Studentawards Inc and BigReach Learning Inc Understand Youth: FACESofCHANGE Study Reveals Hidden Insights in How to Engage Youth

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 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 investment.

"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
  • Shopping habits

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 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 or call 416-568-7510.

About Studentawards Inc.
Studentawards Inc. operates, 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 or call 416-322-3210.

Survey Methodology
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.  or 416-568-7510

Profil de l'entreprise

Studentawards Inc.

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