C Byouth Presentation V4
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Transcript of C Byouth Presentation V4
© Colmar Brunton 2010 1
Striving for leadership in knowledge on youth culture in NZ
© Colmar Brunton 2010 2
Background
9 year veteran of youth research
Agencies, leading brands and SOE’s
© Colmar Brunton 2010 3
17% of the 18-24 group are ASIAN
19%
of
the
15-1
7
gro
up
are
M
aori
908,120 Kiwi’s aged 15 - 29
50
.5%
Male
4
9.5
Fem
ale
18-2
4
BIG
GES
T
SEG
MEN
T
48%
21%
15 –
17 y
ear
old
17% of the 18-24 group are ASIAN
19%
of
the
15-1
7
gro
up
are
M
aori
Census 2009 data
© Colmar Brunton 2010 4
Free stuff
© Colmar Brunton 2010 5
56%
17%15%13% 19+ hours
11-18 hours
Between 7 and 10
Less than 7 hours
90%
6%4%
43%
29%
28% 19+ hours
11-19 hours
Up to 10 hours
The shift in media doesn’t seem to come from Gen Y males tuning out of TV, it seems to be more about ‘media multi tasking’ – TV, internet, mobile
aren’t necessarily competing – they are just part of the mix
41%
40%
19%
55%
30%
15%19+ hours
11-19 hours
Up to 10 hours
65%
23%13%
Dad’s are moderate TV watchers
Sons claim to be watching TV
marginally less often
Teenage sons are spending
considerably more ‘play’ time
And around a third of Gen Y are playing on their mobile for 11 hours+ a week
Colmar Brunton’s Young Blokes and their Dad’s Survey 2010; Father’s of teenage sons (n=150); Teenage sons (n=150)
© Colmar Brunton 2010 6
Favourite ad…
Colmar Brunton’s Young Blokes and their Dad’s Survey 2010; Father’s of teenage sons (n=150); Teenage sons (n=150)
1
1
7%
11%
2 3 4 5
3% 3% 3% 3% 3%
2 3 4 5 6
5% 5% 4% 3% 3%
6
3%
© Colmar Brunton 2010 7
Light reading
© Colmar Brunton 2010 8
The not so free stuff
© Colmar Brunton 2010 9
QUAL……….CByouth Style
QUALCByouth
Style
© Colmar Brunton 2010 10
QUAL
PLAN
OUTPUTSWHO
DECISIONSUCCESS
EVOLVE
DOWNLOADMEANING
GO DEEPERSUCCESS
IMMERSE
5 CLIENTS8 AGENCY
2 RESEARCHERS
6 TARGETS1 WILD CARD
© Colmar Brunton 2010 11
QUANT
Current Flybuys and CBclique panel is good enough
Student Job Search partnership provides in excess of 100,000 students
Strongest youth research panel in the country
© Colmar Brunton 2010 12
DIFFERENT
Q-txt is Colmar Bruntons simple yet effective and economical research tool
It doesn’t get anymore GenY than this…
In situ feedback on in store display / experience or service experience
Immediate decision making information at POS or based on service experience
Fresh and
immediate –
results can
be acted on
quickly
Text based survey system designed to provide feedback and opinion in real time
© Colmar Brunton 2010 13
SUMMARY
CByouth is a unique department within the larger, older structure of Colmar Brunton.
It provides the breadth of Quant, the depth of Qual and a dedicated focus on youth issues and the environment that impacts on youth.
Sometimes we do things a little different because we can, sometimes we do things ‘old school’ because they work….most of the time we mash it up to get the best result for our client
© Colmar Brunton 2010 14
For further information please contact:
Spencer Willis, Director – Youth Insights
Colmar Brunton, a Millward Brown Company
@cbyouthnz
Mobile 021 455 297Phone (09) 919 9241 www.colmarbrunton.co.nz
© Colmar Brunton 2010 15
Important InformationMarket Research Society of New Zealand [MRSNZ] Code of Practice
Colmar Brunton practitioners are members of the MRSNZ are obliged to comply with the MRSNZ Code of Practice. A copy of the Code is available from the Executive Secretary or the Complaints Officer of the Society.
ConfidentialityReports and other records relevant to a Market Research project and provided by the Researcher shall normally be for use solely by the Client and the Client’s consultants or advisers.
Research InformationArticle 25 of the MRSNZ Code states:
a. The research technique and methods used in a Marketing Research project do not become the property of the Client, who has no exclusive right to their use.
b. Marketing research proposals, discussion papers and quotations, unless these have been paid for by the client, remain the property of the Researcher.
c. They must not be disclosed by the Client to any third party, other than to a consultant working for a Client on that project. In particular, they must not be used by the Client to influence proposals or cost quotations from other researchers.
Publication of a Research ProjectArticle 31 of the MRSNZ Code states:Where a client publishes any of the findings of a research project the client has a responsibility to ensure these are not misleading. The Researcher must be consulted and agree in advance to the form and content for publication. Where this does not happen the Researcher is entitled to:
d. Refuse permission for their name to be quoted in connection with the published findingse. Publish the appropriate details of the projectf. Correct any misleading aspects of the published presentation of the findings
Electronic CopiesElectronic copies of reports, presentations, proposals and other documents must not be altered or amended if that document is still identified as a Colmar Brunton document. The authorised original of all electronic copies and hard copies derived from these are held to be that retained by Colmar Brunton.