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Understanding Young Consumers Globally A global youth research study across 20 markets Youth Connect 12 to 29 year olds
Understanding Young Consumers Globally
A global youth research study across 20 markets
YouthConnect12 to 29 year olds
Youth account for 30% of world population
39%30 to 60 years
20%0 to 11 years
30%12 to 29 years
11%60+ years
And, have an increased shopping power and purchase influence than ever before
Youth are emerging as an important consumer segment across categories
How well do you know the youth consumers?
How well do you know the youth consumers?
A global research providing actionable insights on the youth
YouthConnect12 to 29 year olds
Youth Connect 2015: Covers 20 Key Markets
MyanmarCambodiaIndonesiaThailandAustralia
USAMexicoBrazil
UKDenmarkFranceItalyGermanySpain
South AfricaSaudi ArabiaKenyaTurkey
Russia ChinaIndiaJapan
Proposed Coverage(List of 20 markets will be fine-tuned based on interest shown from all the clients)
Across age groups and gender
25 to 2920 to 24
Age Group
12 to 15 16 to 19SAMPLE SIZE:
600 – 800 per country
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
Insights Captured
Brands
PassionsOptimism
ATO*(Activities, Tensions, Opinion)
Media
Values
Information areas developed based on qual / desk research
* ATO to cover topics like relationships, culture, education, food & beverage, health, shopping, technology, environment
Category Information Captured
Food products like ice cream, chocolates, biscuits, breakfast cereals, etc.
Adult products like beer, wine, cigarette, condom etc.
(for the relevant age group)
Beverages like sparkling drinks, juices, energy drinks, coffee 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
Youth Connect Global Segmentation Model
DreamersRealists
Self Conscious
Self Assured
Confident Achievers
Rooted Achievers
Eternal Optimists
Progressives
Laggards Followers
Illustration of proposed segmentation framework
Sample Output
Sample Output
Subscription and Deliverables
Subscription Options Deliverables
1 to 5 markets: USD 9,000 per market
Individual Market Insight Report
6 to 10 markets: USD 8,100 per market
Individual Market Insight Report
11 to 15 markets: USD 7,600 per market
Global and Individual Market Insight Report
15+ markets: USD 7,200 per market
Global and Individual Market Insight Report
The subscription is based on number of market reports a client is interested in:
50% invoiced on subscription
50% invoiced on report delivery
Project Plan
Aug’15 Sep’15 Oct’15 Nov’15Jul’15
15%EARLY BIRD DISCOUNT:
ON ORDERS BOOKED BY AUGUST 14, 2015
Data Analysis
Qual / Desk Research
Data CollectionQuestionnaire and
Field Set-Up
Reporting and Continuous Client
Support …
Client specific rider questions (like brand image, consumption filters, etc.) to be finalized before August 14, 2015.
Optional Services (At additional cost)
Online presentation of key findings to stakeholders
Additional customer specific analyses at market, region or global level, including brand and category linkages.
FLEXIBLE Choose Only The
Markets You Need
TIMELY Findings by
November 2015
GLOBAL: Covers 20 markets in 2015
GREAT VALUE Volume
Discounts
CUSTOMIZATION Add-on Question
YouthConnect12 to 29 year olds
Contact for enquiries or questions:
Asha Ganesan SenConsulting Partner, Global Market ResearchEmail: [email protected]
Thank You!
YouthConnect12 to 29 year olds
