Generate Announces New Market Research Division

. April 5, 2009 . 0 Comments

Generate (www.generatela.com), the cross-platform production and management company, today announced it has established a new market research division, Generate Insight, as it continues to grow and diversify its entertainment and production offerings. Generate Insight, which is run by new hire and senior vice president Janis Gaudelli, collects and analyzes proprietary data sourced directly from a community of “Insighters” who Gaudelli has personally recruited and developed relationships with over many years, beginning when she oversaw Teen People’s Trendspotter network. The division will produce custom research initiatives help brands and companies interested in engaging the Millennial demographic, in addition to supporting Generate projects across the company.

“Generate was founded with a mission to understand the Millennial audience and develop content that suits their unique worldview and consumption habits by being quickly adaptable and able to move across mediums,” said Jordan Levin, CEO. “Bringing Janis in and creating the Generate Insight division is a big plus because it enables us to better achieve that mission – and help others share in our understanding – while simultaneously adding depth to our senior management team and broadening our capabilities for brands, advertisers, studios and networks.”

Generate Insight’s network of 7,500 Insighters, comprised of tweens, teens, young adults and moms, is nurtured and sourced in real time through the high-touch relationships Janis has with the community, distinguishing it from those of other research firms. The majority of Insighters are hyper-connected tastemakers that are at the vanguard of what’s new and compelling. Generate Insight’s directly derived findings – both quantitative and qualitative – will be customized and focused on immediately actionable data points for clients across industries.

Gaudelli began work with this community of Millennials at Teen People, where she oversaw its Trendspotter network and grew it by 50 percent within a year. After the magazine folded, Janis maintained her close connections with the Trendspotter network as an independent youth culture and trends consultant to companies including Warner Bros, Reebok, Saatchi & Saatchi, General Mills and Lucky magazine. Her relationships are the foundation of the Generate Insight network. In addition to her research, Gaudelli is a mentor to teens, serving on numerous youth mentoring boards and assisting in the creation of progressive educational initiatives.

“Generate is the perfect place for me to bring together my passion for youth culture, longstanding relationships with influencers and significant research experience to inform both content and brands who are eager to engage Millennials,” said Gaudelli. “Keeping up with and truly listening to what this generation is saying and feeling is crucial to developing successful entertainment properties and marketing campaigns alike.”

Generate’s senior executive team has an established track record of understanding and creating content for Millennials; as former CEO of The WB, Levin was part of the founding executive team responsible for defining series that established the network’s distinctly youthful brand such as Dawson’s Creek, Gilmore Girls, Buffy the Vampire Slayer and 7th Heaven. During that time he worked with Gaudelli and the Teen People Trendspotter network. Generate’s recent Millennial-focused productions include political Web satire Republicrats for MSN and dark Web comedy Pink: The Series, which is a Webby nominee and a Streamy award winner.

Generate Insight will tap the Insighters community to produce a monthly “Pulse report” snapshot of trends and themes impacting the Millennial generation. The first Monthly Insighters report, to be released in time for Earth Day, will focus on how Millennials think about the environment and green issues, as well as how they respond to brands going green.

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