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Youth specialists immersed in insights

Youth market specialists, HDI Youth Marketeers, has spent Q1 of 2013 immersed in new and exciting market insights. With youth having an annual direct spend of over R104 billion, HDI Youth Marketeers understands the importance of a deep and broad understanding of this market in Africa and South Africa. So they have been doing that through some probing new projects.
Youth specialists immersed in insights

Youth spend as per 2012 Generation Next survey

Fresh energy

Two new members have also joined the Insights team: Sylwia Wierzbicki, a WITS Research Psychology Masters graduate and Jeanine Buhr, a Marketing graduate with a broad array of local and international work experience.

Sunday Times Generation Next

Youth specialists immersed in insights

One of HDI's flagship projects is the country's largest youth brand and consumer behaviour study: Sunday Times Generation Next, which this year polled over 5 500 young respondents. The winners of its Coolest Brands sub-survey will be celebrated at the annual awards event on 30 May. Now in its ninth year, the much anticipated Generation Next supplement will then appear in the Sunday Times on 2 June 2013. The deeper research outputs will be available from HDI thereafter.

Youth specialists immersed in insights

BlackBerry won big in 2012 Generation Next Survey (Coolest Cellphone, Coolest Cellphone App, Coolest Brand Overall)

The 2012 Sunday Times Generation Next Survey's Top Five Coolest Brands were Blackberry, BMW, Coca-Cola, Nike and Apple. "We think the release of the 2013 survey results will be fascinating; they reveal a few interesting shifts in some of the country's Coolest brands. On the consumer behaviour side, we think some forecasted trends hold up, while others don't," says Buhr. "The GenNext hype and fun has also been deepened this year with the introduction of a photo competition whereby 8-22 year old photographers can be part of the survey supplement and awards event by submitting their visual take on their town or city." For more details, see


Another key HDI study - Khuza - which interrogates branded communication and its impact on kid, teen and young adult audiences is taking the year off. "The study is a very interesting, but resource-intensive, one to run. It hasn't really found its place in the market yet, though it has been a valuable consulting tool for us. We are re-grouping on it in 2013, while we deliver on the client-commissioned work we have been awarded, and hope to develop a new Khuza take-to-market in 2014," says HDI Youth Marketeers' managing director, Jason Levin.

New studies and developments

HDI will present the results of a large 2012/13 teen girls study to a multinational FMCG group this week. The team is collaborating with its Nigerian office on a pan-African project in the entertainment sector too. A large sample quantitative study measuring underage drinking behaviours now and in 2014 and 2015 in chosen communities will be undertaken with a partner in Q2. And the team are also in the process of building a data warehouse which will allow deeper examination and analysis of the findings generated from the 12 000 visits, interactions and activations HDI will undertake with schools and communities this year.

25 Apr 2013 09:19