Got Youth?
Sweeney Research & Lifelounge Group collaborate on Urban Market Research.
One of Australia’s largest independent research companies, Sweeney Research, and leading youth communications agency, Lifelounge Group, have joined forces to produce the definitive report on Young Adults in Australia – Urban Market Research (UMR).
Since the UMR’s launch six years ago, over 10,000 surveys have been conducted, overlaid with a wide range of one on one interviews with opinion leaders from around Australia. The study has a subscription base that includes the leading companies in Australia. Sweeney’s have come on board to help extend the reach of the study in 2010 and beyond.
CEO of Sweeney Research, Marc L’Huillier says, “The partnership is exciting because it sees Lifelounge’s longstanding access and expertise in identifying and tapping into the trends of the future set alongside our expertise in producing social research that provides a fresh perspective. By virtue of their day to day business and their global connections, the Lifelounge team are in tune with what young adults are into. We can explore that against what we’re seeing in the broader population to identify what marketers should be thinking about and focusing on to stay ahead.”
CEO of Lifelounge Group, Dion Appel is equally enthusiastic about the collaboration. 'Lifelounge’s UMR report is a widely used resource, has always been held in high regard and we’re certainly excited about the added layer that Sweeney will bring to the study. They have the horsepower and research expertise to help take it to the next level." “Young Australians are often characterised in stereotypical ways and through the UMR, we’ve always sought to view them through a different and more subtle lens. Our five pillar lifestyle 2 approach taps into the young adult psyche and reveals tangible outcomes about what motivates and influences their attitudes and purchasing behaviour on a day to day basis. Valuable information that even we use daily to further shape our business and client solutions,” says Appel.
The collaboration will deliver to marketers a well of information and insight that can be used at both a macro trend level and at a micro level within the context of their own business.
As the dust settles from the GFC, one of the biggest areas of growth in the research industry will be in the area of social and lifestyle research. Those who can get beyond the headline data to the real drivers and nuances will be in high demand, particularly in the youth category.
“While Australia has been comparatively insulated from the direct economic impact of the GFC, it has been a fulcrum point in time for some different segments and young Australians have been one of the most affected attitudinally. They have been forced to reflect on their uber confident approach to life and they have become far more considered and pragmatic. The strongest marketers will be those who are not only across the sustained shifts in attitudes that are shaping behaviour, but those who are able to interpret and harness them correctly in the context of their category,” says L’Huillier.
To download the PDF press release, please click on the link below.
For information about Sweeney Research Reports, please contact Cassie Govan on cassandra.govan@sweeneyresearch.com.au
