Presenter Name, Title With Max Valiquette and Mike Farrell

Presenter Name, Title
With Max Valiquette and Mike Farrell
what is youthography
• youth market research,strategy and
fulfillment
• plenty of research (quant and qual)
– we “put youth at the epicenter”
– national on-line surveys
• more and more fulfillment
– “money where mouth is” factor
contents
•
•
•
•
•
demographics
psychographics
what youth value
emerging trends (stats and insight)
tips when conducting research with
youth
• case study
sources
• qualitative and quantitative research
– regular online surveying of young Canadians
– focus and immersion groups
• our youth community of 11,000+
• PING
– current trends and related stats
• Stats Can
– will refer to periodically
demographics
max@youthography.com
demographics
• The 10-29 year old population divides into
four equal five year cohorts
• 53% of this group will live in either Ontario
or BC within 10 years (as opposed to 49%
now)
• 80% of them come from families with only
1-2 children at home
• 60% of mothers work out of the home
• 67% of unmarried 20-24 year olds live at
home
current population
Statistics Canada, Population 2002
The 10-29 year old population divides
Age
M&F
into four equal five year cohorts
…and as a group is larger
than the
number
next important demographic
10-14 grouping2,103,672
M&F
% of total population
6.72
15-19
2,086,707
6.67
20-24
2,115,743
6.76
25-29
2,115,824
6.76
10-29
8,421,946
26.9
demographics
• population growth slowing
• immigration accounts for almost one fifth
of work force
• 87% high school completion rate
• 1 in 2 young people (20-24) attending
post secondary school
• more students working PT and taking
longer to graduate
psychographics
max@youthography.com
psychographics
many youth ‘values’ actually have their
root in demographics…
• fewer siblings at home means a greater
reliance on friends
• single parent households means greater
self-reliance
• six-pocket syndrome means less reliance
on part time jobs
•
psychographics
• young girls are literally growing up
earlier
• there is a prolonged “pre-adult period”
• greater number of immigrants leading
to much more diverse and colour blind
young culture
impact?
• some responsibilities earlier, but full
responsibilities later
• they have more money to spend on
fashion, food and fun than any
generation before them
• save to spend mentality
- some saving, but short-term (so far)
youth profile
• Psychographic trending with youth in
Canada continues to show a group
that puts a high priority on:
– Responsibility (to self and to society)
– Balance
– Individuality
youth profile
Simply rate each of the following concepts, ideas or values in terms of their
importance to YOUR LIFE.
n=869
Internal National Study / Fall 2002 / 13-24 year olds
Topbox results
1-5 scale
Being loyal to your friends
92.8%
Keeping your word
91.7%
Showing courtesy to others
90.3%
Getting formally educated
89.9%
Developing new skills
88.4%
Exploring new places
86.3%
Planning for your financial future
83%
Finding things out for yourself
80.6%
Expressing your individuality
76.9%
Being creative
73.5%
youth profile
Simply rate each of the following concepts, ideas or values in terms of their
importance to YOUR LIFE.
n=869
Internal National Study / Fall 2002 / 13-24 year olds
Topbox results
1-5 scale
Being popular
24.4%
Being known for the friends you hang out with
18.4%
Being really famous
17.6%
Risking life and limb
12.4%
Getting drunk
7.1%
Getting high or stoned
4.4%
youth profile
“How would you describe yourself as a consumer? Let us know how much you
How would
youordescribe
a consumer?
Let us know how
agree
disagree yourself
with eachas
of the
following statements.”
much you agree or disagree with each of the following statements.”
n = 836
Ping National Study (16-29 year olds)
Summer 2003
Top box
results
Value and Functionality
Getting value for my money is the most important thing
63.6%
I worry a lot about finances
54.8%
I like to research things before I buy them
51.6%
I’m very practical in the things I buy
50.7%
Individuality
What I wear says a lot about the kind of person I am
Style is very important to me
44.3%
43.4%
youth profile
• Always reassuring to see this trending
• Considered by many to be a “hope
generation”
• They want to change things:
– Focus on individual expression and creativity
– Diversity of opinion and experience essential to
this culture
– Adbusters movement
– A sense of being accountable
youth profile
• Intensely aware of their world but not
overwhelmed by it
• The late nineties focus on “everything fast,
everything new” is becoming progressively
balanced by a meaningful sense of
responsibility and pragmatism
youth trends
right now
max@youthography.com
this is a high-churn group
they’re moving! The only constant is
change…
• …so rather than looking at fads, we try to
look at trends
• The best way to connect isn’t to segment
them into tribes or try to catch the latest
thing, but to understand their values.
what they value
•
•
•
•
•
•
Communication
Relationships
Information
Diversity
Empowerment
And what sews it all
together…Technology
youth trends right now
• “Rehumanization”
– the big trend
• “Transition”
– seen obviously in the two most important
youth “industries” – technology and
entertainment – but also in terms of key
values
rehumanization
• What is it?
– raw and visceral approach to life and culture
• What does it look like?
– Traditional touchstones being revitalized
– “more flesh to the metal”
– Personal connection being added to regular rituals
• Where does it come from?
– Backlash against over-reliance on technology
– Sept. 11, war, economic crisis, millennial angst
– Time to get back in touch with ourselves / our culture
rehumanization
• Examples…
–
–
–
–
–
–
–
–
retro fashions (from the 80’s and even the 50’s)
rock and f#%ing roll
Serif fonts, ink and more traditional media
Retro team jerseys and pond hockey
Filmed comics, massively popular ‘old’ genres
“natural” food, comfort food, old-school drinks
DIY
House parties / salon culture
• What is it not?
– A rejection of technology or modernity
• What is it?
transition
– A sense that we are between developments or in the
midst of developing
– Chiefly seen in entertainment and technology arenas
but also evidenced strongly in values matrix
• What does it look like?
– Experimentation
– A desire to wait for, or work for, the right thing
• Where does it come from?
– A complete paradigm shift in the way entertainment is
consumed (and a sense that it is still shifting)
– Formats and functionalities that haven’t been settled
upon; something new every day
– Changing culture to suit their worldview
transition
• Young people using many different gadgets
and technologies…
–
–
–
–
–
–
–
–
–
–
Music & software, now movies and TV on your PC
Content (here and forthcoming) on your cell phone
VOD, digital cable, personal dishes for your TV
ESPN Motion
Web radio
The MP3 or the MP4?
The iPod
128 Megs, or 256, or expandable…
PCs with CDs/DVDs/CD burners/DVD burners
The all-in-one device
• What is it not?
– A reason to stagnate
transition
transition
From the list below, please select all items that you have downloaded from the
Internet in the last 3 months.
n = 836
Ping National Study (16-29 year olds) / Summer 2003
I do not download media to my computer
12.2%
MP3s (and other music files)
70.6%
Pictures (any photos or graphics)
51.1%
Games
42.1%
Movie Trailers
29.8%
Music Videos
29.2%
Software
28.9%
Movies (complete movies)
25.8%
Books (text or audio)
18.1%
TV Shows (complete programs)
16.9%
Essays
12.9%
Pornographic Content
12.6%
TV Commercials
7.9%
transition
transition
Simply rate each of the following concepts, ideas or values in terms of their
importance to YOUR LIFE.
n=869
Internal National Study / Fall 2002 / 13-24 year olds
Topbox results
1-5 scale
Getting formally married
69.5%
- vs.Having a lifelong partner
78.6%
Going to church, synagogue or mosque
28.3%
- vs.Finding your own religion / defining your own spirituality
40.9%
what we are seeing
what we are seeing
MUSIC
– Rock And Roll Is Still Ruling!
– The Art Scene and the Music
Scene – Together Again
– Hip Hop Still Mega On The Charts
– But We Need Something New
– More focus on traditional
songwriting
– To download or not to download
impact
MUSIC
– Get involved with LIVE music
– Try to find opportunities on a local (maybe
even niche) level
– Use relevant music: meaning RAW,
VISCERAL and LIVE (not esoteric)
– Don’t be scared of downloading…it is here
to stay
impact
n = 1143
Ping National Study (16-29 year olds) / Fall 2003
In a typical week, how often would you say you download
music from the Internet?
I don’t download music
31.7%
Less than 5 songs a week
40.7%
5-10 songs a week
16.7%
10-20 songs a week
6.5%
20-40 songs a week
2.8%
40+ songs a week
1.7%
In a typical month, how many CDs would you say you
purchase?
I don’t buy music
20.6%
Less than 1 a month
53.6%
what we are seeing
FOOD & BEVERAGES
– Young people wanting healthier options
– Diversity, diversity, diversity
• Food and travel programming increasingly popular
• Food as entertainment
– Rise in prominence of DIY home
entertaining, comfort foods and
“hunker-down for the evening”
restaurants/bars
impact
FOOD & BEVERAGES
– More demand for healthy alternatives
• Subs, ramen, less fried options, bottled water
and juices
– Retreat from “would you like fries with that?” meals
– Rise in what we call “alternivores” due to more
awareness of issues such as:
• Anti-globalization
• Environment
• Diet and obesity
impact
In your mind, which of the following is the quick service (“fast
food”) restaurant you visit the most?
n = 1143
Ping National Study (16-29 year olds) / Fall 2003
Subway
23%
McDonalds
19.2%
Tim Horton’s
17.8%
Wendy’s
7.6%
A&W
3.8%
Pita Pit / Extreme Pita
3.5%
Burger King
3.3%
what we are seeing
FASHION
– Retro Anything
• Mod / punk / metal…
– DIY culture in full effect
•
•
•
•
•
Raw and visceral….a la current cultural aesthetic
Making your own
Retro-fitting “made” items to suit your style
Supporting shops that do (“pre-loved”)
Vintage etc.
– Significant move away from certain big brands
• To local boutiques, indie labels or making of
“your own brand pastiche”
impact
FASHION
– Rejection of big brands
• Moving to the mainstream
• 30 – 40% say no-name, vintage or
independent labels instead bigger clothing
brands
– Co-promo with the influential indie
• Brand equity enhancers
• Attract a new niche-based but increasingly
influential young customer
• Modernize a more traditional brand
– Fashion cues are quite often a
harbinger of larger cultural change…
impact
In the night time when going out with friends (party, clubbing,
dinner, etc.) I tend to wear:
n = 836
Ping National Study (16-29 year olds) / Summer 2003
I don’t wear brand name clothing
35.8%
No name / vintage / used
4.5%
GAP
4.1%
Le Chateau
3.8%
Tommy Hilfiger
3.0%
Jacob
2.9%
American Eagle Outfitters
1.8%
Miscellaneous less mentioned brands
27.6%
tips when conducting
research with youth
max@youthography.com
5 qualitative research tips
1. There’s a massive difference between under
12 year olds and 13+. With under 12s:
–
–
–
need 2 moderators
consider splitting gender
go easy on sugar!
2. Give participants something to do
–
–
–
draw picture
present ideas
exercises / case study
5 qualitative research tips
3. Environment is “Queen”
–
–
natural setting
keep them comfy
4. Moderator is “King”
–
–
–
doesn’t have to be young in age but must speak their
language…
…although age is about how you look
must be dynamic enough to capture attention
5 qualitative research tips
5. Get them online
–
–
–
–
comfortable medium
great for brainstorming
can probe variety of areas over period of time
cost effective
5 quantitative research tips
1. Go Online
–
–
–
–
easier to reach
less costly than RDD and other methods
convenient
better!
2. Go Online
– same self-selection risks as traditional research
– It’s where they are and how they want to do it
– using variety of databases ensures representative
sample
5 quantitative research tips
3. Use Multiple Databases/Partners
–
–
many diverse databases available
consider criteria and select appropriate fielding
partners to simplify recruiting
4. But Make Sure No Marketing
–
–
–
opt in only
youth will watch for marketing
integrity of the database is critical to success of
online research
5 quantitative research tips
5. Use it to its full power
–
–
–
–
–
In addition to forced choice and verbatim fields, you
can use online research to conduct ad and concept
testing
“moderator-free”
JPGs
sound
video
1 big tip
1. Youth research needs to be constant
– Not like adults: trends and fads change
quickly, and reactions are fast, too
– Expectation of many clients (“what’s big right
now?”)
– Especially important in generating relevant
execution, which exists within the consumers’
life more and more
– It helps getting things approved!
what makes a great
youth brand ?
max@youthography.com
trend progression
• One of the best ways to launch a brand is
to keep it steeped in ‘edge’ culture…make
sure that trend-setting young people actually
like your product and the brand can filter to
the mainstream
Key Influencers
(maybe 1% of the youth
population)
trend
progr
ession
Near Influencers
(maybe 3-5 % of the youth
tr e n
dp
pop)
rog
res
sion
First Adopters
(at most 15% of the youth
pop)
trend
progression
Mainstream
(the other 80 – 85% of
the world)
Key Influencers never directly influence the mainstream but are the only group to
affect Near Influencers…and can sometimes have an effect on First Adopters, too
how can you tell if your brand
will do well with young
people?
• Is it youthful?
• Is it authentic?
• Is it empowering?
• Is it novel?
• Is it current?
max@youthography.com
Solo Music Series
How Research Informed An Execution
1. Consulting
•
•
Have had an established working partnership
with Bell Mobility for 3 years
Asked to provide POV on 2003 student initiatives
2. Quantitative Research
•
•
Conducted survey to determine any
significant themes that resonate with typical
young cell consumer
Music very relevant and a fit with current cell
users and potential new customers
Solo Music Series
How Research Informed An Execution
3. Qualitative Research
•
•
•
•
Concept of a music series fielded to our regular
online advisory panel of twelve 13-19 year olds
in Ontario
Panel validated this concept
Panel provided additional insight and tweaks
Informed overall pitch…
To Market...
Series Objectives
• Take the Solo/Bell Mobility beyond
mass communications
• Offer their young customers (current
and potential) direct interaction
• Demonstrate understanding of “who
they are”
• Help to dispel notions of Bell being ‘not
for me’
• Engage youth where they are, as they
want it
• Offer real and relevant experience
what it looks like
• Live concerts across Ontario
• On campus, in-club AND all-ages events
• Linked website with reviews, pics and
registration
• Two issues of authentic “fanzine”
• Premiums that this group will use
• Cool buttons and shirts they will wear
• Charitable element incorporated
throughout
• Kids Help Phone
• George Herman House
What research brought to Solo
Regular youth market research provided
• Impetus for the program: quant
• Idea: strong sense of the market and what they like
(from continued, regular research)
• Confirmation of the idea: panel
• Nuts and bolts: panel, youth community
• A relationship with a client that was open, ready and
informed (yay!)
But we digress..
Any questions?
max@youthography.com