The reason this report has generated such a buzz is because it was written by 15-year-old intern Matthew Robson. It was published on the front page of The Financial Times, which is going to do his CV the world of good, and I expect his mates who took work experience placements at the local cattery or leisure centre are kicking themselves now.
However, surely I’m not the only one surprised at how much of a tizz all these fund managers and CEOs have gotten themselves into over these ‘revelations’, which proved to be “one of the clearest and most thought-provoking insights [they] have seen.” Good grief. Anyone would think that they’d been presented with a map to Atlantis.
The simple fact is, they wanted to know the media habits of kids, so they asked one. Why this episode has proved to be so illuminating is beyond me. Had they not considered asking young people – the people more or less responsible for what’s hot and what’s not in Web 2.0 – for their thoughts before? Apparently, unbelievably, not.
Right, they declared in the boardroom.
The youth of today, they’re the ones in touch with up to the minute developments in technology. They’re the ones utilising all these social media networks that we’ve heard so much about. As the next generation, they will largely shape the future of this company. If only there was some way to find out what they actually like and don’t like.
The focus group leader bangs his fist on the table and mops his aching brow.
Think, think, THINK! How can we find out about the media habits of young people today?
And then Matthew walks past carrying a tray of tea and all these highly paid media analysts look at each other as the penny drops.
Good Lord! They exclaim. We’ve a young person right here! Let’s see if he has any suggestions for getting hold of this information…
Quite an impressive array of awards, have Morgan Stanley. Not so hot on common sense though.