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A Look Back & At The Future VTSF RESEARCH AS PRELUDE TO FY04 CREATIVE DEVELOPMENT

A Look Back & At The Future VTSF RESEARCH AS PRELUDE TO FY04 CREATIVE DEVELOPMENT. Prepared by:. JULY 23, 2003. PURPOSE : Ensure effective and efficient creative development process. Grounding ourselves in past and new research. Original Positioning Research Harris Tracking Research

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A Look Back & At The Future VTSF RESEARCH AS PRELUDE TO FY04 CREATIVE DEVELOPMENT

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  1. A Look Back & At The FutureVTSF RESEARCH AS PRELUDE TO FY04 CREATIVE DEVELOPMENT Prepared by: JULY 23, 2003

  2. PURPOSE: Ensure effective and efficient creative development process.

  3. Grounding ourselves in past and new research.

  4. Original Positioning Research • Harris Tracking Research • Look-Look May, 2003 Report • Harris June, 2003 Virginia Kids Insights

  5. Skeptical of parents, stressed out, self-critical, extremely dependent on peers, gaining independence from parents—but still need them to take them to the malls, want to be teens. Emotional rollercoasters, question authority, peers set the culture, test all the limits, want to be unique. Trusting of everyone, parents are perfect, idealists, crave attention and approval of parents, recognize authority, want to be tweens. KIDS 5 6 7 8 9 9 10 11 12 13 14 14 15 16 17 18

  6. Focus on Tweens • Boys and Girls ages 10 - 14 • Generally grades 5 - 8

  7. Why Focus on Tweens? • It’s a period of great transition characterized by rapid changes in maturation, both physically and psychologically. • Loosening parental bonds • Hormonal changes • Emerging sexuality • Increased stress - academic, social, household chores, extra-curricular • Increase in peer influence

  8. Why Focus on Tweens? (con’t) • Middle school offers special challenges • Less protective environment • Peer groupings more defined • Desire to “fit in at all costs” - attach or be left out • Contact with cigarettes increased dramatically • Interdicting behavior important, because teen smokers start early (83% before age 15, 20% by age 10)

  9. Why Focus on Tweens? (con’t) • Tweens are less likely to have tried tobacco • 60 - 70% 15-17 year olds • 35% 13-14 year olds • 14% 10-12 year olds • Tweens are less likely to believe they will become smokers • After one year, 35% 15-17 year olds, 10% 10-12 year olds

  10. Why Focus on Tweens? (con’t) • Tweens are less likely to obtain cigarettes from family members • 25% 15-17 year olds • 5% 10-14 year olds • Tweens are more influenced by anti-smoking messages • More believable 67% vs. 49% • Encourage to talk 47% vs. 33% • Less likely to try 56% vs. 36%

  11. Why Focus on Tweens? (con’t) • Tweens are less prone to sensation seeking behavior, more likely to “play it safe” (92% vs. 41%) • Tweens are more likely to accept the influence of parents/adults (80% vs. 40%) • Tweens are easy to reach with traditional media

  12. The Research Youth Involvement Front and Center • Roper Survey A:Quantitative study exploring Virginia youth’s attitudes, influences, activities and Internet and computer usage • Roper Survey B:Quantitative look at sensation-seeking behavior, brands, media and entertainment habits, smoking attitudes and behaviors, initial positioning testing. • Harris Interactive Virginia Youth Insights Study:Quantitative study examining youth media and on-line activities, self-images and health attitudes, smoking attitudes and experiences, believability and impact of anti-smoking message exploratory.

  13. The Research Youth Involvement Front and Center (con’t) • Look - Look Man On The Street Interviews:Qualitative peer-to-peer (tween and teen) anti-smoking idea development exploratory • Look - Look Audience Culture and Tobacco Insight Studies:On-line research to look at youth identity and lifestyle, passion zones, what’s hot, and tobacco insights. • Look - Look:Staged qualitative studies based upon the maintenance of on-line panels of tweens and teens to conduct real-time and continuous research on cultural currency, topical issues, positioning and advertising messaging testing from now through 2003. • In all, over 2200 Virginia kids took part in this research • All studies were designed to accommodate Virginia’s regionality, audience age, gender, and ethnicity breaks. • Parental consent was obtained for all respondents under age 13, in compliance with COPPA laws.

  14. In some respects, kids are kids… • Virginia Kids vs National Kids

  15. In some respects, kids are kids… At the same time, Virginia’s kids are different in some revealing ways • They’re more confident • More likely to think they’re cool (79% vs. 64%) • Less concerned with others’ opinions of them (55% vs 34%) • Want to stand apart from the crowd, to be unique (57% vs. 41%) • And more socially active • They give or go to the best parties (33% vs. 14%) • More likely to have a girlfriend/boyfriend (38% vs. 23%) • More likely to be in a club or organization at school (80% vs 53%) • Many more belong to groups outside of school (67% vs. 46%) • More likely to take part in church groups (33% vs. 24%) • But, they look forward to school less (53% vs. 69%), and, what interests them most about school is being with friends

  16. In some respects, kids are kids… At the same time, Virginia’s kids are different in some revealing ways • They seem less interested in sports at school • Rank junior varsity and varsity sports as only their #4 school-related activity (It’s #1 across the US) • They’re more connected • They go on-line at home (77%) and at school (72%), and a third use the computer in their room • More use the Internet for purposes other than e-mail (70% vs. 61%) • Using the Internet for homework ranks only #7 with them. (It’s #1 in the US) • They like certain kinds of music more - and less • They’re very into mainstream styles like rap, hip-hop, and reggae • Less into fringe styles like alternative, heavy metal, and techno

  17. Youth Profile (School/Non-School Activities) Tween Teen Non (10-14) (15-17) Smoker Smoker Male Female School Activities Types participated in: Band/Orchestra/Choir 34.5 18.1 22.8 29.7 21.6 35.3 Intramural or club sports 28.7 24.1 23.9 28.0 31.1 22.8 Academic group or club 21.7 29.4 19.8 26.1 21.1 28.1 Varsity or Jr. varsity sports 13.8 32.8 28.6 19.1 26.1 15.5 Volunteer work 16.8 23.7 20.9 19.1 12.8 25.9 Non-school Activities Types participated in: Church group 34.7 29.9 25.3 35.0 32.1 33.7 Other organized sports team 25.1 18.2 14.6 24.4 22.9 22.2 Music group 11.7 24.8 26.7 14.3 18.7 14.4 Little league or youth baseball 12.7 7.3 8.5 11.1 16.2 5.2 Fan Club 2.8 2.2 5.2 1.7 2.0 2.8 Values in %

  18. Youth Profile (School/Non-School Activities) Northern Southwest Central Tidewater School Activities Types participated in: Band/Orchestra/Choir 24.9 29.8 37.1 23.1 Intramural or club sports 26.3 35.4 26.8 22.5 Academic group or club 28.0 23.3 22.0 24.2 Varsity or Jr. varsity sports 21.1 25.1 16.5 22.1 Volunteer work 20.4 19.2 18.9 18.7 Non-school Activities Types participated in: Church group 27.9 43.3 40.3 24.6 Other organized sports team 25.9 21.9 24.1 17.7 Music group 14.3 16.6 15.5 20.1 Little league or youth baseball 4.7 18.8 11.6 11.4 Fan Club 2.7 1.9 1.5 3.5 Values in %

  19. Youth Profile (Sports) Tween Teen Non (10-14) (15-17) Smoker Smoker Male Female Team Sports Basketball 40.1 35.8 34.9 38.9 49.4 27.5 Swimming 31.7 24.7 30.7 28.5 25.6 32.6 Football 27.9 29.7 33.6 27.0 46.7 10.4 Soccer 26.5 17.3 17.5 24.3 21.7 24.4 Baseball 18.6 18.4 17.3 18.3 30.5 6.5 Individual Sports Roller Blading/Inline Skating 14.8 12.1 10.8 14.6 14.6 13.0 Skateboarding 11.7 10.9 19.5 9.1 18.0 4.9 Wrestling 6.5 6.3 12.1 4.8 11.0 1.8 Skiing 5.5 7.2 9.0 5.5 6.2 6.2 Hunting 5.2 4.7 8.8 4.0 9.0 1.1 Surfing 2.9 6.1 9.1 2.8 6.1 2.1 Values in %

  20. Youth Profile (Sports) Northern Southwest Central Tidewater Team Sports Basketball 35.8 39.1 39.8 39.7 Swimming 33.5 38.2 25.4 21.9 Football 31.2 29.5 22.6 30.9 Soccer 29.0 21.0 22.9 17.9 Baseball 14.8 24.2 18.7 18.9 Individual Sports Roller Blading/Inline Skating 14.3 14.1 15.9 11.0 Skateboarding 11.3 16.8 6.5 12.9 Wrestling 3.9 10.4 5.1 7.9 Skiing 4.2 9.6 10.7 1.7 Hunting 4.5 12.3 4.2 1.9 Surfing 3.9 3.0 3.8 5.3 Values in %

  21. Youth Profile (Brands) Tween Teen Non (10-14) (15-17) Smoker Smoker Male Female Importance Very/Somewhat Important 74.4 79.6 74.4 77.4 76.0 76.6 Favorite Brands Nike 47.2 39.3 32.9 46.3 47.3 41.1 Adidas 37.4 31.7 41.3 33.7 32.9 37.6 Tommy Girl 30.4 24.9 23.7 29.3 7.6 48.9 Polo 29.6 29.7 30.9 29.2 31.9 27.4 The Gap 28.2 30.6 24.0 30.2 22.8 35.3 FUBU 27.8 20.7 15.9 26.6 29.3 21.1 McDonald’s 27.7 18.9 17.9 25.8 25.7 23.1 Pepsi 27.5 15.4 19.7 23.6 23.6 22.4 Playstation 27.3 25.7 28.8 25.6 40.7 12.8 MTV 22.5 27.8 22.1 25.3 23.5 25.4 Tommy 21.3 16.5 15.4 20.7 25.4 13.6 Coke 20.6 21.9 22.5 20.1 27.7 14.5 Values in %

  22. Youth Profile (Brands) Northern Southwest Central Tidewater Importance Very/Somewhat Important 77.4 75.5 72.9 78.9 Favorite Brands Nike 52.4 46.4 38.2 39.8 Adidas 38.9 45.0 32.5 27.8 Tommy Girl 24.5 36.9 27.3 28.2 Polo 28.4 21.3 32.4 33.5 The Gap 20.8 29.4 32.2 34.8 FUBU 15.8 36.3 29.4 24.1 McDonald’s 22.8 21.9 23.8 28.3 Pepsi 22.4 25.0 14.8 30.5 Playstation 29.1 24.5 25.8 26.4 MTV 23.3 32.6 23.6 21.4 Tommy 16.8 19.7 21.8 20.0 Coke 16.6 21.8 23.8 22.7 Values in %

  23. Youth Profile (Connectedness-1) Tween Teen Non (10-14) (15-17) Smoker Smoker Male Female Places the internet is accessed Home 75.7 78.1 69.9 78.4 75.6 77.6 School 70.0 75.4 69.3 73.2 71.4 72.6 What do you use the internet for? Send or receive e-mail 49.0 61.5 56.1 53.7 42.6 64.7 Play on-line games 48.9 33.2 33.6 45.8 49.9 36.2 “Chat” with people 45.6 57.5 55.3 49.0 44.4 55.6 Download music or audio 41.8 50.9 48.7 44.5 44.4 46.0 Just surf the net 38.2 40.2 39.7 38.8 39.7 38.2 Info on TV shows, movies, etc… 37.7 34.0 28.2 38.5 32.0 40.7 Help on homework 37.6 37.5 30.1 39.4 33.3 41.8 Info about things I like to buy 35.0 47.4 34.5 41.0 41.2 38.1 Instant messaging/buddy lists 31.8 40.5 37.3 34.6 26.8 43.3 Sample or listen to music 29.0 39.7 35.0 32.7 31.0 34.9 Values in %

  24. Youth Profile (Connectedness-1) Northern Southwest Central Tidewater Places the internet is accessed Home 83.6 74.2 72.0 74.8 School 80.0 75.7 71.5 61.2 What do you use the internet for? Send or receive e-mail 61.0 63.9 43.7 48.7 Play on-line games 46.0 42.5 37.7 45.4 “Chat” with people 58.2 54.8 40.8 47.0 Download music or audio 48.4 46.5 41.1 44.9 Just surf the net 45.0 42.3 30.4 38.5 Info on TV shows, movies, etc… 36.9 39.7 33.6 36.2 Help on homework 35.4 43.5 37.4 36.3 Info about things I like to buy 39.6 42.3 39.4 38.2 Instant messaging/buddy lists 36.4 37.9 32.5 34.2 Sample or listen to music 35.9 33.3 35.5 27.1 Values in %

  25. Youth Profile (Connectedness-2) Tween Teen (10-14) (15-17) Male Female How many times did you go online last week? Avg. Five (5) or more times 42.5 58.0 57.0 40.0 What types of sites did you visit? Interactive game sites 62.5 32.0 56.0 44.0 Music sites 56.0 60.0 53.0 63.0 Sports sites 38.0 40.0 61.0 15.0 Search engines 37.5 62.0 52.0 42.0 Health news 1.5 12.0 5.0 6.0 Values in %

  26. Youth Profile (Connectedness-2) Northern Southwest Central Tidewater How many times did you go online last week? Avg. Five (5) or more times 52.0 48.0 51.0 42.0 What types of sites did you visit? Interactive game sites 47.0 41.0 55.0 55.0 Music sites 47.0 57.0 60.0 68.0 Sports sites 36.0 39.0 49.0 35.0 Search engines 53.0 48.0 40.0 46.0 Health news 5.0 9.0 3.0 7.0 Values in %

  27. Youth Profile (Connectedness-3) Tween Teen (10-14) (15-17) Male Female How many different people did you talk with on the telephone (yesterday)? More than three (3) 25.0 31.0 28.0 25.0 How many different people did you send an email to yesterday? Two (2) or more 25.5 25.0 22.0 30.0 How many different people did you receive an email from yesterday? More than three (3) 19.5 27.0 21.0 24.0 How many different people did you instant message yesterday? Two (2) or more 27.5 43.0 34.0 32.0 When you find something new that you like, how many people do you tell about it? More than five (5) people 29.0 41.0 39.0 26.0 Values in %

  28. Youth Profile (Influences/Influencers-1 & Aspirations) Tween Teen Non (10-14) (15-17) Smoker Smoker Male Female Friends influences on my life/decisions: What to buy 38.9 47.1 43.9 41.4 38.9 45.0 Smoking 34.2 40.9 51.9 32.9 31.2 42.2 Drinking 33.0 45.7 52.0 34.5 33.2 42.2 What to be when I grow up 24.0 26.6 23.9 25.3 21.6 28.4 Parents influences on my life/decisions: Smoking 71.6 52.3 37.2 71.4 63.6 65.3 Drinking 69.3 44.5 34.8 66.6 59.4 60.8 What to be when I grow up 48.2 48.7 48.8 48.6 52.6 44.2 What to buy 32.0 25.1 22.5 31.0 25.1 33.8 Aspirations What do you want to do after graduation? 4-year college 61.3 64.2 49.9 65.6 56.4 68.4 get a job 16.6 9.0 16.0 13.0 17.2 10.4 2-year college/vocat./tech school 19.0 21.4 26.4 18.4 22.4 17.4 military 11.9 18.0 20.8 12.6 23.2 5.2 time off then college or job 15.9 14.4 21.7 13.1 18.6 11.0 Values in %

  29. Youth Profile (Influences/Influencers-2) Tween Teen Non (10-14) (15-17) Smoker Smoker Male Female Do you have an adult you can talk to about a serious problem? Yes 91.0 88.7 84.8 91.8 89.4 90.8 No 8.9 11.0 15.2 8.1 10.5 8.9 Who is that adult? Mother 74.3 61.6 59.4 71.8 64.6 74.5 Friend 53.1 61.9 63.4 54.6 50.6 61.9 Father 53.1 44.5 48.8 50.0 55.6 44.4 Teacher 26.4 21.1 21.1 24.9 23.8 25.2 School Counselor 14.3 10.4 11.8 12.8 13.7 12.0 Priest/Minister/Rabbi 9.3 13.2 5.8 11.9 11.7 9.7 Coach or club teacher 8.0 9.6 10.5 8.2 11.7 5.5 Values in %

  30. Youth Profile (Smoking-1) Tween Teen Non (10-14) (15-17) Smoker Smoker Male Female Does anyone in your home smoke? No 58.8 48.8 30.0 60.9 55.8 54.3 Yes 40.8 51.0 69.8 38.7 43.7 45.6 How many of your close male friends smoke? 0 56.0 26.8 9.8 53.8 46.9 43.4 1 11.4 16.3 12.8 26.1 13.8 12.6 2 7.9 18.0 19.6 9.7 10.9 12.3 4 6.5 17.7 33.7 5.3 11.3 10.1 3 4.0 9.8 14.5 4.2 5.8 6.5 How many of your close female friends smoke? 0 61.6 32.4 14.0 59.5 48.8 52.6 1 9.9 15.1 13.4 11.5 11.0 12.6 2 7.3 16.9 21.3 8.5 11.3 10.5 4 4.7 16.2 29.8 4.0 8.3 9.6 3 4.2 7.4 14.3 3.3 6.3 4.5 How old were you when you first smoked a whole cigarette? 14 or younger 86.3 71.7 82.9 72.0 76.1 79.8 Values in %

  31. Youth Profile (Smoking-2) Tween Teen Non (10-14) (15-17) Smoker Smoker Male Female How do you describe a smoker? Stupid 51.5 31.8 16.4 50.7 41.9 46.4 Nervous 44.1 34.4 32.0 44.1 38.9 44.7 Lazy 44.0 38.1 33.6 41.5 38.3 42.7 Unattractive 38.7 28.8 11.9 43.7 31.3 43.6 Not confident 38.4 35.9 17.9 39.3 33.1 37.0 A follower 34.2 11.7 18.2 32.2 25.5 33.0 Immature 30.9 21.1 10.0 30.9 24.7 29.8 Unpopular 28.9 19.1 9.2 29.5 21.7 29.9 Unreliable 26.5 34.0 10.2 29.0 23.8 26.6 Friendly 22.8 12.3 53.3 14.2 25.7 17.8 Unfriendly 20.0 15.7 8.0 21.2 21.1 16.7 Self-centered 15.4 32.5 12.8 19.9 16.5 20.3 Outgoing 11.7 14.6 22.0 10.3 13.3 12.3 Popular 10.7 14.3 22.2 9.8 11.5 12.6 Values in %

  32. Youth Profile (Smoking-3) Tween Teen Non (10-14) (15-17) Smoker Smoker Male Female How do you describe a smoker? Mature 8.9 10.6 25.1 7.9 13.2 9.6 Adventurous 7.8 15.5 21.3 8.3 11.7 9.6 Shy 7.7 10.8 21.5 6.9 7.3 11.7 Confident 7.2 12.5 22.8 5.7 11.2 7.3 Attractive 7.1 18.7 21.3 6.4 9.1 9.2 Calm 6.6 11.4 24.8 4.8 11.4 6.3 Cautious 6.4 11.4 15.3 6.4 7.6 9.1 A leader 5.9 8.2 12.7 5.4 4.7 8.7 Hardworking 5.6 15.3 16.7 6.3 8.6 7.8 Generous 5.1 10.0 16.1 4.4 7.7 6.1 Smart 4.7 8.0 16.3 3.6 6.4 5.5 Reliable 4.3 7.1 10.4 4.0 6.2 4.5 Values in %

  33. Position Statement - What Is It? A statement that answers the question: • “What can we say that will motivate people to take a desired action? • Is it believable? • Is it relevant? • Is it important? • Is it unique? • Is it motivating?

  34. Company Position Statement Company Position Statement Tagline Apple “Computers for the Rest of Us” We make the first computer that’s easy for ordinary people to use. Nike “Just Do It” We understand true athletes of all kinds. Saturn We’ve built a new kind of car company, one that you’ll enjoy doing business with. “A Different Kind of Car Company” BMW We engineer performance for those of you who value the exhilaration of driving. “The Ultimate Driving Machine” Ford Now you can buy American quality that’s as good as the imports. “Quality is Job 1”

  35. Position Statements Health Effects • When you’re young you don’t think so much about getting really sick or dying so smoking doesn’t seem so bad. But starting to smoke now will probably lead to serious disease or death.

  36. Position Statements Addiction • Most teenagers who smoke think they can quit anytime, but quitting isn’t as easy as you might think. Out of all young people ages 11 - 17 who start smoking, half of them become regular smokers.

  37. Position Statements Real Friends • Your real friends don’t care whether you smoke or not. They judge you by other things like whether you’re fun and a person they can count on.

  38. Position Statements Make u Cool • Teens who can’t be cool some other way think smoking makes them cool.

  39. Position Statements Smart Decisions • When your parents and other adults see you making smart choices like not smoking, they cut you some slack and trust you to make more of your own decisions like staying out late, driving a car and going places by yourself.

  40. Position Statements Losers • Most teens think teens who smoke are losers.

  41. Position Statements Sounds Stupid • Okay, smoking gives you bad breath, smelly hair and wrinkles - not to mention 50 different illnesses and 20 ways of dying early. Somebody explain why smoking doesn’t sound stupid.

  42. Position Statements Rebel Against Stupidity • They say teenagers are rebellious. So, why not refuse to smoke and rebel against stupidity.

  43. Position Statements You Have the Power • Throughout your life companies will try to get you to do things. Eat more burgers. Buy more CDs. Wear this makeup. Drive this car. Smoke these cigarettes. But, you aren’t helpless. You have the power to say yes or no.

  44. Position Statements Alternative Choices • Let’s see. Gas for the car or cigarettes; movies or cigarettes;new clothes or cigarettes; cool make-up or cigarettes; good health or cigarettes. There are alternatives to smoking.

  45. Position Statements Stops in Virginia • Smoking started in Virginia. Wouldn’t it be great if kids here decided that this is where it will stop?

  46. Position Statements Choose Not To • We refuse to be manipulated by tobacco companies. We are smarter and stronger than that. We were born with tobacco and we don’t smoke because we choose not to.

  47. Position Statements Weird • Why are there so many more people who don’t smoke than who do? Maybe it’s because they’re not weird. They know that smoke coming out of their noses is not normal.

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