BBC News covers Dubit’s work with young people
Young people are central to our work at Dubit, whether it’s research, marketing or building virtual worlds. We were even set up by teenagers over ten years ago! Our work with them continues today and has been recognised by the BBC as they featured our investment in youth through our work with apprentices.
The video is below. For images from the day visit our Flickr page.
Dubit CEO appointed to Advertising Association’s Children’s Panel
Dubit CEO, Ian Douthwaite, has been appointed by the Advertising Association (AA) to its new youth advertising industry panel.
The panel will provide industry leadership on the way in which advertising and marketing communications engage with children and young people. Its first task will be to address the specific concerns outlined in the Bailey Review including ‘sexual imagery’ on billboards, the use of brand ambassadors and peer-to-peer techniques, the harmonisation of the age of a child and improving industry and regulatory understanding of parental concerns.
Ian’s appointment follows Dubit’s work with the Advertising Association on the development of the Check website – a toolkit for anyone whose business involves marketing and communication with children.
Following his appointment Ian said: “As highlighted in the Bailey Review, the digital age presents new challenges for the marketing industry and rightly places greater responsibility on the shoulders of those communicating with children. As ethical marketers we must ensure that we meet these challenges and face the responsibilities. I’m looking forward to continuing Dubit’s work with the Advertising Association and advancing ethical practices.”
The panel will comprise of a small number of senior practitioners drawn from relevant companies across advertisers, social media, mobile, internet, youth marketing agencies and the internet. Advice will also be sought from independent academics and children’s and parenting groups. Douthwaite will join Andria Vilder of EMI on the panel, which is being chaired by Mark Lund, former Chief Executive of the COI and co-founder of the Now agency.
Dubit Knowledge 28/5
Teens & Media Consumption:
We were reading Morgan Stewart’s recent on article on GenY: As They Age, So Do Their Motivations for Going Online and how it details what young people use the internet for such as Hunting for Information (20%) and Looking for Deals (20%) and it made us cast our minds back.
Remember just under a year ago, Matthew Robson caused something akin to mild terror across cyberspace with his version of how young people consume media. Of course, one person’s point of view does not make a consensus so at the time, Dubit did some real research into teens actually thought about Twitter. It’s almost a year on since we published it so in the next few weeks so, as well as the open house focus group, we’ll be repeating the study on what the UK youth think of Twitter in 2010 and seeing how perceptions have shifted over 12 months. If you have questions that you’d like to submit for the study, then email sam.brown@dubitlimited.com.
As a slight aside, you’d think that by the amount of time Justin Bieber was a trending topic, then teens own Twitter!
Enterprise : So the Junior Apprentice is entering its fourth week and it’s just like the ‘adult’ version – full of back biting, emotions and enterprise (Sarah Newton has a good review of it here). Having started as Young Enterprise company 10 years ago, Dubit can certainly relate to young people being entrepreneurial and as this blog shows, entrepreneurship is still alive in UK youth. There are a lot of positives to be taken from Enterprise Education and teens engaging with businesses as it will help create the business leaders of tomorrow and as Your Hidden Potential have just interviewed 17 year old entreprenueur Emil Hajric from Bosnia about his new venture, it’s creating the business leaders of today too! (Emil is still a teen though…his favourite TV programme is the Cleveland Show!)
Seven Trends : Graham D Brown has detailed 7 Trends That Will Rock Marketing from his upcoming book and highlights Crowd Sourcing as one of the trends. This is something Mountain Dew are leading the way with their DEWmocracy campaign – and even GE are getting the picture and thinking of crowd sourcing. Also, another key insight when marketing to young people, as Aiden Livingston highlights in a excerpt from his new book The Secrets of Advertising to Gen Y Consumers, is to always remember that small is big.
New Campaign: Toyota are launching the Scion tC later this year and they say the current Scion has the ‘youngest median-age buyer — around 25 — of any vehicle in the industry ’. Accordingly, they’ve come up with a suitably youth orientated launch campaign to back it up with a Facebook roadtrip from New York to Miami to LA with the winners getting to do it for real!
Teen Research: Online privacy is a big talking point at the moment, especially given Facebook’s recent announcement. Business Week back this up with an article saying Millennials are extra keen on their privacy, however the Washington Post argues they are also most at risk for ID theft. This is sure to continue to be an issue, with people still thinking that the Facebook announcements still aren’t enough.
FREE ONLINE FOCUS GROUP!
On June 3rd at 1400, you can watch a one hour focus group of 6-8 13-15 year olds giving us their thoughts and feelings on media consumption, Twitter, FourSquare and things that adults can learn from young people.
And it’s free!
This is part of the unveiling of the newest addition to the Dubit Research arsenal – The Click Room! The Click Room is Dubit’s unique virtual viewing facility – used for focus groups or meetings with people from anywhere in the world – and all from the comfort of your home or office.
If you would like access to the event, email jonathan.clough@dubitlimited.com and we’ll provide you with the details on how to login.
Youth and the UK General Election
Dubit carried out research into young people’s opinions of politics and the general election.
We looked at areas including knowledge of which political party each leader belongs to, who they would vote for in the 2010 general election if they could, likelihood of voting if they could, the most important issues facing the UK in 2010 and the voting age.
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The research was conducted between 15th and 28th April 2010 through an online survey of 1,019 young people. We talked to a variety of young people, representative of demographic and geographic breakdowns across the 16‐17 age group, and results were weighted to 1,000.
