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Mojo Ad Youth and Young Adult (YAYA©) Research Planning Models

YAYA Market© and YAYA Media© are Mojo Ad's proprietary models for tracking, researching and evaluating the changing lifestyles, habits, trends, media consumption, and technology choices of the ultra-savvy youth and young adult (18–24) market. The names, YAYA, YAYA Market and YAYA Media are owned by the Mojo Ad Agency at the Missouri School of Journalism

At the center of the primary research capabilities accessible to Mojo Ad for YAYA Market and YAYA Media insight is the Missouri School of Journalism Advertising Research Faculty, Masters and Doctoral students, Prime Lab, Reynolds Journalism Institute and Health Communication Research Center. Independently, each area of excellence represents the School's ongoing mission to be a leader in a wide variety communication-based insight. Collectively, they represent an unparalleled resource for communication innovation. This can assist you in developing tangible ways to achieve a competitive advantage and move from simplistic targeting to advanced communication insights that pinpoint clear, actionable solutions.

Rather than rely on small-sample research reports based partly on supposition, which are commonly available, YAYA Market and YAYA Media studies conducted by Mojo Ad and its resources offer reliable insight distinguished by:

  • Quality response rates;
  • In-depth interviews by trained research experts;
  • And Double- and triple-checks to assure accuracy.

The attention to detail and quality account in large part for the trust that the Missouri School of Journalism Advertising Department has established within the ranks of education, research, business and industry.

Among the types of custom YAYA studies we can conduct are:

Consumer, Media and Advertising Insight

  • Technology
  • New media trends and consumption
  • News, entertainment, and sports media
  • Content evaluation
  • Content and program scheduling
  • Program awareness
  • Effectiveness of advertising campaigns
  • Analysis of day part programming (daytime, primetime)

Proprietary Research


Our Problem Solving Approach

YAYA© Market and YAYA© Media proprietary studies can be custom designed to provide specific insights or to answer specific communication questions.

Projects are conducted as a partnership with the client; this allows the research team to use its skills most effectively. This lessens the chance of seeking information that is already available to the client or information that cannot be used.

Every project starts with the preparation of a proposal structured to identify the research objectives and the research techniques that are best suited. The proposal results from a detailed briefing by the client, which ultimately becomes the roadmap for the research project.

In addition to the data specified in the proposal, the finished report can include an analysis of the market environment, as identified by the research and, if necessary, recommendations on the precise marketing actions the clients should take.

Research Techniques

The Missouri School of Journalism uses a variety of qualitative, quantitative, cognitive, and emotional research techniques including:
  • Desk Research
  • Personal Interviewing
  • Online
  • Telephone
  • Mail Surveys
  • Focus Groups
The specific research services we offer include:
  • Market Measurement/Quantification
  • Product Positioning Research
  • Pricing Studies
  • New Product Strategies
  • Awareness and Attitude
  • Satisfaction Research
  • Benchmarking Surveys
  • Marketing Communication Studies
  • Concept Testing
  • Strategy Evaluation

YAYA© Market and YAYA© Media research offers a wide variety of benefits for business, strategic communication and marketing objectives:

  • YAYA Generation analyses
  • YAYA Gender analyses
  • YAYA Preference analyses
  • YAYA Ethnic and Cultural analyses
  • YAYA Alternative Lifestyle analyses
  • Strategic planning
  • Advertising messaging
  • New product development
  • Concept assessments
  • Target identification and selection
  • Brand identity, strategy, positioning and personality
  • Promotions
  • Modeling and forecasting
  • Segmentation
  • Customer retention
  • Customer satisfaction
  • Prospect identification and new customer acquisition
  • New business pitches
  • Data integration

We recognize how vital investments in strategic research and media planning are to marketers who wish to receive the highest possible return on their strategic communications objectives. We would like to become your trusted and valued communication partner.

If you would like more information about YAYA© Market and YAYA© Media consulting services, or if you would like for us to prepare a proposal for an independent study, please call us at (573) 882-4204. Alternatively, you can fill in our online inquiry form to include details of your requirements, which we will respond to immediately.

Related Missouri School of Journalism Links:

Advertising Faculty
Prime Lab
Reynolds Journalism institute
Health Communication Research Center