About Decode and Decode +

Decode is a lifestyle research project focusing on two of the most sought after demographics in marketing 18-24's and 25-44's.

How much is the Irish youth market worth? How do Irish youth feel towards advertising and brands? What are their concerns and expectations?

The Decode consortium - Clear Channel Ireland together with 98FM, The Star, TV3 and Irish International OMD - wanted to answer these questions. So we commissioned quantitative and qualitative research from Amarach Consulting to find out.

And as the youth market begins to shrink, Decode + was launched to focus on the 'grown ups' the 25-44's