What do the current fashion/trend/youth markets look like in North America, the UK and South Korea? That’s what Dr Martens asked us to explore. We built them a comprehensive and extensive map of 16-35 year olds in each market, covering who they are demographically, what their markers of identity are, what their media diaries and social lives look like, as well as how to spot them in a crowd, naturally. We worked alongside specialists in each of the markets, asking them to conduct research covering all pockets of local culture.

We illustrated everything important to youth culture in each market, from punky Kimchibillies, teen Night Riders and brand obsessed Dwenjangs in Korea, to urban dwelling Blingers, the coolest Geeks on the planet and Makeover Maniacs in the USA and the UK’s Yummy Parents and Gleeks.

In order to encourage use of the research by global teams who need a quick read on the findings, we created snapshot views of the data. We also provided the materials for a quant element to the project – to recruit and profile youth in the respective markets using Facebook. Finally we evidenced how influence works in each market, not only within the countries themselves (ie, how much influence do Design Junkies have on Metrosexuals?) but between the countries themselves (ie, are Fixie Riders in Korea influenced by Fixie Riders in USA?).

The project will be used by Dr Martens and their planning agency Goodstuff Communications as a hefty reference point for at least the next year’s planning and targeting, and hopefully we’ll be asked to do it all again in more markets!