We were delighted to be invited to Advertising Week Europe at BAFTA today for the launch of the Clear Channel UK (CCUK) Ngen research project.
Trajectory worked with CCUK to develop the audience concept and the project methodology including partnering with Crowd DNA to develop an innovative online community. The community allowed CCUK to get under-the-skin of the audience, including unlocking real as opposed to claimed behaviours, as well as providing a platform for invited brand partners to connect with the Ngen and so to discuss specific brand, category or communications issues, opportunities and challenges.
As Andy Chrysell of Crowd DNA said, rather than thinking about panels or communities, it is helpful to understand and position the Ngen community as an additional or bespoke social channel. As such the objective within the study period is to capture an hour or two of participant’s weekly social media time to the benefit of the client and their brand partners.
The community included 400 Ngen participants from eight cities, ran for over four months and was supported and informed by an initial quantitative survey, before a second wave of quantitative research developed the themes uncovered within the community setting.
The Ngen are a sub-set of the Generation Y (or Millennial) demographic and so fall within the 18-34 age range – with Gen Y typically including all those born between the early 1980s and the late 1990s.
The launch presentation played to a packed room in the News Studio at AW Europe and provoked a range of questions from the audience – not least on the insights and trends identified in the project.
Further information about the project launch can be found here.