Teenager Consumer Focus Group


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Teenager Consumer Focus Group

  1. 1. Teen Focus Group Output 30 January 2008
  2. 2. Background The purchasing power of teenagers is enormous. As a consumer group they are important to many Brands. Even if teens are not a core consumer today of a Brand, their potential to be tomorrow’s consumers cannot be overlooked. We wanted to get closer to these individuals, to understand a bit more about who influences them, how they perceive brands, how they spend their money and their general attitudes. We invited 8 teenagers (4 boys and 4 girls), aged 16 – 17, to participate in a 2 hour ‘consumer closeness’ session at our XPotential Marlow office. We focused on 16-17 years old as they are of an age where they have developed their own independence and are no longer considered children. Our participants are all British from middle income families and attending high schools in the local High Wycombe area. Through our small focus group of 8, we now have a glimpse into how these teens think and what makes them tick. 16/07/2010 ©XPotential 2008 3
  3. 3. Insight summary Teens and Friends Teens and the Net Teen Girls and Shopping “I believe that I can only really be “Face book, MySpace, Bebo are “shopping is about having a good ME when I’m with my friends” great for connecting with, getting to time with girl friends more that it is know and spending time with loads about having to buy something Teens and relationships of people, but real friends are only specific” “Age, Class, Sex is not really made when we meet up” important, what’s important is that Teen Boys and Shopping I have to meet face to face and Teens and Security “shopping is a necessary evil, I will ‘click’ with someone before I can “Even at school we’re in danger only go if I need something specific be a close friend with them” (physical), it’s important for us to and I’m more or less sure where I set good examples for those kids can buy it” Teens and money that don’t know right from wrong “its really important to earn my because parents and teachers Teens and retailers own money, it gives me can’t really do anything” “just because I’m a teenager independence and freedom to doesn’t mean I’m not important. I choose what I want to do” Teens and Nationality look for quality, great service, good “We don’t feel we belong here value and a great experience just Teens and Parents as much as adults do” anymore, being British is no longer “With most things I want to be a reason of pride” independent of my parents but if it Teens and skincare gets too tough I know I can always Teens and Mobile Phones “I know that looking after my skin is go to them as a last resort” “I don’t really care too much about important but most products don’t the Brand of my phone. It’s how it work and are too complicated and Teens and advertising works (functions) that’s more boring to use. Give me something “If you want me to remember an important to me” that’s easy to understand, nice to ad, make it really funny” use and that works” 16/07/2010 ©XPotential 2008 4
  4. 4. Executive Summary – Who Influences Them In summary, we found that our group is mainly influenced by their friends. Friendships are formed through their community at school, social clubs and work. Although they are open to using different means to network and to enlarge their social circle, generally, close “trusting” friendship are still formed through face-to-face interactions. Virtual networking is a means for the teens to vicariously explore outside their own world. What is interesting is that teens who have friends from different backgrounds, such as interests, social or economic, prefer to keep these groups separate. By keeping friends separate, teens can put on different “faces” with different groups and thereby play out different roles of their personality. Our group is at the age where they have just started to gain independence and make some important decisions for themselves. A majority of them work and earn money for non-essentials. When confronted with a problem, our group will seek will try to sort it out on their own or then go to their friends or siblings for advice. For the teenager, it is only when a problem feels insurmountable or is beyond their means to solve, do they seek out parent’s help. Otherwise, parents takes a supporting role in the background of the teens’ daily lives. 16/07/2010 ©XPotential 2008 5
  5. 5. Executive Summary – Where They Spend Their Money The boys seem to be the hardworking lot. All the boys in our group work -- one started working when he was 13 and one has 3 jobs! However, only 50% of the girls in our group work. There is a close link between financial freedom and independence. The males seem to have a stronger tendency to demand their independence at an earlier age. Our group enjoys working and making their own money. Not only does it give them more independence, it also helps them learn to manage their finances better. Entertainment is top on the list of spending. Going out, defined as going to pubs and on holidays with friends, was sited as where most money is spent. Libation (drink!), rather than food is strongly associated with going to the pub. The next big spend was on shopping which encompasses a wide range of categories such as clothing, accessories, shoes, cosmetic and skincare. This was predominantly a girls social activity. Although some boys do shop with friends, generally, it is more out of necessity rather than as a social activity or entertainment. Shopping online was not popular with our group. They do browse online but it is rare that they purchase items online. Shopping is an activity where they can socialise and mingle and be close with their friends. Music is the only category where online purchases are made. Our group has apprehension about losing music downloads and so 50% still prefers tangible CDs. 16/07/2010 ©XPotential 2008 6
  6. 6. Executive Summary – Perception Towards Brands Our teens are not brand loyal. They know about brands and have opinions on brands but are not blindly led by brands. Brands need to be able to deliver a tangible promise, our teens are savvy enough not be sold on a dream alone. A combination of style, quality, price and service is needed to sway our group. For shopping, they are unanimously enamoured with Primark as it offers the right combination for our teen shoppers. TopMan, (part of the TopShop Group), was also sited to have good styling but when compared to Primark, the price to value ratio is less enticing. For clothing, the brand is much less important than the design, style and comfort. These teenagers are just as happy wearing a cheaper version of a designer copy rather than paying the premium for a designer brand. Therefore, brands like TopShop, where up-to-date fashion pieces can be found at affordable prices are a favourite. For mobile phones, brands are important because of its association with its own operating system. Once teenagers become familiar with a type of system, they are less keen on switching brands. This is more of a functionality and practicality issue rather than a true loyalty to the brand. Our group demand and want good customer service but feels that most shops dismiss them as important customers and often look down on them. It is important to note that although teens are very price conscious, they are willing to pay a premium for customer service. 16/07/2010 ©XPotential 2008 7
  7. 7. Executive Summary – Skin care Our group rarely uses skincare products as part of a cleansing regime. For the girls in our group, this could be because cosmetics were rarely used and therefore, the perception is that a skincare regime is not necessary. Girls in our group perceive skincare to be too complicated and too time consuming. Boys find special skincare products unnecessary; when they do use a product, it is generally a shaving lotion/gel. A favourite product sited was NIVEA for Men aftershave balm. When asked about acne products, most said that they don’t use it because it does not work. However, it later became apparent that most had had a need to use acne product sat some point but found it did not produce satisfactory results, therefore they generalised that all acne products do not work. 16/07/2010 ©XPotential 2008 8
  8. 8. Executive Summary –Attracting their attention Generally it is word of mouth that gets our teens to use a product as this is linked closely with a trusted source – a friend or a relative. It is difficult to attract our group with run of the mill advertising. Advertising, be it TV, radio or internet must have an impact, a “Wow” factor to attract our group. If it becomes a talking point within the community, all the better. Ads that makes our group laugh have the biggest chance of catching their attention and in doing so will have a better chance of trial or purchase. 16/07/2010 ©XPotential 2008 9
  9. 9. Executive Summary – Strong views Our group has very strong opinions on social and political issues. We discussed several issues: Loss of “Britishness” They feel very strongly that British Culture or ‘what it means to be from Great Britain’ has eroded in the past 10-20 years. They also perceive the state of affairs have deteriorated such as a failure of the school system, health system, rail and public transport. Further, they perceive an animosity from other nations towards the British. The anguish over their loss of “Britishness” weakened a sense of patriotism. Strict punishment for bullies They perceive a lack of security in schools. Bullying is prevalent, especially in the younger age group. They feel strongly that the only way to stop bullying is for the authorities to enforce strict punishment and that a slap on the wrist will just not do. Need for more discipline The group agreed a need for stricter discipline, for example a child misbehaving in a public space. However, they had divergent views on what type of ‘discipline’ would be most effective. One group felt that physical punishment with reasonable force, (i.e.: slap on the wrist or ear), is acceptable as a means of disciplinary action whereas the other group felt that physical punishment in any degree is absolutely unacceptable. 16/07/2010 ©XPotential 2008 10
  10. 10. Appendices Insights and Supporting data 16/07/2010 ©XPotential 2008 11
  11. 11. Teen’s and friends” Insight: “I believe that I can only really be ME when I’m with my friends” Friends are influencing factors Friends are trusted and relied on for opinion What you do depends a lot on what your friends do Siblings (from close age group) do have influences on some of the teens There is a need to fit in Close friends influence the majority of their lives Influence means they can criticise each other There is a different persona with family than with friends (are more relaxed and are “themselves” when they are with friends) Get advice from siblings and friends 16/07/2010 ©XPotential 2008 12
  12. 12. Teens and Relationship Building Insight: “Age, Class, Sex is not really important, what’s important is that I have to meet face to face and ‘click’ with someone before I can be a close friend with them” Friends formed through physical meeting Youth need to “trust” before letting another person into their close circle Youth find different groups of friends which suit their different aspects of their personality Majority keep different circles of friends that don’t mix Act differently around different groups There is a perception that friends from different groups won’t mix They don’t mind having friends from different social background There is a segmentation – different groups of friends for different things (different activities) Some spend more time with school group and some spend more time with non-school group “I like having separate groups of friends because I can act differently around different people” They don’t like to mix different “classes” of friends (eg: snob + normal) Friends through social clubs Friends through work Friends mainly through school Age is not a barrier to making new friends Although age is not a barrier, it is important to “click” (eg: understand each other) 16/07/2010 ©XPotential 2008 13
  13. 13. Teens and Parents Insight: “With most things I want to be independent of my parents but if it gets too tough I know I can always go to them as a last resort” Parent’s attitude affects kids (one teen’s parents are unhappy a lot of time => he is unhappy) Happy kids have a happy home life Only some would confide about problems with parents if they really trust them like close friends Don’t expect parents to pay for higher education Feel that parents only have responsibility to support them up to a certain age (eg: 16-17) Feel they can’t live off parents. Feel that their parent have done enough by giving a roof over their head Money problems, they will seek out parents. For other problems they will seek friends for advice. For serious problems, they will go to their parents for help Perception of a big issue or serious problems are: problem with friends; school work; things that can’t deal with on their own or with friends 16/07/2010 ©XPotential 2008 14
  14. 14. Teens and Money Insight: “its really important to earn my own money, it gives me independence and freedom to choose what I want to do” All the boys work and some started at an early age, whereas only 50% of the girls work One boy had 3 jobs! Making money teaches you to manage money better Even with allowances, work pay makes up larger part of spending money At age 16-17, majority work and support own expenses Cautious of credit cards and building up a debt None of the group own a credit card. All have debit cards Most money spend on entertainment (going out, drinks, holidays) Spend most their money on travel, petrol, food and holidays with friends The ones with jobs who managed their money bought their own things felt more independent 16/07/2010 ©XPotential 2008 15
  15. 15. Teens and the net Insight: “Face book, MySpace, Bebo are great for connecting with, getting to know and spending time with loads of people, but real friends are only made when we meet up” Instant messenger used for communicating with overseas friends (cost issue) On Facebook or web, MySpace, only contact people with the same interest Checking out profiles and gadgets on Facebook equate to person’s personality Instant message on computer is not as preferred as phone texting Used the internet to make friends “more” when they were younger (eg: < age 16) Accept virtual networking as a vehicle to extend social network Teens are not as suspicious (dubious) of virtual networking Gaining International exposure from virtual networking (e.g.: communicate with someone from Las Vegas) Broader International knowledge even without travelling Networking through friends to extend social group They like Facebook because it provides larger access to networking They do develop online friendships, but once it is developed, a physical meeting is important All had access to laptops or P.C Chatting ≠ meeting people or networking. In their terminology, chatting is for killing time They use internet chat rooms when bored 16/07/2010 ©XPotential 2008 16
  16. 16. Teens and Security Insight: “Even at school we’re in danger (physical), it’s important for us to set good examples for those kids that don’t know right from wrong because parents and teachers can’t really do anything” There is a lot of bullying in school – verbal abuse and physical There is safety in numbers Group felt bullied in their younger years (age 7-10) but are now big enough to defend themselves No security at school, don’t feel safe There needs to be punishment to back up threat, otherwise, bullies will persist. Having been bullied => turn into bully Don’t tell teachers. They can’t do anything. Physical violence is always wrong with a child If you are spoon fed, then you don’t know right from wrong and don’t take responsibility for your own actions Very opposing views on disciplining unruly children Groups feels that more needs to be done (eg: punishment for bullies) Whole part of growing up is to find out for yourself Need to find out what’s wrong for yourself 16/07/2010 ©XPotential 2008 17
  17. 17. Teens and Nationality Insight: “We don’t feel we belong here anymore, being British is not longer a reason of pride” Group feels they are losing British culture to whinging minorities Youth feels like UK has changed for the worst, (especially in the last 10 years) Group feel that UK are America’s puppet – don’t make their own decisions British teens thinks people dislike the English British teens feel there has been lots of changes in the last 10-20 years (not good changes) Feels that British culture is being erased They all felt that every other nation hates the English Not proud of their own country 16/07/2010 ©XPotential 2008 18
  18. 18. Teens and Shopping Insight: Girls “shopping is about having a good time with girl friends more that it is about having to buy something specific” Boys “shopping is a necessary evil, I will only go if I need something specific and I’m more or less sure where I can buy it” Shopping is a social activity Important for girls to shop with friends. Not so much for guys. Guys generally prefer to shop by themselves and will go to a shop only if they want something and will leave the shop once they’ve got what they want Most go shopping at the shops and not online They will look at things online but not buy the things online Group rather go to a shop than shop online Guys don’t care so much about buying clothes 16/07/2010 ©XPotential 2008 19
  19. 19. Teens and Retailers Insight: “just because I’m a teenager doesn’t mean I’m not important. I look for quality, great service, good value and a great experience just as much as adults do” Service is important Customer service is important and even though price conscious, would pay a premium for customer service Group feels spoken down to when going into shops – prefer shops that have good customer service Teens feel they get treated differently (looked down at) at stores Design, quality and cost important in selecting clothes Want the best deals for their money – especially the ones that work for it Clothes quality is important Prices are important – they do pay attention to prices Group (on whole wasn’t interested in XBOX or video gaming (not much time to play games) Internet games – depend on different people, in our group, they weren’t interested in this See big brands (e.g.: Tesco as cheaper, value for money) The clothes at John Lewis are expensive and old fashion Primark = good design, good quality and good prices Primark is a all-round favourite place to shop Think NEXT is old men’s shop Topman is a good shop for guys The price of a piece of clothing (e.g.: cheaper version is more important than an expensive branded one) 16/07/2010 ©XPotential 2008 20
  20. 20. Teens and Skincare Insight: “I know that caring for my skin is important but most products don’t work and are too complicated and boring to use. Give me something that’s easy to understand, nice to use and that works” Generally don’t feel that acne products work Skincare is not on top of list of items to spend money on Word of mouth and TV adverts is how they choose their skincare products They find that a skincare regime is tedious, too time consuming and complicated If males buy skincare, it’s normally for shaving as opposed to a moisturizer/cleanser Like NIVEA for Men, the product has good function 16/07/2010 ©XPotential 2008 21
  21. 21. Teens and Mobile Phones Insight: “I don’t really care too much about the Brand of my phone. It’s how it works (functions) that’s more important to me” Mobile phone (reflection of personality?) Once you’ve used a phone brand, they stick to it, but brand loyalty is due to familiarity with functionality and don’t want to/can’t be bothered to learn a new operating system Group prefers the simple, easy to use mobile phones -> Nokia is perceived to be too hard Mobile phone selection based on brand/functionality, then price/package LG phones not very good Teens would be lost without their phones as they are very dependent on it Teen segment have high mobile phone usage 16/07/2010 ©XPotential 2008 22
  22. 22. Teens and Advertising Insight: “If you want me to remember an ad, make it really funny” Advertising need to do something big to attract attention (eg: comedy) If a brand (ads) makes them laugh, they a re more likely to try it/use it Advert needs to make them laugh Internet ads don’t really work unless they are really different 16/07/2010 ©XPotential 2008 23
  23. 23. “We align individuals, functions and organisations, throughout the world, to create and deliver brand equity” 16/07/2010 ©XPotential 2008 24
  24. 24. Our Credentials XPotential is a brand focused strategy consultancy that helps to align individuals, functions and organisations throughout the world to create and deliver Brand Value. We work with some of the world’s biggest brands to deliver outstanding results. We orientate individuals and teams in the organisations to focus their responsibilities to deliver value to their most important asset - their brand. We are proud to have worked with over 30 companies in over 50 countries and touched tens of thousands of individuals, delivering some of their most impressive business results. We do this through working closely with the leadership of organisations to develop Brand Centric Vision and Strategy through a deep understand of the challenges and opportunities for the Brands and the Company, the Brand Vision and the key audience for change. We then design and implement a programme of brand centric change including communication, engagement, training and follow up. We have worked both cross functionally and also through specific areas including sales, supply chain, innovation, marketing, R&D, finance and HR. 16/07/2010 ©XPotential 2008 25
  25. 25. “We align individuals, functions and organisations, to create and deliver brand equity” XPotential (Brasil) XPotential (UK) XPotential (Thailand) Co.Ltd Av. Divino Salvador, 716 4/5 Market Square Q-House Lumpini Moema – Marlow Level 27, 1 South Sathorn Road São Paulo- SP Bucks Tungmahamek CEP – 04078-012 SL7 3HH Bangkok 10120 Tel: +55 11 5051 9194 Tel: +44 1628 485847 Tel: +66 2610 3706 Fax: +55 11 5054 0421 Fax: +44 1628 478065 Fax: +66 2610 3601 contato@xpotential.com.br info@xpotential.co.uk info@xpotential.co.uk http://www.xpotential.co.uk/ 16/07/2010 ©XPotential 2008 26