Brands peek into the man cave

Researchers have gained new insights into the self-image and needs of young Irish males, writes Samantha McCaughren.

11th November, 2012
Brands peek into the man cave
Andy Pierce, head of planning, Mediavest: 'An awful lot of brands are looking for different ways to stand out.' Photo: Tony O'Shea

Brands have never been keener to get an insight into their consumers and a new research tool being used by Mediavest has returned some unexpected results about young men.

The 'millennial males' study threw up some surprising insights, including the fact that best friends feature more strongly in the Irish research compared with international studies, and that at least one in ten men are using fake tan.

"Two things are changing men's position in society,"...

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