Portrait: Ypulse

Market researchers focus is helping brands get a handle on youth culture


Who Jake Katz, general manager; Dan Coates, president

What Youth market research firm

Where New York offices

Dan Coates, president of Ypulse, is the first to admit that probing the lives and habits of tweens for marketing purposes is a “big, big field of land mines.” The youth news and research firm, whose top three clients are Macy’s, MTV and Teach for America, still manages to get inside the heads of 8- to 12-year-olds, though, and can tell you this: Tweens are even more dependent on mobile technology than their predecessors. And as children of the recession, they’ve been raised on the idea of value and the need to prepare for an increasingly competitive world. No wonder they’re also seen as a group that’s “getting older younger.”

View more from Adweek's Tween Issue