefront of generating specific trends in music, entertainment, fashion, and media. Within the subsets of popular culture, it is interesting to find that young Asian Americans are playing an influential role in generating tastes and interest with key trends that are readily embraced by mainstream America...

The Hmong - American Experience click to view (Quicktime required)

How much do you know about the "Hmong" culture? Do you know what this term means or have you mistakenly assumed "Mongolian" when someone has identified their ethnic background as "Hmong?" Aside from what seems to be a melting pot of Asian cultural themes- family values, rituals, and collectivistic societies- there is the unique lifestyle, religion, language, and cultural experiences of the Hmong people. New American Dimensions reveals in this video excerpt the real and unique challenges the Hmong people continually face in the U.S. with their cultural identity, lifestyles, and ultimately, identification as Hmong-American in a racially and ethnically diverse world.

New American Dimensions captures these challenges of Hmong people making the journey from their native land to the U.S., the challenges young Hmong-Americans face with communication gaps within their families, and the struggles of finding their own identity as a bi-cultural person in the world today. Aside from feeling "like a minority wherever they go," Hmong-Americans stand against the grain and preserve what is uniquely their own identity through the pride and knowledge of their cultural roots.

Salvadorans in Los Angeles click to view (Quicktime required)

Hispanic Youth 2005 click to view (Quicktime required)

The Russian Americans: A Portrait click to view (Quicktime required)

Russian immigrants have been an integral part of the American social and civic fabric for centuries. Do we know who the Russian Americans of the 21st century are? To better understand their culture, experiences, lifestyle and dreams we met with a number of Russians who have arrived in the United States with the last, post-Soviet, wave of Russian immigration. These are their stories.

Segmentation Study: El Mercado click to view (Quicktime required)

In partnering with ADVO, the largest target direct mail marketing company, and the Food Marketing Institute (FMI), New American Dimensions has created the definitive segmentation study for Hispanic grocery shopping habits, El Mercado. Recognizing the limitations of traditional segmentation models that are often based solely on acculturation, our study uncovered four distinct segments based on shopping habits and responsiveness to marketing. Presented by David Morse, President and CEO, at the 2004 Strategic Research Institute (SRI) Conference, this video directly captures the thoughts of Hispanic consumers and highlights the differences in shopping patterns within this constantly evolving market.

Reality TV Diaries® click to view (Quicktime required)

Reality TV Diaries® represent one of the newest approaches developed by New American Dimensions in capturing the attitudes and opinions of today's diverse youth demographic. By taking a day-in-the-life approach to consumer research--incorporating traditional elements of ethnography and contemporary sensibilities derived from reality television (today's favored genre)--these personal narratives captured on video offer marketers a rich, in-depth glimpse and profile of the multicultural lifestyles, aspirations and challenges experienced everyday by America's youth. Through this technique, marketing professionals become witness to how cultural identity is expressed and shaped --- how daily interactions, influences, products, brands, and media habits are incorporated into young people's lives.

Furthermore, by capturing young consumers in the comforts of their own surrounding -- unlike a controlled environment such as a focus group room -- it allows room for greater honesty and open communications -- a free, uninhibited flow of ideas and beliefs. With an eye towards representing the youth market accurately, Reality TV Diaries® deliver one of the best research opportunities for companies and their brands to comprehend today's diverse consumer demographic.

Youth Intercept Videos click to view (Quicktime required)

The Youth Intercept Video shows the colorful make-up of today's Youth demographic- faces of Puerto Rican, Filipino, Mexican, Indian, and Biracial Youth that speak out about their identity, their music choice, their language preference, and their different lifestyles. It provides a collage of young people's thoughts and opinions- what they like and dislike, what their values are, and more importantly, who they are...