Connected Teenagers
Connected Teenagers
About the project
Market
United Kingdom
Methodology
- Online Focus Groups
The Challenge
Partnering with a leading Smartphone brand, GuineaPig undertook an exciting youthful project targeting teenagers to understand what factors in Smartphones are important to them in current times.
Target Groups
20 Teenagers who are active and energetic
3 x 18-year-old smartphone owners - 4 groups of 4 (2 Male Groups / 2 Female Groups)
Age Split - 13-15 M/F group / 15-18 M/F Groups
Samsung Galaxy / iPhone users
Those who decided the brand when purchasing their smartphone
Those who use (access) SNS more than once a day (Instagram, TikTok, Facebook, etc.)
Watch video clips/listen to music/play mobile games more than once a week
Those who take rear camera photos/selfies/videos more than 10 times a week
Those who use IM (iMessage, Whatsapp, Instagram DM, etc.) more than 10 times a week
Those who bought their smartphone within 6 months
100+ followers on Instagram/YouTube/etc. (At least 1 per group)
At least 1 respondent in each group who was leader of school clubs (sports, dance, cheerleading, etc.) per group
At least 1 respondent who has his/her own car and drives to school per 16-18-year-old group
The Results
Making the GuineaPig team feel nostalgic about their teenage years, we had such a brilliant response to the recruitment stage of the project with over 100 teenagers applied and shortlisted for the campaign in just one week. Some amazing research results were generated about the view points of teenagers and their use of Smartphones and social media with a happy bunch of fantastic high energy participants. Oh to be young again!
