Not all young people are the same. It sounds obvious but there are a number of organisations out there who treat young people as a single homogeneous group. We will never tire of explaining that there can be far more effective ways to group and understand young people – ways that go beyond demographics and bring to life far more meaningful groupings, contextualised within youth culture. Segmentation research can provide a map to help brands identify more compelling target groups and develop relevant marketing messages.
Beyond segmentation, our flagship product, The State of the Youth Nation, provides clients with an overview of UK youth trends and the market today. We can also help clients understand Millennials through online communities and more traditional methods of research.
We help clients demystify the decision-making decade (16-25). These crucial ten years shape the future opportunities, aspirations and preferences of young people. For any organisation to benefit from research with young people, they must spend time unpicking how they make personal decisions and independent choices.
Using advanced analytics, we can identify the information required to make a decision, the priorities involved in decision-making and how these trade-off against each other. At YouthSight we are also able to help clients understand how to influence decision-making as well as develop strategies that allow brands and organisations to be involved in the decision-making process.
At YouthSight we explain the complexity of youth decision-making and its relationship with brand affinity. We help clients understand the essence of their brand, the sentiment associated with it and the brand values that may or may not chime with Millennials and Gen Z.
We have a range of concept and proposition testing techniques that deliver preference as well as trade-off analysis to determine how people value different attributes (feature, function, benefits) that make up an individual product or service.
With over 70,000 fully profiled students on our panel, from over 400 institutions, we are the go-to agency to research the student market.
Brands on Campus is our student market insight methodology, enabling clients to gauge brand-appeal across a range of universities. An essential tool to evaluate the impact of Student Band Manager/Ambassador programmes or other targeted student marketing activity.
For many organisations, future success depends on meeting or beating corporate objectives for graduate recruitment. Whether these are about attracting the right level of diversity, appealing to the best and brightest or completely reviewing the ‘employer brand’ proposition, YouthSight has experience and is able to offer help. We frequently use primary research to help clients to evaluate and finesse their recruitment propositions, ensuring they are relevant and compelling for the target candidates. We also help professional bodies to develop their communications strategies by better understanding what motivates or discourages young people from pursuing careers in given businesses, professions or broad topic areas such as STEM.
Millennials are digital natives, using technology to express their identity and consume content in equal measures. At YouthSight we have invested in R&D to identify appropriate and reliable methodologies to monitor online behaviour. Our unique approaches focus on 16-24 year olds and include mobile device metering and the creation of dedicated social media monitoring panels.
Young people may see the world very differently to you and your colleagues. Bright Young Minds® co-creation taps into this youthful worldview and injects divergent thinking to your product or brand. Much like selecting the best candidate for a job, we involve the most creative, curious, well informed, connected, and brand aware Millennials to take part in our three stage co-creation process.
Bright Young Minds® as an innovation approach will take you on inspirational and collaborative journey that explores new possibilities for your brand.
Get in touch