Con-demned Youth

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We were invited by the Market Research Society to present a paper based on our 'Con-demned youth?' study, at this year's annual conference

The MRS annual conference took place on 20th-21st March at London's Grange Tower Bridge.

What: A fascinating piece of social insight as featured in a recent edition of Marketing Week.

Why: To discover what 18-24's are really like and how a changing socio-economic climate and increased class polarisation impacts on what they buy now and in the future.

How: We surveyed 1,000 18-24 year olds using a mix of both quantitative and qualitative research techniques. We utilised our in-house panel, Panelbase, and engaged respondents via online micro communities, photo diaries and filmed face to face interviews.

The Results: The young people we surveyed fit into 5 distinct segments or clusters - ‘Go Getters’, ‘Passive Massive’, ‘Cotton Wool Kids’, ‘Shundergrads’ and ‘Minimum Rage’ and what we discovered about them was fascinating.

  • Many are rejecting a degree and choosing a vocational path instead
  • Most have aspirations
  • Some are very ambitious
  • There's no longer one set of brands that are everyday and aspirational for all

Our paper can be found here.

If you'd like to discuss the results of this research in more depth and discover how it may be useful for you, then please do get in touch.