Discovering youth insights from a youth perspective (learn practical youth marketing techniques)
Research Themes
Many companies today are struggling to grasp the "true feelings = insight" behind the values and behavior of young people. As a result, many companies are struggling with not being able to do marketing that captures young people's attention.
The research theme of this seminar is "unearthing youth insights," and it goes beyond superficial trend analysis to value an approach that seeks to understand the "why" behind behavior. Ultimately, the aim is to generate hints that will enable companies to engage with young people more effectively.
Activities
Our main activity is to analyze young people's values and behavioral trends, and then organize and publish the results in the "Youth White Paper." First, we set a theme of interest, formulate a hypothesis, and conduct online surveys to get a quantitative grasp of the actual situation. We also attempt field research, visiting the sites of trends and digging deeper into insights from the "real voices" of young people.
The youth insights gained in this way will be systematically organized and conveyed to society in an easy-to-understand manner so that they can be used in corporate marketing activities.
We also plan to hold seminars with students for advertising agencies and major manufacturers.
We aim for this seminar to be one where presentations are "looked forward to" every year and where students can continue to have real contact with society.
