TORONTO, June 8, 2011 /CNW/ - BigReach Learning Inc., a Toronto-based marketing services company, partnered
with Studentawards Inc, a youth marketing and market research firm, to
understand the relationship between youth, media and brands by applying
the new FACESofCHANGE methodology. FACESofCHANGE, is a revolutionary
approach to market research that harnesses the power of video
interviews plus panel surveys to bring consumer insights to life.
Using members from the Studentawards.com community, FACESofCHANGE: Youth, surveyed 1,225 Canadians aged 18 to 24 and subsequently conducted 23
in-person interviews with the cohort. The study covered the
respondents' digital media habits, social and community activities, and
attitudes towards privacy and advertising. The research revealed
important differences in answers people provide to surveys, compared
with the responses they give when speaking in an interview setting.
"The in-person interviews challenged our assumptions about how this
media-savvy group feel about advertising," said Maura Hanley, President
BigReach Learning Inc. "For example, we discovered that when youth mention they
are concerned about online privacy, what they are really saying is that
they are concerned about safety and reputation. If they trust the brand
asking for their personal information, they will willingly share it,
especially if there is some perceived benefit to them by doing so."
When surveyed, 76% of young adults agreed they were concerned about
online privacy in general, with 60% agreeing they were concerned about
the use of non-personally identifiable information being used to target
advertising. In-person interviews revealed that while they want to
avoid spam, most youth accept the use of non-personally identifiable
information by advertisers as commonplace. 18 to 24 year olds are
receptive to seeing ads targeted to their interests and are more likely
to notice ads that are relevant.
"Marketers should take advantage of online communities and targeting
technologies to effectively reach the youth market," commented Suzanne
Tyson, President of Studentawards Inc. "Targeted messages will always
outperform mass media, and this research proves that youth audiences
are receptive to those one-to-one interactions."
Talking to young adults also revealed their priorities and values. They
belong to a variety of virtual and real world social groups. For
example, membership in religious groups (30%) is almost the same as
membership in online special interest or hobby groups (29%). The same
percentage of youth (30%) belong to an online multiplayer gaming
community as belong to a school club. However, when asked about
groups and communities, the first thing they want to talk about is
their volunteer activities. 76% of 18 and 19 year olds and 58% of
students over the age of 20 volunteer. Marketers must consider the
level of engagement youth have with a community before making an
"The synthesis of two research methodologies allows us to challenge
assumptions and dig deeper to uncover hidden insights," says Maura
Hanley, President, BigReach Learning Inc. "and by video recording our interviews, we bring unique
findings to life and tell compelling stories about what our insights
mean for marketers."
Additional topics explored in FACESofCHANGE: Youth include:
Smartphone ownership and usage
TV and online video viewing habits
Social media activity
About BigReach Learning Inc.
BigReach Learning Inc. provides training and consulting in integrated communications/channel
planning, digital strategy development and marketing performance
analytics. The company launched FACESofCHANGE http://www.facesofchange.tv to improve the understanding of the relationships between media, people
and brands and provide marketers with the insights needed to build more
effective marketing communication plans. For more information, visit http://www.bigreachlearning.com or call 416-568-7510.
About Studentawards Inc.
Studentawards Inc. operates Studentawards.com, boursetudes.com and Uthink Online and provides access to its community of over 530,000 registered 15-30
year old members. Companies can access the community though
Studentawards' marketing and market research service as well as its
turn-key scholarship administration services. Studentawards is the
preeminent access provider to youth and students in Canada. For more information, visit www.studentawardsinc.com or call 416-322-3210.
FACESofCHANGE is a synthesis of qualitative and quantitative research
designed to gain insight into the changing relationships between
people, media and brands. In this inaugural study: FACESofCHANGE: Youth, 1225 Canadians, members of
the Studentawards community, age 18 to 24 were surveyed and then 23 of
them were interviewed in Toronto in the spring of 2011.
SOURCE Studentawards Inc.
For further information:
other study themes, statistics from this survey and interview requests, please contact Maura Hanley, President, BigReach Learning Inc. firstname.lastname@example.org or 416-568-7510