Success of the campaign, long term strategy of the brand or content marketing all stand on the base of perfect knowledge of the target group. We present this year’s BoomLab 2.0 research. It scanned Czechs and Moravians through and through and found out what not event the tested maybe knew. How do they watch media? Who from media attracts them? How do they spend free time and what in life is important for them? Don’t shoot unfocused shots, data is there for you.