Researching the youth
John Farquhar - 23 June 2009
John Farquhar shares some invaluable insight into the youth market based on the findings of the annual Monash/Sunday Times youth survey.
The Annual Monash/Sunday Times survey of youth behaviour highlighted once again what this sector thinks of the branded products they relate to and possibly buy - and those they may become involved with when they are adults and generate their own income. I noticed, though, that the preamble to the data did not explain the methodology, and that there was no mention of the sample size.
The habits of children change over time with knowledge and interaction with their social groups. During this learning curve product and brand involvement is influenced by peer group pressure, by their parents, by the media, by advertising and by their age. It is therefore inevitable that their brand and product association is fickle. To be seen as "cool" by their immediate social group becomes the driving force of what products and brands they buy.
Borrowed images also play a huge role in their persona. A classic example of this can be seen in the "hero" influence on the equipment they use in sport.
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