R2=.57

R2=.74

R2=.62

InSites Consulting Brand Model tested by path analysis

Methodology

• Global research community of 6 consecutive weeks

• Field: mid April – early June 2011

• 150 recruited urban Millennials aged 18-29

• Living in 15 different cities around the globe (5 continents)

• 61actively posting, 1,330 posts

• Recruited via panel brokers, MTV Sticky panel & holycool.net

Using innovator-gatekeeper scales & tracking leisure time activities, sports and online behaviour & devices owned

From insights to brand positioning