How to Conduct Youth Research

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Research is a critical way to gain youth insights. In this article, we’ll look at how you can conduct your own youth research. As well as an alternative method of collecting actionable insights.

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Design and Implementation To begin with, youth research needs to define who your audience is and what type of information you hope to gather. We can draw up demographic boundaries for our research that help inform the method or key data points we are looking for. For instance, by age, there are several generational divides to be aware of: Millennials - Born 1980s to 1990s Gen Z - Born 1990s to 2010s Gen Alpha - Born 2010s to now.

These distinctions mirror key character traits unique to each generation.

Depending on when someone is born, they have different experiences of culture and society. For instance, millennials will have lived through 9-11.

Gen Zs will have lived through Obama’s election and the withdrawal from Iraq. And Gen Alpha will have lived through Brexit and the war in Ukraine.

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Another key consideration is location. Different countries have different cultural and social contexts that change and affect buying behaviour and consumer attitudes. You want to narrow the scope of your research as much as possible to get actionable results for your business’s needs.

You also need to consider the logistics of your research:

• How many people will it be involved?

• What will your budget be?

• Who will supervise the research?

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Analysis and Segmentation After collecting the results, the next step is to analyse the data.

What are the key points you want to gain youth insights from?

• • •

Is it about what products they are buying?

How are they buying?

When are they buying?

These questions often relate to each other. Rather than simply knowing how customers interact with you, you need to understand why they act that way over another way. By pinpointing differences within your audience, you can then begin segmenting your audience. This is where you break down a large group into smaller niches. It's a critical step for personalising how you interact with customers.

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