It is a unique research product that aims to identify, understand, analyse and segment the youth market (14-24 years of age) in order to give our clients on-the-pulse insights that will inform marketing and communication strategies for brand development.

Impact-in-Perspective offers clients products which are innovative (Observision; Commap; Adtrack;
CAGI)
Multi-disciplined expertise (Team of researchers with a wealth of experience and mutual focus on innovation)

Erik du Plessis
Jacqui Williamson
Christine Malone
Hendrik van Vuuren
Alana Muir
Bondo Ntuli

Social interaction is changing.
Marketing to the youth has become a real challenge.
Eroded family life, technological advantage and global citizenship has changed the face of the StreetWise youth.
The American Dream, Apple Pie and traditional values go nowhere towards explaining the driving forces of our current youth market.

Globally
Higher stress levels and time constraints.
Increase in use of technology ; computer ownership,
Internet usage and cell phone ownership to name a few have increased connectivity between the youth and their world.
Indications are that with the increasing use of technology we will see a move towards more anti-social behaviour.
In many instances they are being taught to be
"convenience junkies" because of their parents/environment and traditional family values are being eroded.
Reversal of roles (Internet and software are being led by youth, while adults are still battling to grasp the basics and this is likely to have far more influence on determining the way things are done).
The youth also have more money .

South Africa specifically
Rate of change is much greater than it was 5 years ago.(This is especially true in the case in South Africa the number of dynamics affecting exposure to the rest of the world has and will continue to impact on the youth and their values).
Affirmative action and multiracial society which is trying to correct the wrongs of the past.
Relaxation of legal restrictions on society has led to the influx of drugs, pornography and a resistance to lawfulness.
Exposure to Internet has opened up the Global community to South African youth, with as yet unmeasured impact on social structures.

This has resulted in added pressure on individuals, especially youth.
Now more than at any other time, the youth are shaping the future.
What effect does this have on the youth; and to what extent does it impact on how one communicates to them and how we position brands?

We need to deepen our understanding of how the youth think and what is important to them in order to:
Enhance the relevance and effectiveness of marketing communication
Identify marketing opportunities in the form of unmet needs

Strategic marketing and branding demands insights into:
Values/attitudes/psychographics (set the tone for communication)
Hobbies and interests (make it relevant so they become involved)
Media exposure (how to reach them)
Advertising evaluation (what kind of adverts appeal and why, and which set the trends)
Power of brands (what are the drivers behind specific brands and why do they work)
Purchase power (what is your share of wallet)
Product usage (category spec.)
Role of trends/trend setting (helps your brand keep pace in a rapidly changing market)

Some examples of the diversity of the youth market are depicted below.
Generation X
- some extracts from Ken Baugh on the various subcultures of Generation X.
“The Scene”
- a photo gallery which portrays a range of different interests and activities of some of the youth.
“The Logs”
-illustrate the internet culture and language used. More specifically it highlights the "openness" that this vehicle allows.

Generation X:
The sub-cultures
Not all X'ers are alike, and within the generation, there is extreme diversity.
Understanding Generations X sub-cultures is important to those who wish to understand this group.
Extreme X'ers
Underground X'ers
Digital X'ers
Slacker X'ers
Super X'ers
Urban X'ers
Source: A guide to understanding Generation X subcultures, by
Ken Baugh.

"The Scene"
Teens having fun

IRC Logs
<Zero-Phobia> im too sexy for my shirt....thats y i dont wear one
;p~~~~~~~~~~~~~`
<FlaVour> OMG how cute is Candy_girl? *drooool*
<FlaVour> and she has a nice set of .... teeth too
<cyberphreak> Serenity, hey, while you're at your dictionary, look up the spelling for the word "miss-soj-a-nistic"
<Serenity> kewl beans
<Crayola> what do u think of a farm superhero theme for a dress up ball?
;p~ = Pulling tounge. The greater the length of tongue, the cheekier.
* = Any words between stars indicates an action.
The speed of getting your response out is more important than spelling. If the word is spelt phonetically then mispellings are not corrected.
Many phrases such as "kewl (cool) beans" and lat3r (later) originated on IRC.
IRC is used as a sounding board for ideas.
<Angua> CyberWolf :)))))))))))))))))))))))))))))))))))))))))))))))
:) = Smiling / Happy. The more ))) the happier.
<CGVega> the devil is female right? I mean, where else would seduction come from?!
<U_topi_A> im so stoned.....there seems to be like ....300 buttons on this keybord....aaargg!!!
IRC is a mix of people. For an idea about this mix, see the porfolios section.
<sunset_angell> Dolby: bung some gum into the hole and go to a dentist on monday
All kinds of advice, from love and romance to medical and dental is dispensed by IRC'ers.
Topic of channel regarding a regular who passed away:
Memorial website for MorbidAngel --> www.icon.co.za/~eyal We love you Jen , Jen may the angels carry u away into Gods hands - Jen you will always have that place in our hearts -- Luv ya Jen ():)
IRC is used a a communication medium, where friendships are formed. This friendship is tested at times of difficulty, such as death.

More specifically, the study is designed to provide a broad overview of the youth market and answers to frequently asked questions by marketers and communicating strategists, such as:-
What is the profile of this market?
Which brands do they use?
What are their needs?
Who sets the trends?
What’ s in and what’s not?
What drives these consumers?
How can they be reached?

StreetWise is a process which utilises integrated resources.
It is segmentation based.
It is syndicated.

Focus Groups &
In-depth Interviews
Qualitative - exploratory, explores dynamics, uncovers the underlying drivers of attitudes and behaviour.
Consideration has been given to sample criteria
- gender role defence and impression management.
Semi-urban areas (albeit limited)
Population groups that are different enough from one another to allow for widest possible range of responses e.g.: -
Private schools, Northern suburbs, Farming communities, Arcaders, Afrikaans etc.

Focus Groups &
In-depth Interviews - CAGI
- Information Gatherers
- Internet Chatrooms
- Techniques used will include:
Disposable camera
Bring-along-a-thing
Collage
Shopping bag
Role playing
Observision
Coffee shop groups

Focus Groups
&
In-depth Interviews
Youth Network
A youth panel to be recruited who are early adopters and trend setters.
This vehicle will be used to develop products/ideas.

Focus Groups
&
In-depth Interviews
Youth Network
Adtrack will be used to identify communication which is both liked/disliked by the youth.
Further research will be conducted (qualitative in nature) to understand the dynamics driving responses to communication.

Focus Groups
&
In-depth Interviews
Adtrack
Data Collection Tool
- Brand aesthetics
- Fashion forecasts
Youth Network

Focus Groups
&
In-depth Interviews
Youth Network
Adtrack
Impact Theatre
- Online discussion groups
Internet Research
- Unstructured chatroom observation
- Moderated emails to explore questions raised in discussion groups
- Easily reconvened groups
- Quantitative research/tracking tool
- Exposure to the global market, no frontiers

Focus Groups &
In-depth Interviews Youth Network
Internet Research
Teen/Adult Amps

Focus Groups &
In-depth Interviews Youth Network
Quantitative Study
See next slide Internet Research
Teen/Adult Amps

This will be used to evaluate the extent to which attitudes and behavioural types are common to different age groups.
In other words, this study will tell us:-
How market is divided up
How large each of these segments are
What motivates this market and how they can effectively be reached.

Focus Groups &
In-depth Interviews Youth Network
Quantitative Study
Internet Research
Adtrack
Adtrack
Teen/Adult Amps
Impact Theatre
Impact Theatre
Ongoing Tracking
Qualitative and Quantitative research
Specific parameters to be defined: benchmark and dipstick

Focus Groups &
In-depth Interviews Youth Network
Impact Theatre
Impact Theatre
Quantitative Study
Internet Research
Teen/Adult Amps
Ongoing Tracking

Sample Structure
14 - 24 years of age
LSM 6, 7 & 8 (irrespective of race)
National

Qualitative
There are a number of dynamics that we need to consider in ensuring a representative sample. For this reason we have included a significant number of group discussions and a large number of in-depths in our sample structure.
Taking all the dynamics into account a total of 32 group discussions and +-40 in-depth interviews will be conducted in the major metropolitan and surrounding areas during the course of the year, structured as follows:
Total
First Quarter
Second Quarter
Third Quarter
Fourth Quarter
Groups
32
20
4
4
4
In depths
40
25
5
5
5

The youth network / Information gatherers:
These representatives will be used to collect data from within their peer group in order to help us 'see things‘ through the eyes of their generation.
It is envisaged that 20 candidates be selected (5 per age category). These candidates will be rotated throughout the year in order to protect against factors such as fatigue, attrition and familiarisation.
The qualitative research will be used as a vehicle for generating inputs for the quantitative research.

Internet Research
Chatrooms; group discussions; and quantitative adhoc studies. The following is a broad outline of the proposed structure
10 hours of chatroom observation per month.
4 internet groups at the outset, followed by an additional
4 during the year.
Questionnaires: one per quarter at a sample size of 100 each.

Quantitative: Sample size and structure
Size 2400
Category specific information will be collected on a sample of
1200 respondents
Face-to-face interviews allowing for 4 age groups (600 per cell)
- 14/15 years - 16/17 years - 18/20 years - 21/24 years
The sample structure of the main quantitative study will be based on the combined information obtained from AMPS and Teen AMPS.
Quota sampling procedure will be used. Nationally representative of LSM 6-8, across all races.
Quotas would be imposed on age and race in order to ensure large enough sample bases for analysis. Data will then be post-weighted to restore correct population proportions. Sample selection using a standard random walk method.

The study is not just about information information is only powerful when it can be turned into a strategic advantage to capture the market.
The information must be actionable and should have a strong strategic focus.
Specific outputs include:
Quarterly reports
Access to security controlled website – updated regularly
Multimedia presentation annually
Clip-on segmentation tool
Workshops
Strategic analysis ( optional )

StreetWise is syndicated and is available in
3 modules:
Module 1
Core report.
Module 2
Module 1 and is category specific.
(Putting your brand on the map).
Module 3
Modules 1 and 2 and includes a strategic analysis specific to your category.

Quantitative: Market classification / segmentation
We prefer not to prescribe a black box methodology upfront but rather to determine the best approach on closer examination of the data, once the key drivers in this market have been identified.
Our approach may include:
Cluster analysis to identify specific segments in the youth marketing based on common needs, attitudes, buying logic, psychographics, preferences etc.
Factor analysis to determine the extent to which similarities and/or differences exist within this market by examining the continuums that exist within the youth market.
For example the continuum of Brand Consciousness ranges from not aware of brands/labels to very aware of brands / labels
The strength on which individuals load onto these different underlying continuums are then used to group respondents with similar needs together.
Groups of respondents with similar needs are then further analysed to determine differences in behaviour, allowing us to streamline our marketing and communication efforts.

The software that will be used for data analysis is
SPSS. In addition to the above, data analysis techniques may include:-
Perceptual Mapping techniques, including Correspondence analysis
Chi-Square significance testing
Multiple regression
CHAID
Discriminant Analysis
Any additional technique should they be required. (Neural networking - predictive/forecast)
The output of this analysis will be interpreted in light of the findings of the qualitative research.

Optimising the positioning of brands for/in the youth market
Providing a framework for relevant and meaningful communication
Providing insights for creative
Highlighting opportunities
How to realise the opportunities (how to reach the youth and communicate to them)

WIZ KIDS Relative Size
Relative Value
Gender:
Music:
Predominantly male, but not to exclusively Air Supply, Depeche
Mode, REM
Media Consumption:
31%
R7.2Mil
Value / Attitudes:
PC Pro, PC Online,
Online publications,
.co.za
Preferred Books /
Favourite Authors:
Non-conformist,
Family Values discarded, Cynical,
Socially Isolated prone to depression
.6
.4
Eddings, Tolkien,
Stevenson, Pratchett
Hobbies / Interests:
.2
GUYS /
DOLLS
17%
RAVERS
28%
JOCKS
14%
Technology
Education: Money, Technology,
Entrepreneurial, Chat rooms, Select Clubs
-.0
-.2
Knowledgeable, Smart, but does not necessarily excel academically
Formal education system does not address their needs
Favourite Brands:
Coke, Camel,
Woolworths (Quality)
METAL
HEADS
10%
WIZ KIDS
31%
Social
Isolation
-.4
Sport
-.6
1
2
3
4
5
6
7
8
9
10
11
12 14
15
16
17
18
19
20
21
22
23
Specific Behaviour Drivers

STUDENTS
DO “A” AND “E” AND THE REST OF THE
ALPHABET
EXPERIMENTAL
ANDROGYNOUS
DOOF-DOOF MUSIC
OCCASION DRIVEN DRESS CODE
PARTY ANIMALS

DRUG ABUSE
HEAVY METAL MUSIC
DEPRESSION IS FASHIONABLE
ROLE PLAYING GAMES
WEAR BLACK
COLLECTIVE CONSCIOUS-NESS
THERE IS NO GOD
ANDROGYNOUS

PRAGMATIC
UNIMAGINATIVE
PHYSICAL
EGO DRIVEN
SEXUALITY IS IMPORTANT
CLEARLY DEFINED GENDER ROLES
SPORT
MACHO - DIE MANNE

ENTITLED
OPTIMISTIC
BODY BEAUTIFUL
MATERIALISTIC
BRAND AWARE / CONSCIOUS
TREND SETTERS / EARLY ADOPTERS

Strict standard of fieldwork a laid down by SAMRA, RSSA and
ESOMAR.
Impact-in-Perspective cognisant of the fact that multi-million
Rand decisions are often made on the basis of research. We believe that quality fieldwork is essential as it is the foundation of good research. We therefore follow strict standards of fieldwork laid down by SAMRA (South African Market Research
Association), RSSA (Research Suppliers of South Africa) and
ESOMAR (European Society for Market Research).
The fieldwork will be conducted by Impact Information, who abides by the SAMRA Code of Conduct, as well as by the additional standards of the RSSA.
Data quality will be ensured by the fieldwork supplier's adherence to the RSSA standards.
Throughout the research the team of specialists involved will be self-critical, scrutinise each other's work, challenge and finetune where necessary.

StreetWise is about:
Marketing to the youth
Bringing the youth to the boardroom
Understanding headspace in the youth
Positioning brands, tracking needs, creating markets
Fast paced delivery of marketing intelligence
Innovative, multifaceted ways of researching

your