James Dean and Justin Bieber have one thing in common - they captured the imagination of young people in their generations by tapping into identity crisis. While identity crisis itself is not new, the nature of identity and its expression is changing. The need for studying identity has never been as critical as it is now, as alignment to this multi-faceted identity is guiding decisions today. We see this through how they talk about brands, how they align with causes and which videos go viral. However, studying identity presents its own set of challenges. In this paper, we discuss these challenges and the Selfie project as one of the solutions.
While a serious health issue, getting sunburnt is legal. In fact it's probably the least morally wrong of all issues facing teens in Australia today. This presentation is based on is a case study on how leveraging components of pop culture attractive to teens can not only produce a better research process but solid insights and strategic direction for youth focussed health campaigns.
The Middle East is one of the youngest regions in the world with about two thirds of the population under 25 years of age. Technology has brought winds of change to the Arab World and some would even say that in the preceding five years the Arab world has seen more change than in the fifty before it! Arab youth today are globally connected and able to express themselves like never before. In particular, tech-savvy trendsetting young individuals are breaking existing stereotypes in several unexpected ways and increasingly influencing future attitudes. Our paper presents a deep dive look at trendsetting youth in the Arabian Gulf and how they are driving change in society. We went beyond conventional research and generated insights thorough delivering a 'Live Consumer Experience' that would help marketers connect with these young consumers to create 'Engaging Marketing Strategies'
The question 'who am I?' is especially pertinent during adolescence. MTV Networks wants to understand identity construction among youngsters aged between 13-17 in a changing media landscape. The rise of social networks and other new internet applications supports online social interactions and conversations. Youngsters, especially pre-adults, are increasingly living their lives in a virtual context. Hence, the question - to what extent is the online identity of youngsters similar to their offline identity? How do they experiment with their identity and what role do brands and products have in the expression of their identities?
The internet, especially the social networking site - is emerging as a significant channel for the youth to communicate with each other and express themselves. This paper examines the setting up and administration of an online qualitative youth panel as a methodology for deeper insight into the minds of Indian youth. This panel of young respondents would act as co-researchers in this process, making use of 'reporting' techniques both offline and online. By weaving online with offline, the desire was to mirror the manner in which youth choose to connect and communicate in real life, thereby taking us deeper into their minds and lives than adults would normally be allowed. Once the panel is successfully established, the online component would be invaluable for a number of real-time inputs that marketers need. For instance, take the case of a new commercial on air- we could get responses to it the next day through a quick 'question of the day' on the site. This is in addition to obtaining deep insights into the lives and minds of youth today. Finally, this methodology provides the ideal situation 'triangulation' of information: the researcher and the research process itself informed by respondents on one side, and experts on the other.
Youth (defined as 16-25) in Latin America is both an actor and a target of change. At that age, they are either at school (High school or University) or entering the productive world. Not only are they consumers (and vectors of fads, new values, fashion, technology) they are also the leaders of tomorrow. 15, 20 years from now, they will impose their own agenda to the world. In this globalized world, a new player has emerged: China, now competing fully with Latin America for a share of the world market. Youngsters in China are now 300 million (27 Million in Mexico, 51 in Brazil), Chinese Youth historic frame of reference is post Deng xiao Ping. They are fully immersed in China's latest revolution: Consumerism. And (a major difference from other emerging markets such as Latin America) as they enter the consumer world they lack the expertise passed on by former generations: Cosmetic consumers in China cannot refer to their mothers or aunts for advice on how to use lipstick, because their mothers and aunts never used the product! So 16-25 Chinese youth have to invent everything from scratch, not re-invent as in Latin America. This paper will present a cross-cultural study involving selected Latin American countries (e.g. Mexico, Brazil) and China to measure values, attitudes and behaviours of 16-25 urban respondents in Mexico, Brazil, and China and its possible impact on manufacturers and Brand global strategies.
China's online population is on the brink of overtaking the United States as the largest in the world. Growing at six million users a month (10 times the pace of US internet growth), China's internet users, who are predominately of a young age, will constitute the world's largest internet market by the close of decade. This paper focuses on understanding the behavior and culture of China's young internet users, a driving influence on future internet developments in the Asian region and globally.
The paper looks at the importance of a strategic approach to understanding markets, and the constant relevance of youth culture as an indicator of the long term development and impact of trends, not just for themselves now, but for their coming adulthood.
This paper describes the psychographics of the Indian youth and child. The results are based on a study carried out in a sample size of over 8000 respondents across twenty centres in India. The findings can be used to study the shifts in values among youth and children. In addition marketers can use the data when positioning their products among various segments. A suitable communication strategy can then be designed to reach the appropriate target audience in an effective manner.
The Youth Hostel movement had become world-wide by the 1960âs. It had at this time a near monopoly of organised international Budget Youth Tourism, on the basis of providing simple accommodation without frills for travelling youth. At some time in the 70âs, there occurred a "sea-change" in the needs and attitudes of the young with regard to how, where and why they spent their recreational time away from home. Youth Hostels did not at first notice a gap was widening between their commendable social purposes with their old-fashioned image and the wishes of the young market they existed to serve. Market Research began to reveal this gap and the reasons for it. Between 1976 and 1989 a framework of the trends of change in Youth Tourism was built up with an indication of the strong and weak points of Youth Hostels. This paper illustrates the trends and their implications for Youth Hostels and describes some of the action taken.