Today the teen market is a very desirable market segment since teenagers set trends and have high levels of disposable income.
Watch the following video, Part 1: Hunting for Cool, which demonstrates some of the research techniques used to identify what is cool to the various segments of teen culture.
https://www.pbs.org/wgbh/pages/frontline/video/flv/generic.html?s=frol02p70&continuous=1
How do marketers know what is "cool" for a particular segment? Explain your thoughts in detail.