The Youth of Today

Researching younger age groups has never been easy. The typical teenager has always been difficult to engage with, unreliable and uncommunicative, which has led to difficulty in recruiting and low response rates amongst younger respondents for market research.

However, what is new today is the advancement and use of new technologies. New ways of communicating and accessing content are evolving every day and younger age groups are voracious adopters of these new technologies. As market researchers, we need to understand how the next generation are using new technology and how their behaviours and attitudes change as a result of this, to ensure that we continue to engage young people in market research.