Kids & Youth Research 2018

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 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 stakeholders 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, how brands can use the research to better reach kids audiences and the new partnership opportunities brought as a result.

Maxine Fox, Managing Director, iGen Insight
Pedro Cosa, VP Data and Consumer Insights EMEA, 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 Thyvesson, 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

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
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
Mathilde Leblond, Consultant, FreshMindsJoanne Street, Marketing Director, 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

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