1. Understanding Young Consumers Globally
A global youth research study across 20 markets
YouthConnect
12 to 29 year olds

2. Youth account for 30% of world population
39%
30 to 60 years
20%
0 to 11 years
30%
12 to 29 years
11%
60+ years
And, have an increased shopping power and purchase influence than ever before

3. Youth are emerging as an important
consumer segment across categories

4. How well do you know the youth consumers?

5. How well do you know the youth consumers?
A global research providing
actionable insights on the youth
YouthConnect
12 to 29 year olds

6. Youth Connect 2015: Covers 20 Key Markets
Myanmar
Cambodia
Indonesia
Thailand
Australia
USA
Mexico
Brazil
UK
Denmark
France
Italy
Germany
Spain
South Africa
Saudi Arabia
Kenya
Turkey
Russia
China
India
Japan
Proposed Coverage
(List of 20 markets will be fine-tuned based on interest shown from all the clients)

7. Across age groups and gender
25 to 2920 to 24
Age Group
12 to 15 16 to 19SAMPLE SIZE:
600 – 800 per country
METHODOLOGY:
On-line interviews
800 sample for China, India, USA and 600 sample for other markets.
Equal split of the sample amongst the age group and gender. USA to have minimum quota by ethnic group as well.
Saudi Arabia, Kenya, Myanmar and Cambodia interviews would be through CAPI

8. Insights Captured
Brands
PassionsOptimism
ATO*
(Activities, Tensions, Opinion)
Media
Values
Information areas developed based on qual / desk research
* ATO to cover topics like relationships, culture, education, food & beverage, health, shopping, technology, environment

9. Category Information Captured
Food products like ice cream, chocolates,
biscuits, breakfast cereals, etc.
Adult products like beer, wine,
cigarette, condom etc.
(for the relevant age group)
Beverages like sparkling drinks, juices,
energy drinks, coffee etc.
Personal care like shampoo, conditioner, perfume,
deodorant, lipstick, sanitary napkin, face wash, etc.
Tech Ownership like mobile, tablet, laptop,
gaming console, music player, etc.
Ownership and choice of payment method like cash, credit card, debit /
prepaid card, online and by brands Visa, MasterCard, PayPal, etc.
List of categories will be fine-tuned. This info would be useful while answering an ad-hoc request for a category.
There is an option for clients to add rider questions in the survey

10. Youth Connect Global Segmentation Model
DreamersRealists
Self Conscious
Self Assured
Confident
Achievers
Rooted
Achievers
Eternal
Optimists
Progressives
Laggards Followers
Illustration of proposed segmentation framework

11. Sample Output

12. Sample Output

13. Subscription and Deliverables
Subscription Options Deliverables
1 to 5 markets:
USD 9,000 per market
Individual Market Insight
Report
6 to 10 markets:
USD 8,100 per market
Individual Market Insight
Report
11 to 15 markets:
USD 7,600 per market
Global and Individual
Market Insight Report
15+ markets:
USD 7,200 per market
Global and Individual
Market Insight Report
The subscription is based on number of
market reports a client is interested in:
50% invoiced on subscription
50% invoiced on report delivery

14. Project Plan
Aug’15 Sep’15 Oct’15 Nov’15Jul’15
15%
EARLY BIRD DISCOUNT:
ON ORDERS BOOKED BY AUGUST 14, 2015
Data Analysis
Qual / Desk
Research
Data Collection
Questionnaire and
Field Set-Up
Reporting and
Continuous Client
Support …

15. Client specific rider questions (like brand image,
consumption filters, etc.) to be finalized before
August 14, 2015.
Optional Services (At additional cost)
Online presentation of key findings to
stakeholders
Additional customer specific analyses at market,
region or global level, including brand and
category linkages.

16. FLEXIBLE
Choose Only The
Markets You
Need
TIMELY
Findings by
November 2015
GLOBAL: Covers 20 markets in 2015
GREAT VALUE
Volume
Discounts
CUSTOMIZATION
Add-on Question
YouthConnect
12 to 29 year olds

17. Contact for enquiries or questions:
Asha Ganesan Sen
Consulting Partner, Global Market Research
Email: asha.sen@brand-scapes.com
Thank You!
YouthConnect
12 to 29 year olds