YouthSight introduces Bright Young Minds: a new research profiling tool for co-creation with young people

Posted on 14th April 2012 by Youth


YouthSight, the specialist student and youth insight agency (formerly OpinionPanel) have devised a new research tool based on their unique panel of 115,000 young people aged 16-28.  The tool, called Bright Young Minds, has been developed specifically for people involved in new product development (NPD) and innovation, in particular researchers, marketers, brand specialists, designers and policy makers.

Based on collaborative work with academics from the London School of Economics and the Nottingham Business School together with in-house researchers, Bright Young Minds uses a unique profiling system that segments the best and the brightest students and young people into the following groups (incidence in the 16-28 student and youth population in brackets):

Connecteds (13%)

Creatives (12%)

Curious Minds (17%)

Market Mavens (12%)

Civic Activist (8%)

Insight Tool

Project Director, Melanie Cohen explained that, “Bright Young Minds can be accessed for research purposes by anyone looking to engage with the young, creative and connected people that drive successful and growing brands or to tap into the ideation potential of young people and to utilize their ideas for other target markets.”  Cohen added, “It is an ideal tool for researchers involved in qualitative or quantitative research, large scale ideation, new product development and innovation.  Many of our customers will be looking for help with concept testing and concept evaluation”.

In YouthSight’s tests the ‘Creatives’ group massively outscored other demographically matched respondents in terms of openness, idea generation fluency, rarity, and originality, while the ‘Connected’ group significantly outscored their control group peers in terms of independent on-line assessment tools such as Twitalyzer and TwitterGrader.

Category Opinion Leadership

In addition to identifying the Creative and other segments, Bright Young Minds uses an innovative process to identify opinion leaders.  These characteristics can be overlaid on top of the core BYM segments to identify, for example, young, highly creative and highly influential gamers.

YouthSight managing director, Ben Marks commented, “In building Bright Young Minds we had a great starting point in the OpinionPanel Community – the largest and best recruited youth and student panel in the UK.  By using a carefully constructed segmentation system based on verified scales and the latest thinking in idea generation, we have been able to create a tool that is perfect for anyone who wants to work with the best and the brightest to develop ideas and understand the buzz.”  Marks added, “For some time, it’s not been acceptable for marketing departments to just sell what the R&D guys make.  The best organisations ensure that consumers have a say in product and service design from inception.  However it’s not always easy to find the kind of customers who are capable of helping.  If you’re working on complex design questions you need to be able to reach bright, creative people to consult with right from the start.  With Bright Young Minds, finding the right people for researchers and designers to work with has just become a lot easier.”

YouthSight have already worked successfully with Premier Foods in the early stage development of a new range of Mr Kipling’s cakes. The case study is available here

The first batch of 15,000 profiled Bright Young Minds are available for researchers to access now.

Clients already include Premier Foods.

See recent press on Mr Web here and Research Live here.

Related Posts

YS At Millennial 2020 – Counting Down ’50 Of The Biggest Trends...

25th April 2017

YouthSight will be exhibiting and speaking at the Millennial 2020 summit this year. With summits in London, New York and Singapore, M2020 is...

POSTED INEvents, News

YS In The Press: YMCA Reports On Young People’s Experiences Of Appren...

13th April 2017

As the biggest youth charity in the world, YMCA came to us to conduct research with past apprentices, to identify ways to increase the appea...

POSTED INNews, Press

We’re Supporting &more – The New Home For Young Researcher...

23rd March 2017

Given YouthSight is all about Millennials and market research, we couldn’t think of a better industry group to support than &more - th...

POSTED INNews, Press

Open Britain – Poll on Students and Brexit Regret...

11th March 2017

Open Britain commissioned YouthSight to conduct a poll of UK students to see how they voted in the EU referendum, determine levels of regre...

POSTED INNews, Opinion, Press, Student Vote

Is the prospectus dead?...

30th November 2016

YouthSight’s Andréanne Orsier (Associate Director, Higher Education research) was invited to speak at the University Market Insight Confe...

POSTED INEvents, News

BBC Radio 4, The Bottom Line with YouthSight director Josephine Hansom...

4th November 2016

Evan Davis hosts panel discussion on The Youth Market with three industry insiders; Josephine Hansom from YouthSight, Philip O'Ferrall, Seni...

UNITE STUDENTS’ MAJOR NEW REPORT ON STUDENT RESILIENCE...

31st August 2016

Unite Students is the UK’s leading operator of purpose built student accommodation, providing a home for over 46,000 students in 138 prope...

POSTED INEvents, News, Press

Video: How Do EU Students Feel Post Brexit?...

1st July 2016

Brexit delivered a huge shock to the UK's 124,000 EU students. They've received reassurances, but we wanted to learn how they are actuall...