Chicago Tribune: Jeremy Gutsche On ROHTO's 'Cool/Not Cool' Survey
Gutsche describes how the survey “confused `mainstream popularity’ with `cool’” and provides reasons as to why the results of this particular survey may not be accurate.
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Implications - Consumers are looking for media portrayals to let them know what is trendy or not. Certain types of publications that feature this topic are appealing to consumers who look towards them as a way of identifying themselves. Companies trying to stay on the cutting edge could focus on this when creating their products.