In marketing, media, innovation and even in research, we can sometimes become victims of our own efficiency. Staying “big picture” and abiding by the old 80 for 20 rule seem to make perfect business sense. And Occam’s Razor (the hypotheses with the fewest assumptions should be selected and that simpler theories should be utilized until a more complicated one merits priority) is an oft-adopted mantra among sensible researchers.
Certainly, when starting research with youth, it’s natural to look to simple rules, guidelines and models to aid in interpretation. But over the years, we’ve noticed a few youth research shortcuts and youth insight practices that tend to lead marketers nowhere.
- Get the facts. Of course, researchers shouldn’t ignore facts. In fact, for example, we start our YouthBeat YearBook by looking at the demographic realities, of today’s youth and families. But too often, we’ve seen clients start with a number designed to disrupt – say a large spending or influence number – and forget to bring kids’, tweens’ and teens’ voices and lived experiences to it. Understanding the size of a market is important, but so is identifying the dynamics that make a market and the products that comprise it matter to youth.
- Focus your reading. We often get asked for recommendations on research specific to a topic related to youth. And of course, it may be that the topic you’re interested in is covered in a single volume. But a deep understanding of youth requires context – it means not only understanding the role of a device in their lives, but it also requires understanding the way they spend their days. Perhaps you offer youth a product in the food category, but understanding how they relate to identity, morality, emotions and even authority come into play when you consider how to connect with them. And this matters more than, not less than, the flavor or property that they currently care about (even though, with the right knowledge to guide your analysis, this trendy data can be extremely valuable).
- Tune out and turn off. Of course, we all need a break from the subject that occupies our professional days! But too often, we’ve seen brilliant strategists and creatives toil away on an idea, or seek to develop an innovative concept, only to find that one just like it is already on TV or in-store. Understanding youth and youth culture doesn’t always mean participating in it (in fact, just because you’re an American Idol superfan doesn’t mean you’re attuned to youth’s perspective on the show!). But it does mean that you should turn on the TV or take in a kid flick or shop the aisles of the supermarket yourself, rather than just studying these from your desk. Don’t assume you understand a property’s appeal without really taking the time to get to know it (this is why years ago, many marketers saw Twilight as simply a vampire movie rather that recognizing the multiple moral and social strands that made it salient among teens). And steal a page from the way youth marketers and creatives of the past learned about their competitive set: go to where your competing programs air, operate or get consumed.
- Start at home. On one hand, we advocate for looking at the local and not ignoring the children you know. It’s natural that many of us will feel the most inspired and interested in the youth already lurking in our homes or our lives! But be aware of the pitfalls of curbing your curiosity there. You probably don’t assume that the women or men you research are like all the men and women in your lives. Remember, there are as many different children and childhoods as there are adults and to only attend to the insights you glean from your own offspring risks leading you astray.
- Keep it simple. This shortcut misstep often sounds like an affirmation that “nothing has changed” or an explanation that suggests that any youth phenomenon has just one cause or catalyst. In fact, any trend or truth related to youth often stems from a number of situational conditions. Just as most youth behaviors live somewhere along the continuum between nature and nurture, most preferences held by kids, tweens and teens reflect stage, age, experience and culture-at-large. And when you’re trying to understand what make one property or product or brand really work with your target, seek out more than one answer – not just the simple one that surfaces first.