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Conferences

Kids and Youth Insights
Engaging, Empowering and Inspiring Generation Z

Kids and Youth Insights
Engaging, Empowering and Inspiring Generation Z

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?

The Kids & Youth Insights conference reveals what’s going on for young people; gives a feel for what it really means to be part of generation Z and figures out how you can 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



Survey Partner:

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Where is the event taking place?

Etc.venues

Riverside Building
Belvedere Road
London 
SE1 7PB

    The entrance to etc.venues County Hall is on Belvedere Road – please note this IS NOT on the river side of the building, Belvedere Road runs parallel to the river to the rear of the building.

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    09.00 Registration & coffee

    09.30 Opening comments from the Chair
    Nicki Karet, Managing Director, Sherbert Research

    09.40 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
    10.00 The new rules of engagement for advertising to Gen ZGeneration 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
    10.20 PANEL Making it real: finding authenticity in modern media productsThere 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: Nick Fisher, 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

    10.50 Morning refreshments & networking

    11.20 Kids & the screen: changing the channel
    Kids viewing is changing year-on-year with new ways to consume TV and online content but existing measurement tools have failed to keep up with the diversity in platforms and devices available to kids. iGen have pioneered a research approach for Disney that reveals how complete the picture of linear and online video consumption is for kids. This research uncovers the latest trends in viewing among kids aged 2-9 years, Disney’s use of the research to better reach kids audiences and the new brand partnership opportunities brought as a result.
    Maxine Fox, Managing Director, iGen Insight
    Douglas Whelpdale, Senior Insight Manager, Disney

    11.40 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 Thyvesson, Project Leader, Children’s IKEA

    12.00 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

    12.20 PANEL: The role of research in protecting & empowering young people online
    Chair: Greg Childs, Editorial Director, The Children’s Media Foundation
    Panellists: 
    Lesley Salem, Senior Research Director, Razor Research
    Jonathan Watson,Product Manager – Kids Insights,Bee Industrious

    12.50 Lunch & networking

    13.50 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

    14.10 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
    Mathilde Leblond, Consultant, FreshMindsJoanne Street, Marketing Director, BPP

    14.30 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

    14.50 Afternoon refreshments

    15.10 Engaging young people in social action
    Step Up to Serve and the Department for Digital, Media, Culture and Sport commissioned Ipsos MORI to run the 2017 wave of the National Youth Social Action Survey. Running since 2014 alongside the #iwill campaign, it aims to close the socio-economic gap in social action participation among 10-20 year olds while increasing overall participation from 40% to 60% by 2020. This session examines the latest survey results with a particular focus around how best to engage young people and who their biggest influences are when it comes to social action.
    Sarah Knibbs, Research Director, Ipsos MORI

    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
    Social media has brought a seminal change in the way people communicate but research modes have barely moved on since the noughties. Despite gamification of surveys, plus interesting developments in qual and passive researchers are still not putting the user experience centre stage at a time when it has become exactly that to all successful websites and apps. This session demonstrates Youthsights’s new tinder swipe functionality and selfie video capture direct from survey to illustrate how making the mode fit for purpose creates rapport with young people. It presents 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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    Please click on the photographs to view each speaker's biography.

    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

    • If you are not a Company Partner and want to book for yourself and request an invoice, or pay for yourself online, click here
    • If you wish to book for someone else please use this this form
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    CPD 6



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