The old rules of demographics are vanishing, a new youth generation is ignoring all the rules. Brightenup believes that good old fashioned conventional research is no longer predicting the behaviour of youth, tweens, single females or any of those elusive audiences.

As a result, many of these markets are widely misunderstood and misrepresented. Focus groups and market surveys are valuable research tools, but they only give answers to the questions posed. They do not allow for the discovery of clues by closely watching people in their natural environment, with your company or that of your competitors. With this in mind, we created Brightening.

Brightening is a peer-to-peer-based research programme that investigates the trends in today's youth marketplace. The benefit of Brightening is that it generates authentic information conceived and initiated from the same source. This information enables us to make strategic judgments about the future. Then we can effectively anticipate and meet the needs of an increasingly demanding consumer, who distrusts the advertising world. However, this often involves taking risks, thus we need to ensure that such risks are calculated. This means being prepared and accurately anticipating what lies ahead and where Brightening is most beneficial.