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What are Generation Z like in Britain? Based on a Market Research Society Conference on the 25th January 2018 in London.

27-01-18
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Blog written by jake@jakepearce.com

This summary is based on a conference on the 25th January 2018 in London. The following organisations spoke, the purpose of this short piece is be a gateway for you to connect with the subject matter specialists so I’ve summarised my key take-outs so you can pursue as you need to.

  • Martin Oxley, Buzzback – The ABC’s of Generation Z
  • Jane Ostler, MD Media and Digital, Kantar Millward Brown, The new rules of engagement for advertising to Generation Z
  • Making it real:finding authenticity in modern products – Debbie Bray, founding partner hook research, Ben Marsden head of insight at Channnel 4, Ranja Mohyieldin,Senior Research Manager at Turner, Siobhan McMenemy, Research Manager BBC Radio 1, 1 Extra and the Asian network
  • Maxine Fox, MD, Giraffe insights and John Conlon, Turner Northern Europe – Kids and the screen:changing the channel
  • Dr Barbie Clarke, MD Family Kids and Youth, Magnus Thuvesson, IKEA – How IKEA puts kids at the centre of design
  • Emily Porton-Salmon,Project Director, Sign Salad – Beyond Boys and girls gender and gen z
  • Tom Woodnutt, Founder Feeling Mutual, Hugh Carling, Founder Live Minds – How Behavioural recruitment can inspire authentic youth research
  • Maeve O’Dwyer, Senior Consultant, Fresh Minds, Claudine Levy, Senior Associate freshminds – Harnessing Video to get under the skin of young teens
  • Neil Samson, Director, Opinion Leader, To sext or not to sext
  • Naomi Boal, Qualitative Researcher, 2CV, Mat Hickman, Science Learning, The Wellcome Trust – Engaging disadvantaged youths in STEM
  • Josephine Hansom,Director,Youthsight and Tatenda Musesengwa, Youthsight – Talking the Language of young people
  • Maria Volkenshtein,President,Validata – appealing to young Russians

1. The ABC’s of Gen Z

  • They are anxious – 85% claim to be overwhelmed, suicide is the no 2 cause of death
  • ‘Rather dead than lonely’ – they fear solitude
  • Fame – they value real people like ‘I am Malala’
  • Micro-clanning – they like to get into niche groups of niche groups
  • Saving the world – they see it as their responsibility to clean up the mess of their parents/grandparents
  • Privacy obsessed – it’s a dichotomy – they want to be online but want to be private
  • They don’t see technology as a big thing, it’s just there
  • Health hacking – they want to know about health but their focus is on efficacy vs naturalness
  • Foodie force – love food, Great British bake-off was the no1 programme in this group.

2. The new rules of engagement for advertising to Gen Z

  • Traditional advertising done really well works – provided it gives control and involvement
  • Music is particularly important for this generation and increases cognition
  • On-line is not as positive – interruption is the problem
  • The take-out is that brands must learn to produce long-form content – even movies that inform

3. Making it real

  • Authenticity seems to be important to every generation but it’s reached an ‘acute’ phase
  • What Gen Y watch is the same – top programmes Bake off, Strictly, Blue Planet, Love Island
  • But there’s a trend to hand over control to the audience – Stormzy produces multiple versions competitions to write better versions

4. Kids and the screen, making it real – for kids

  • Live TV still dominates viewing (1/3 of watching is live
  • 63% are still using the TV screen as the primary screen they use

5. How IKEA puts children at the centre of design

  • IKEA clearly understand co-creation, they run global competitions to get children to draw magic characters which they then turn into toys and lamps
  • With many children afraid of the dark, magic lamps from IKEA which turn on what you walk in or leave are particularly important

6. Beyond boys and girls gender and gen-z

  • Trans- gender is a ‘thing’ for Gen Z and Gen Y, for Gen Z, they accept it and see it as ‘normal’, if you want to dress part girl part boy, then that’s just the same in their eyes as expressing yourself using clothes
  • The analogy a Gen X friend of mine made was as follows, for Gen X, they accepted homosexuality as not a big deal compared to their parents – that’s the Gen Z view of gender

7. How behavioural recruitment can inspire authentic youth research

  • They presented some research on research which showed that qualitative researchers see recruitment as in crisis, with respondents lying and not being as interested
  • Liveminds use Facebook to recruit truly authentic clients and the result is 47% more data is produced because they are new to research, they can check that they fit the behavioural criteria (using Facebook) and there are no repeat researched out people

8. Harnessing video to get under the skin of today’s teens

  • They showed how using video could be used in new ways for example ‘respondents’ interviewing respondents
  • They showed that using video produced richer answers than typing up q’aires

9. To sext or not to sext

  • 13% of young women have taken a topless photo and 3% a naked one, this is probably an underclaim
  • ‘For girls, you are a slut if you do and frigid if you don’t’
  • The issue is about educating re the impact of this behaviour and thinking ahead

10. Engaging disadvantaged youths in STEM (I could not attend this fully)

  • Use frameworks versus discussion guides – let the conversation flow, let them set the agenda
  • Ensure they see you as not judging, or a teacher or policing them

11. Talking the Language of young people

  • Original approaches to recruitment – so tinder inspired ‘swiping’ of favourite characters
  • They showed that making research interesting got much better data – using divergent thinking for questions and video – video got an average of 85 words per question, typing 18
  • The emoji is emerging as a ‘new universal’ language 95% of humans have used it and 75% of emoji’s are positive

12.Appealing to young Gen Z Russians

  • Moved from children being a stage to them being respected in their own right
  • Parents are now friends
  • Moved from being a tough rebel to easy, going positivity
  • Was about meeting the norms of society – now about being happy
  • Was about being persistent to succeed now it’s about enjoyment
  • Freedom is a mixed blessing – it carries the frustration of too many choices
  • Future was foreseeable now it’s vague, you have to live in the moment.

References : https://www.mrs.org.uk/event/conferences/kids-and-youth-research

 Martin Oxley, key note speaker https://www.linkedin.com/in/martin-oxley-3b73813/

w.linkedin.com/in/martin-oxley-3b73813/

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