Youth In Transition

A new study from the Ipsos MORI qualitative team explores the lives of 16-24 year olds in London and the South East.

It answers some key questions:-

• Aspirations: How are they affected by changes in education and employment policies?
• Anger: Why are some young people disaffected? How are they pressurised by culture?
• Technology: What they are using, how they are using it? What content do they consume? How do they use social media?
• Brands: How do they behave as customers? Which brands are meaningful for them?
• Communication: What are the best platforms, channels and tones of voice to meet their needs, capture their attention and engage them?

Between April and May this year, they spoke to over 120 young people aged 16-24 using a variety of research methods:

• Online discussions with webcams and web chat
• Filmed ethnography
• Mobile ethnography with BBM
• Day of Discovery: innovative ‘pop up’ research approach in central London
• Friendship groups at home, and out and about

Below are some of their filmed observations, it's interesting to hear a lot of the same answers to questions that I am getting through my workshops:

 11/08/11: Youth in Transition: Cultural Pressures. How cultural pressures are affecting youth in London.

 
08/04/11: Young People, Media and Technology: Young people talk about their use of media, social networking tools like MySpace and Facebook; and technology.

08/04/11: Young People, Education and Employment. Young people talking about what they are thinking about jobs, employment, the future, and government cuts.

08/04/11: Meet the Youth in Transition. In their own words, young people talk about education, employment and what's next for their futures.