Brand Research: Just Add Food, Music and Cigarette Smoke

College students are key drivers of trends. They fall in the low range of that uber-desirable 18-34 year old demographic. They are notoriously fickle and completely unimpressed by the "genius" of marketers like you and me.

So how do you not only engage those elusive young things in your brand but also have them help you shape it? Throw a party!

The January issue of Promo magazine says "College Drop-Ins" are really thinly-veiled focus groups. But with the promise of some cash for the hosts and free food for all, students are going for it. Party hosts get to throw a shindig with benefits, marketers gather valuable opinions and students leave with full bellies in exchange for their product preferences.

Simple enough. The article says more than 10,000 co-eds are currently serving as brand ambassadors at campuses across the country.

However, as with any other marketing endeavor, being upfront and honest is paramount to building trust with your audience. Feed them, probe them ... but tell them why they’re there.