Transcript Document

What is StreetWise?
It is a unique research product that aims to
identify, understand, analyse and segment
the youth market (14-24 years of age) in
order to give our clients on-the-pulse
insights that will inform marketing and
communication strategies for brand
development.
StreetWise is brought to you by
Impact-in-Perspective
Impact-in-Perspective offers clients products which
are innovative (Observision; Commap; Adtrack;
CAGI)
Multi-disciplined expertise (Team of researchers with
a wealth of experience and mutual focus on
innovation)
Impact-in-Perspective
The Team
Erik du Plessis
Jacqui Williamson
Christine Malone
Hendrik van Vuuren
Alana Muir
Bondo Ntuli
Why do we need StreetWise?
Social interaction is changing.
Marketing to the youth has become a real
challenge.
Eroded family life, technological advantage
and global citizenship has changed the face of
the StreetWise youth.
The American Dream, Apple Pie and traditional
values go nowhere towards explaining the
driving forces of our current youth market.
Why do we need StreetWise?
Globally
Higher stress levels and time constraints.
Increase in use of technology; computer ownership,
Internet usage and cell phone ownership to name a few
have increased connectivity between the youth and their
world.
Indications are that with the increasing use of
technology we will see a move towards more anti-social
behaviour.
In many instances they are being taught to be
"convenience junkies" because of their
parents/environment and traditional family values are
being eroded.
Reversal of roles (Internet and software are being led by
youth, while adults are still battling to grasp the basics
and this is likely to have far more influence on
determining the way things are done).
The youth also have more money.
Why do we need StreetWise?
South Africa specifically
Rate of change is much greater than it was 5 years
ago.(This is especially true in the case in South Africa the number of dynamics affecting exposure to the rest of
the world has and will continue to impact on the youth
and their values).
Affirmative action and multiracial society which is trying
to correct the wrongs of the past.
Relaxation of legal restrictions on society has led to the
influx of drugs, pornography and a resistance to
lawfulness.
Exposure to Internet has opened up the Global
community to South African youth, with as yet
unmeasured impact on social structures.
Why Do We Need StreetWise?
This has resulted in added pressure on
individuals, especially youth.
Now more than at any other time, the
youth are shaping the future.
What effect does this have on the youth;
and to what extent does it impact on how
one communicates to them and how we
position brands?
Why Do We Need To Understand This
Market?
We need to deepen our understanding of
how the youth think and what is important
to them in order to:
Enhance the relevance and effectiveness
of marketing communication
Identify marketing opportunities in the
form of unmet needs
Why Do We Need To Understand This
Market?
Strategic marketing and branding demands
insights into:
Values/attitudes/psychographics (set the tone for
communication)
Hobbies and interests (make it relevant so they become
involved)
Media exposure (how to reach them)
Advertising evaluation (what kind of adverts appeal and
why, and which set the trends)
Power of brands (what are the drivers behind specific
brands and why do they work)
Purchase power (what is your share of wallet)
Product usage (category spec.)
Role of trends/trend setting (helps your brand keep
pace in a rapidly changing market)
Why Do We Need To Understand This
Market?
“This market is continually
evolving and requires ongoing
monitoring.”
The Youth
Some examples of the diversity of the
youth market are depicted below.
Generation X
- some extracts from Ken Baugh on the various subcultures of Generation X.
“The Scene”
- a photo gallery which portrays a range of
different interests and activities of some of the youth.
“The Logs”
-illustrate the internet culture and language used. More
specifically it highlights the "openness" that this vehicle
allows.
Generation X:
The sub-cultures
Not all X'ers are alike, and within the
generation, there is extreme diversity.
Understanding Generations X sub-cultures is
important to those who wish to understand this
group.
Extreme X'ers
Underground X'ers
Digital X'ers
Slacker X'ers
Super X'ers
Urban X'ers
Source: A guide to understanding Generation X subcultures, by
Ken Baugh.
"The Scene"
Teens having fun
IRC Logs
<Zero-Phobia> im too sexy for my shirt....thats y i dont wear one
;p~~~~~~~~~~~~~`
;p~ = Pulling tounge. The greater the
length of tongue, the cheekier.
<FlaVour> OMG how cute is Candy_girl? *drooool*
<FlaVour> and she has a nice set of .... teeth too
* = Any words between stars indicates an
action.
<cyberphreak> Serenity, hey, while you're at your dictionary, look up the spelling
for the word "miss-soj-a-nistic"
The speed of getting your response out is
more important than spelling. If the word
is spelt phonetically then mispellings are
not corrected.
<Serenity> kewl beans
<Crayola> what do u think of a farm superhero theme for a dress up ball?
<Angua> CyberWolf :)))))))))))))))))))))))))))))))))))))))))))))))
Many phrases such as "kewl (cool) beans"
and lat3r (later) originated on IRC.
IRC is used as a sounding board for ideas.
:) = Smiling / Happy. The more ))) the
happier.
<CGVega> the devil is female right? I mean, where else would seduction come
from?!
<U_topi_A> im so stoned.....there seems to be like ....300 buttons on this
keybord....aaargg!!!
IRC is a mix of people. For an idea about
this mix, see the porfolios section.
<sunset_angell> Dolby: bung some gum into the hole and go to a dentist on
monday
All kinds of advice, from love and
romance to medical and dental is
dispensed by IRC'ers.
Topic of channel regarding a regular who passed away:
Memorial website for MorbidAngel --> www.icon.co.za/~eyal We love you Jen , Jen
may the angels carry u away into Gods hands - Jen you will always have that place
in our hearts -- Luv ya Jen ():)
IRC is used a a communication medium,
where friendships are formed. This
friendship is tested at times of difficulty,
such as death.
What is the purpose of this Study?
OUR OBJECTIVE IS TO BRING THE
YOUTH TO THE BOARDROOM
We need to understand the youth
market and what makes them tick.
What is the purpose of this Study?
More specifically, the study is designed to provide
a broad overview of the youth market and answers
to frequently asked questions by marketers and
communicating strategists, such as:What is the profile of this market?
Which brands do they use?
What is the demographic and psychographic profile of
this market?
What is their buying logic and the effect on share of wallet
across the various categories?
What are their needs?
What are the value systems in this market and how do they
impact on attitudes and behaviour?
Who sets the trends?
What’ s in and what’s not?
What drives these consumers?
How can they be reached?
What is StreetWise?
StreetWise is a process which utilises
integrated resources.
It is segmentation based.
It is syndicated.
Focus Groups &
In-depth Interviews
Qualitative - exploratory, explores dynamics,
uncovers the underlying drivers of attitudes and
behaviour.
Consideration has been given to sample criteria
- gender role defence and impression management.
Semi-urban areas (albeit limited)
Population groups that are different enough
from one another to allow for
widest possible range of responses e.g.: Private schools, Northern suburbs, Farming
communities, Arcaders, Afrikaans etc.
Focus Groups &
In-depth Interviews
- CAGI
- Information Gatherers
- Internet Chatrooms
- Techniques used will include:
Disposable camera
Bring-along-a-thing
Collage
Shopping bag
Role playing
Observision
Coffee shop groups
Focus Groups
&
In-depth Interviews
Youth Network
A youth panel to be recruited who are early
adopters and trend setters.
This vehicle will be used to develop
products/ideas.
Focus Groups
&
In-depth Interviews
Youth Network
Adtack
Adtrack
Adtrack will be used to identify communication which is
both liked/disliked by the youth.
Further research will be conducted (qualitative in nature)
to understand the dynamics driving responses
to communication.
Focus Groups
&
In-depth Interviews
Adtrack
Impact Theatre
Impact Theatre
Data Collection Tool
- Brand aesthetics
- Fashion forecasts
Youth Network
Focus Groups
&
In-depth Interviews
- Online discussion
Adtrack
groups
Youth Network
Internet Research
- Unstructured chatroom observation
- Moderated emails to explore questions
raised in discussion groups
Impact Theatre
- Easily reconvened groups
- Quantitative research/tracking tool
- Exposure to the global market,
no frontiers
Focus Groups &
In-depth Interviews
Adtrack
Adtrack
Impact Theatre
Youth Network
Internet Research
Teen/Adult Amps
Focus Groups &
In-depth Interviews
Youth Network
Quantitative Study
Adtrack
Adtrack
Impact Theatre
Impact Theatre
See next slide
Internet Research
Teen/Adult Amps
This will be used to evaluate the extent to
which attitudes and behavioural types are
common to different age groups.
In other words, this study will tell us:-
How market is divided up
How large each of these segments are
What motivates this market and how
they can effectively be reached.
Focus Groups &
In-depth Interviews
Youth Network
Quantitative Study
Internet Research
Adtrack
Adtrack
Impact Theatre
Impact Theatre
Teen/Adult Amps
Ongoing Tracking
Qualitative and Quantitative research
Specific parameters to be defined: benchmark and dipstick
Focus Groups &
In-depth Interviews
Youth Network
Internet Research
Adtrack
Adtrack
Quantitative Study
Teen/Adult Amps
Impact Theatre
Impact Theatre
Ongoing Tracking
The Research is Going To:
Understand
Measure
Monitor / Track
Predict
Sample Size and Structure
Sample Structure
14 - 24 years of age
LSM 6, 7 & 8 (irrespective of race)
National
Sample Size and Structure
Qualitative
There are a number of dynamics that we need to consider in
ensuring a representative sample. For this reason we have
included a significant number of group discussions and a
large number of in-depths in our sample structure.
Taking all the dynamics into account a total of 32 group
discussions and +-40 in-depth interviews will be conducted
in the major metropolitan and surrounding areas during the
course of the year, structured as follows:
Groups
In depths
Total
32
40
First Quarter
20
25
Second Quarter
4
5
Third Quarter
4
5
Fourth Quarter
4
5
Sample Size and Structure
The youth network / Information gatherers:
These representatives will be used to collect data from
within their peer group in order to help us 'see things‘
through the eyes of their generation.
It is envisaged that 20 candidates be selected (5 per age
category). These candidates will be rotated throughout the
year in order to protect against factors such as fatigue,
attrition and familiarisation.
The qualitative research will be used as a vehicle
for generating inputs for the quantitative
research.
Sample Size and Structure
Internet Research
Chatrooms; group discussions; and quantitative
adhoc studies. The following is a broad outline of the
proposed structure
10 hours of chatroom observation per month.
4 internet groups at the outset, followed by an additional
4 during the year.
Questionnaires: one per quarter at a sample size of 100
each.
Sample Size and Structure
Quantitative: Sample size and structure
Size 2400
Category specific information will be collected on a sample of
1200 respondents
Face-to-face interviews allowing for 4 age groups (600 per cell)
- 14/15 years - 16/17 years - 18/20 years - 21/24 years
The sample structure of the main quantitative study will be based
on the combined information obtained from AMPS and Teen AMPS.
Quota sampling procedure will be used. Nationally representative
of LSM 6-8, across all races.
Quotas would be imposed on age and race in order to ensure large
enough sample bases for analysis. Data will then be post-weighted
to restore correct population proportions. Sample selection using a
standard random walk method.
Outputs
The study is not just about information information is only powerful when it can be turned
into a strategic advantage to capture the market.
The information must be actionable and should
have a strong strategic focus.
Specific outputs include:
Quarterly reports
Access to security controlled website – updated
regularly
Multimedia presentation annually
Clip-on segmentation tool
Workshops
Strategic analysis (optional)
Outputs
StreetWise is syndicated and is available in
3 modules:
Module 1
Core report.
Module 2
Module 1 and is category specific.
(Putting your brand on the map).
Module 3
Modules 1 and 2 and includes a strategic analysis
specific to your category.
Analysis
Quantitative: Market classification / segmentation
We prefer not to prescribe a black box methodology upfront but
rather to determine the best approach on closer examination of
the data, once the key drivers in this market have been identified.
Our approach may include:
Cluster analysis to identify specific segments in the youth marketing
based on common needs, attitudes, buying logic, psychographics,
preferences etc.
Factor analysis to determine the extent to which similarities and/or
differences exist within this market by examining the continuums that
exist within the youth market.
For example the continuum of Brand Consciousness ranges from not aware of
brands/labels to very aware of brands / labels
The strength on which individuals load onto these different underlying
continuums are then used to group respondents with similar needs together.
Groups of respondents with similar needs are then further analysed to
determine differences in behaviour, allowing us to streamline our marketing
and communication efforts.
Analysis
The software that will be used for data analysis is
SPSS. In addition to the above, data analysis
techniques may include:Perceptual Mapping techniques, including Correspondence
analysis
Chi-Square significance testing
Multiple regression
CHAID
Discriminant Analysis
Any additional technique should they be required. (Neural
networking - predictive/forecast)
The output of this analysis will be interpreted in light
of the findings of the qualitative research.
How can this study benefit Your
Company?
Optimising the positioning of brands for/in
the youth market
Providing a framework for relevant and
meaningful communication
Providing insights for creative
Highlighting opportunities
How to realise the opportunities (how to
reach the youth and communicate to them)
WIZ KIDS
Relative Size
Relative Value
31%
R7.2Mil
RAVERS
28%
Gender:
Media Consumption:
PC Pro, PC Online,
Online publications,
.co.za
Preferred Books /
Favourite Authors:
Eddings, Tolkien,
Stevenson, Pratchett
Education:
Knowledgeable, Smart,
but does not necessarily
excel academically
Formal education
system does not address
their needs
Music:
Air Supply, Depeche
Mode, REM
GUYS /
DOLLS
17%
WIZ KIDS
31%
Value / Attitudes:
Non-conformist,
Family Values
discarded, Cynical,
Socially Isolated
prone to depression
JOCKS
14%
Technology
.6
Social
Isolation
.4
Hobbies / Interests:
Money, Technology,
Entrepreneurial, Chat
rooms, Select Clubs
Favourite Brands:
Coke, Camel,
Woolworths (Quality)
.2
-.0
WIZ KIDS
Predominantly male,
but not to exclusively
METAL
HEADS
10%
-.2
-.4
-.6
1
Sport
Performance
5 7 9 11 13
3
2
4
6
8
15 17 19 21 23
10 12 14 16 18 20 22
Specific Behaviour Drivers
RAVERS
STUDENTS
DO “A” AND “E” AND THE REST OF THE
ALPHABET
EXPERIMENTAL
ANDROGYNOUS
DOOF-DOOF MUSIC
OCCASION DRIVEN DRESS CODE
PARTY ANIMALS
METALHEADS
DRUG ABUSE
HEAVY METAL MUSIC
DEPRESSION IS FASHIONABLE
ROLE PLAYING GAMES
WEAR BLACK
COLLECTIVE CONSCIOUS-NESS
THERE IS NO GOD
ANDROGYNOUS
JOCKS
PRAGMATIC
UNIMAGINATIVE
PHYSICAL
EGO DRIVEN
SEXUALITY IS IMPORTANT
CLEARLY DEFINED GENDER ROLES
SPORT
MACHO - DIE MANNE
GUYS AND DOLLS
ENTITLED
OPTIMISTIC
BODY BEAUTIFUL
MATERIALISTIC
BRAND AWARE / CONSCIOUS
TREND SETTERS / EARLY ADOPTERS
Quality Control
Strict standard of fieldwork a laid down by SAMRA, RSSA and
ESOMAR.
Impact-in-Perspective cognisant of the fact that multi-million
Rand decisions are often made on the basis of research. We
believe that quality fieldwork is essential as it is the foundation
of good research. We therefore follow strict standards of
fieldwork laid down by SAMRA (South African Market Research
Association), RSSA (Research Suppliers of South Africa) and
ESOMAR (European Society for Market Research).
The fieldwork will be conducted by Impact Information, who
abides by the SAMRA Code of Conduct, as well as by the
additional standards of the RSSA.
Data quality will be ensured by the fieldwork supplier's
adherence to the RSSA standards.
Throughout the research the team of specialists involved will be
self-critical, scrutinise each other's work, challenge and finetune where necessary.
Finally ...
StreetWise is about:
Marketing to the youth
Bringing the youth to the boardroom
Understanding headspace in the youth
Positioning brands, tracking needs, creating
markets
Fast paced delivery of marketing intelligence
Innovative, multifaceted ways of researching
StreetWise delves beyond the upper layer
of thought…
Finally...
The aim is to provide marketers with
ongoing insight into who this market is
and how they can be reached, thus
assisting with the development of
marketing and communication of
brands.
Are your brands