Youth EquiTrend allows clients to take a closer look at how well their brand captures the attention of youth, and to see how well brand equity already developed with the adult population translates to younger consumers. The study asks 8-24 year olds to rate between 121 and 167 brands on several key elements of brand equity including familiarity, quality and purchase consideration. Youth EquiTrend is a complement to Harris Interactive's EquiTrend study, which has been tracking consumers' awareness and perception of brands for over 20 years. Youth EquiTrend is a cost effective way to keep a pulse on your brand, and to continue to gauge change in brand strength in the future.

What does Youth EquiTrend measure?

• Equity: The keystone of the Youth EquiTrend product that provides an understanding of a brand's overall strength. Equity is a composite score based on brand familiarity, quality and purchase consideration.
• Emotional Connection: The gut reaction that consumers experience when they think about a brand.
• Brand Advocacy: A compilation of two questions measuring the frequency of speaking well or poorly about a brand's products or services. 

Brand categories included in 2012 Youth EquiTrend include:

The Youth EquiTrend study is fielded within our YouthPulse study, which is Harris Interactive's comprehensive annual study of America's youth, ages 8-24 - peering into many aspects of what it is like to be a tween, teen or young adult today. The YouthPulse report provides a complete view of young consumers beginning with insight into the importance of the size of their population, their income and spending, and their influence on others. It also provides a look at how technology fits into their lives, what they buy, who they hang around with, what music they listen to, what sports they play, amongst a range of other topics.

Clients who purchase the YouthPulse or Youth EquiTrend products benefit from Harris Interactive's youth experts and their long-standing commitment and experience conducting research among today's youth. In fact, over the past decade, Harris Interactive's youth experts have conducted more than one million interviews with members of Generation Y and post-Millennials, and have provided insights to youth marketers on nearly every issue impacting today's youth.