YouthConnect. Understanding Young Consumers Globally. 12 to 29 year olds. A global youth research study across 20 markets

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Randolph Washington
5 years ago
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1 YouthConnect 12 to 29 year olds Understanding Young Consumers Globally A global youth research study across 20 markets

2 Youth account for 30% of world population 20% 0 to 11 years 30% 12 to 29 years 39% 30 to 60 years 11% 60+ years And, have an increased shopping power and purchase influence than ever before

3 Youth are emerging as an important consumer segment across categories

4 How well do you know the youth consumers?

5 How well do you know the youth consumers? YouthConnect 12 to 29 year olds A global research providing actionable insights on the youth

6 Youth Connect 2015: Covers 20 Key Markets Proposed Coverage (List of 20 markets will be fine-tuned based on interest shown from all the clients) USA Mexico Brazil UK Denmark France Italy Germany Spain Myanmar Cambodia Indonesia Thailand Australia Russia China India Japan South Africa Saudi Arabia Kenya Turkey

7 Across age groups and gender SAMPLE SIZE: per country 12 to to 19 Age Group 20 to to 29 METHODOLOGY: On-line interviews 800 sample for China, India, USA and 600 sample for other markets. Equal split of the sample amongst the age group and gender. USA to have minimum quota by ethnic group as well. Saudi Arabia, Kenya, Myanmar and Cambodia interviews would be through CAPI

8 Optimism Passions Values Insights Captured Media Information areas developed based on qual / desk research Brands ATO* (Activities, Tensions, Opinion) * ATO to cover topics like relationships, culture, education, food & beverage, health, shopping, technology, environment

9 Category Information Captured Beverages like sparkling drinks, juices, energy drinks, coffee etc. Adult products like beer, wine, cigarette, condom etc. (for the relevant age group) Food products like ice cream, chocolates, biscuits, breakfast cereals, etc. Personal care like shampoo, conditioner, perfume, deodorant, lipstick, sanitary napkin, face wash, etc. Tech Ownership like mobile, tablet, laptop, gaming console, music player, etc. Ownership and choice of payment method like cash, credit card, debit / prepaid card, online and by brands Visa, MasterCard, PayPal, etc. List of categories will be fine-tuned. This info would be useful while answering an ad-hoc request for a category. There is an option for clients to add rider questions in the survey

10 Youth Connect Global Segmentation Model Self Assured Rooted Achievers Eternal Optimists Confident Achievers Realists Progressives Dreamers Laggards Followers Self Conscious Illustration of proposed segmentation framework

11 Sample Output

12 Sample Output

13 Subscription and Deliverables Subscription Options Deliverables The subscription is based on number of market reports a client is interested in: 1 to 5 markets: USD 9,000 per market 6 to 10 markets: USD 8,100 per market 11 to 15 markets: USD 7,600 per market 15+ markets: USD 7,200 per market Individual Market Insight Report Individual Market Insight Report Global and Individual Market Insight Report Global and Individual Market Insight Report 50% invoiced on subscription 50% invoiced on report delivery

14 Project Plan 15% EARLY BIRD DISCOUNT: ON ORDERS BOOKED BY AUGUST 14, 2015 Data Analysis Reporting and Continuous Client Support Jul 15 Aug 15 Sep 15 Oct 15 Nov 15 Qual / Desk Research Questionnaire and Field Set-Up Data Collection

15 Optional Services (At additional cost) Online presentation of key findings to stakeholders Client specific rider questions (like brand image, consumption filters, etc.) to be finalized before August 14, Additional customer specific analyses at market, region or global level, including brand and category linkages.

16 TIMELY Findings by November 2015 GREAT VALUE Volume Discounts Youth Connect 12 to 29 year olds GLOBAL: Covers 20 markets in 2015 CUSTOMIZATION Add-on Question FLEXIBLE Choose Only The Markets You Need

17 Thank You! Youth Connect 12 to 29 year olds Contact for enquiries or questions: Asha Ganesan Sen Consulting Partner, Global Market Research

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