Cool Kids

I thought the film about the merchants of cool was pretty interesting. I guess I never realized how much advertisers/products strive to be cool. What I found most surprising were the focus groups of "cool kids." I know focus groups exist, but I guess I always assumed that something marketed to a teen would simply get focus groups of teens, not "cool" teens. It made me wonder how advertisers even recognize/find the "cool" kids. Are they really the "cool" kids? Or are they just the kids that sport the latest trends and are easily recognizable to the researchers? Or are these kids the same? bahh I don't know?