Syndicated Research

U.S. Subscription Overview

The U.S. TRU Subscription is a fully integrated, multi-faceted marketing-intelligence program. As the world’s most subscribed-to youth syndicated-research offering, it offers the preeminent vantage point from which to monitor and deeply understand the ever-changing terrain of teens and twenty-somethings.

Subscription Snapshot

Purpose: To offer our clients the deepest insights and thought leadership to help them succeed in today’s ultra-competitive youth market, by providing the most robust data through a continual tracking and segmentation of the U.S. teens and twenty-somethings.

Deliverables: A subscription provides three integrated deliverables that, together, provide a total solution for connecting with Millennials:

The TRU Study, the anchor of the program, is released twice yearly (Fall and Spring). It’s supplemented with three releases each year of TRU’s 3rd Wave: fast-turnaround graphical mini-studies on the most timely, pressing youth issues.
The TRU Presentation, an annual in-person thought-leadership presentation at your site
TRU View®, our twice-monthly emailed trend + insights report

Frequency: Two comprehensive releases during the year: A major wave in Fall and a comprehensive update in Spring; plus three special 3rd Wave releases throughout the year.

Sample Size and Composition: The TRU Study: 2,000 teens (12-19) + 2,000 twenty-somethings (21-29) each wave; total annual sample: 8,000 (4,000 teens + 4,000 twenty-somethings). Sample is nationally representative of the U.S. population in terms of age, gender, ethnicity and region. The 3rd Wave: ~1,000 each release (500 teens + 500 twenty-somethings).

Content: Lifestyles, attitudes, values, trends, media, products, and brand usage.

Tracking: The teen version of The TRU Study was launched in 1983; the twenty-something version in 2007.

Methodology: Fielded online; sample pre- and post-stratified to statistically balance to current Census data and projections. Pre-developmental and post-fielding qualitative research to inform questionnaire and analysis.

Proprietary Analyses: TRU Value Monitor™; TRU*Scores; Favorite Brand Meter™; TRU's Trend Arc™

Subscription Versions: Full Millennial Version (teens + twenty-somethings); also available: teen-only and twenty-something-only versions

Third-Party Data Access: Available through IMS, Telmar, New Age, and mTab
Extras: Proprietary Questions, Custom Tabulations, Consulting, Facilitated Brainstorming, Additional Presentations, Custom Analysis

Who Subscribes: More than 150 of the world's leading brands