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Conferences

Kids & Youth Research 2018

Kids & Youth Research 2018

Engage, empower and inspire generation Z

Thursday 25 January 2018

Date
  • Thursday, 25 January 2018

Overview

If you haven’t checked your Instagram account, shared your snapchat story or posed for a selfie today then you may not be as close to your young audience as you need to be. Generation Z are about to enter the workforce but do we understand what makes this new group of consumers tick?

Kids & Youth Research 2018 will reveal what’s going on for young people; giving a feel for what it really means to be part of generation Z and helping you to tap into the latest youth trends.

Take-aways:

· Get familiar with the new rules of engagement for generation Z

· Realise the importance of realness and authenticity to a young audience

· Understand how to respond to the changing cultural context of gender

· Hear how to engage young people in social action

· Gain a complete overview of kids media habits across multiple platforms

Discover:

· How co-creating with children can lead to excellent product development

· How to research sensitive topics with young people and their parents

· The difference video can make to young people during research

· How behavioural recruitment can deliver more authentic research outputs

· Innovative methodologies that lead to better engagement and deeper insights.




CPD 6



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    09.10 Registration & coffee


    09.40 Opening comments from the Chair

    Nicki Karet, Managing Director, Sherbert Research


    09.50 The ABCs of generation Z

    Buzzback and Faith popcorn uncover eight truths about Gen Z in this scene-setting session:They are permanently connected to their mobile devices but they are ready to disconnect too. With their constant connectivity, human bonding can be elusive. They can be lonely and anxious. They are destined to have a deep societal impact and are looking for brands with purpose. ‘Storytelling’ is not enough for them - ‘storydoing’ is where it is at.

    Martin Oxley, Managing Director, BuzzBack


    10.10 The new rules of engagement for advertising to Gen Z

    Generation Z (16-19 year olds) is the first generation to have grown up with a smartphone. AdReaction: Engaging Gen X, Y andZ – is the first global study to reveal Gen Z’s behaviours, attitudes and responses to advertising. Over 7,000 16-19 year olds in 39 markets were surveyed delivering insights into what kind of ads and formats are most effective. Hear how the research is helpingmarketers and agencies to understand the new rules of engagement as well as having a wider impact on the advertising industry.

    Jane Ostler, MD Media & Digital, Kantar Millward Brown


    10.30 PANEL Making it real: finding authenticity in modern media products

    There is an increasing appetite for entities (brands, products, people) that seem ‘real’ among teens. The teen audience can identify ‘real’ when they see it - from the genuine personality of Scarlett Moffatt to the emotional resonance of Love Island – and now expect authenticity from talent and content. In this curated discussion we discuss how media owners can produce content that resonates across tone and format; and determine whether we can use learnings from new entrants like Love Island to unpack what ‘real’ content should look like in 2018.

    Chair: Debbie Bray, Founding Partner, Hook Research

    Panellists:

    Ben Marsden, Head of Audience Research & Insight, C4

    Ranja Mohyieldin, Senior Research Manager, Kids – Turner

    Siobhan McMenemy, Research Manager - BBC Radio 1, 1Xtra, Asian Network

    11.00 Morning refreshments & networking


    11.30 Kids & the screen: Changing the channel

    Kids have more choice than ever in how and what they watch. With more devices and platforms competing for attention, brands are working across a range of data points and individual measurement systems to understand their audience.Giraffe Insights will share findings from their latest research initiative exploring the viewing habits of kids aged 2-9 years, across both linear TV and online video platforms. The research gives insight in to the role of live TV and the ‘viewing ritual’ and provides other learnings about content consumption that are significant for this age group. Turner will explore the importance of the research findings for its own brands – from its TV channels, to the wider 360 ecosystem of digital and other touchpoints across which fans engage.

    Maxine Fox, Managing Director, Giraffe Insights

    John Conlon, Senior Director Data & Consumer Insights Northern Europe, Turner Broadcasting


    11.50 How IKEA puts children at the centre of design

    Children’s IKEA, launched 20 years ago, takes children and their lives very seriously. The IKEA Play Report has interviewed almost 30,000 children to discover what play means to them and their families. More recently IKEA has set up the IKEA Kids’ Advisory Panel which includes face-to-face work, ‘store tours’ using go-pro cameras, and an ethnographic app which allows children to talk about their lives.This session examines the methodology used and how the findings are fed into the 80-strong Children’s IKEA team delivering products using co-creation between children and the team.

    Dr Barbie Clarke, Managing Director, Family Kids & Youth

    Magnus Thuvesson, Project Leader, Children’s IKEA


    12.10 Beyond boys and girls: gender and gen-Z

    They’ve been referred to as the ‘Transgeneration’ – Transgender, Transracial, Transglobal, Transeconomical. Increasingly, one of the big themes we have to contend with as researchers in kids, youth and family insight is that of gender. Gen Z have a very different perspective to gender compared with their parents and grandparents.This session uses semiotic and cultural insight to address the changing cultural context of gender. It identifies the key shifts in the discourse surrounding questions of gender identity and offer insight on where culture is heading with some best practice examples of brands that are engaging in this area most meaningfully.

    Emily Porter-Salmon, Project Director – Commercial Semiotics, Sign Salad


    12.30 PANEL: The role of research in protecting & empowering young people online

    Kids' safety online has become the hot topic in the press and for policy makers, as parents' concerns about a range of issues have surfaced.  Smartphone addiction, social media exploitation, inappropriate video content, online bullying, predatory behaviour and young people's perceptions of what's fake and what's not are on the government's radar too.  As they explore options for their internet safety strategy - "ensuring Britain is the safest place in the world to be online" - we consider the role of research in informing the public debate around children and the internet.  Can commercial research play a part?  What are the most effective routes to policy makers and opinion formers?  And how can researchers ensure robust and accurate insights are publicised for the best benefit of their clients, parents and society as a whole?

    Chair: Greg Childs, Director, The Children’s Media Foundation

    Panellists:

    Lesley Salem, Senior Research Director, Razor Research

    Nick Richardson, Managing Director, Kids Insights

    Dr Barbie Clarke, Managing Director, Family Kids & Youth

    13.00 Lunch & networking


    14.00 How behavioural recruitment can inspire authentic youth research

    Behavioural recruitment represents a new way to access young people who are completely fresh to research. It works by targeting invites at people based on what they do online, rather than just what they tell you. This approach was used by the Box Plus Network to find real fans of pop music and followers of niche channels. This session demonstrates how social media can be leveraged to recruit young people, explores the methodology used to uncover young people’s attitudes to music video plus shares findings on the need-states that drive young people’s love of music video.

    Tom Woodnutt, Founder, Feeling Mutual

    Hugh Carling, Founder, Liveminds


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

    How do we get closer to 16 year olds to help us better target and communicate with this age group? This is the challenge BPP set out to answer in partnership with FreshMinds. Inspired by the way that teens communicate with each other, they designed an online community with video at its heart.
    Choosing video over text, both as a means of engaging respondents and as a way for them to share their views, yielded an incredible response. Over just 7 days, the teens uploaded 180 videos and logged in almost 40 times each. Attend this session to hear tips and techniques for using online communities to fully engage young people and the fascinating insights from this research.

    Maeve O’Dwyer, Senior Consultant, FreshMinds

    Claudine Levy, Senior Associate, FreshMinds

    Beth Lawton, Head of Product Marketing, BPP


    14.40 To sext or not to sext? Researching sensitive topics with parents and teens

    Sexting has become a modern day scourge for children across the globe. Opinion Leader’s research found that it is rife in their schools and that girls feel under pressure to send indecent images of themselves. In contrast, parents remain way behind the curve in their understanding of the problem with many puting off having conversations about sexting with their children. This session shares the recommendations from the research, examines the techniques used to encourage children to share their experiences and sets out best practice for discussing sensitive topics with parents and children.

    Neil Samson, Director, Opinion Leader


    15.00 Afternoon refreshments


    15.30 Engaging disadvantaged youths in STEM

    The term ‘STEM’ feels academic and worlds apart from the lives of vulnerable young people, but dig a bit deeper and it’s clear that be it ‘the rocket in a coke bottle’ or taking motor-bikes apart, science can be a successful engagement and learning tool. Using a research methodology that mirrored the practices and informal set ups of youth workers this research sought to resolve some key challenges (communication, practical, financial) of engagement with STEM on the ground. Enjoy an informal and interactive learning session from a cross-disciplinary team that will leave delegates STEM-ulated!

    Naomi Boal, Qualitative Researcher, 2CV

    Mat Hickman, Programmes Manager – Science Learning, The Wellcome Trust


    16.00 Talking the language of young people

    With young people being at the heart of digital change and social media transforming the way people communicate, it’s clear that the industry faces a challenge in engaging with younger audiences. Despite gamification of surveys, plus interesting developments in qual and passive measurement, researchers are still facing difficulty in not only accessing young people but also keeping them engaged during the research process.

    Using a case study on mental health, Youthsight will illustrate how adopting social media techniques such as swipe functionality and selfie video capture can create rapport with young people and generate richer insights. This session will present a practical toolkit to help you get the ‘realness’ of youth in research and make the most of your youth research budget. Expect a reality check from the young consumers including candid observations about our industry.

    Josephine Hansom, Director, Youth Research & Insight, YouthSight

    Tatenda Musesengwa, Client Services Director, YouthSight

    16.20 Sberbank case study: appealing to young Russians

    Sberbank is the largest Russian bank with 110 million clients and a 175-year history. Over the past 10 years it has dramatically transformed from an outdated, non client-orientated institution to a friendly, up-to-date and innovative bank brand. Young people (aged 14-25) are a key customer segment. To engage this segment Sberbank sought to find out what modern Russian teenagers and youth were really like. Using social networks behavior and mobile ethnography to deeply dive into youngsters backgrounds, ethnographic expeditions to study off-line lifestyles, focus groups to explore values and aspirations, interviews with school and college teachers and focus groups with parents, Sberbank built a complete picture of young Russians and how they differ from 5-10 years ago.

    Maria Volkenshtein, President, Validata

    Galina Shelestova, Consumer Insight Research, Sberbank


    16.50 Closing comments from the Chair


    17.00 End of conference

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    Delegate fee until 10 November 2017

    MRS Member £355 (£426 inc VAT)

    Non-Member £485 (£582 inc VAT)

    Please note: Early Bird fees must be paid in full by 10.11.17

    Delegate fee from 11 November 2017

    MRS Member £455 (£546 inc VAT)

    Non-Member £585 (£702 inc VAT)

    Company Partner Discount rate - £325 (£390 inc VAT) or 1 Company Partner ticket

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    CPD 6



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