The first phase of the research study has been conducted with over 2000 response from Eswatini young people in aim to identify which brands are the coolest of the cool. This process has relied on spontaneous mentions and results in a comprehensive listing of top-of-mind brands that young people have identified as being the coolest in their particular category. From this, each category is shortlisted into a listing of top brands (number dependent on the category) that feature on the final questionnaire sent into the field in the quantitative research phase.
Just to rewind your memory, the Eswatini Daily News Next Generation movement is aimed to deliver insights into youth brand preference and consumer behaviour. The Youth Marketing Conference, Interactive Showcase and Awards will be charged with new energy and loads of inspiration for effective youth engagement strategies for brand, marketing, media and advertising professionals in the youth marketing space who hope to better understand consumption habits, trends, and much more.
There will be two components to the overall study, the first which will focus on brand preference and the second which will focus on lifestyle and consumer behaviour. Data collection will take place between February and March 2021, concentrating on urban and periurban environments but due to Covid-19, this process was conducted online. The intense research analysis has been conducted by Africa AD Agency. Highlights will be published using our media platform, Eswatini Daily News.
- brand preference: The brand preference component of the study will poll the opinions of young people to establish which brands they think are the coolest across different categories.
- lifestyle and consumer behaviour: The second component of the study will be conducted simultaneously (with the same demographic sample) and will require respondents to reflect their attitudes as young consumers and is aimed at getting a grip on youth habits and behaviour. This section of the study will be split over two questionnaires, in order to avoid respondent fatigue and to ensure that we can probe deeply into many facets that give us an in-depth perspective into the psyche of this dynamic market segment.
Purpose: The Eswatini Daily News Next Generation study will be undertaken by Africa AD Agency set to be the leading annual youth brand preference and consumer behaviour survey, Targeting +10,000 youth aged 8 to 23 and young professionals aged 24 – 30. Keeping track of how youth interact with and respond to brands is an ongoing process; this initiative was set to kick-start in January 2021 but ended up starting in February. Results will be released on Eswatini Daily News annually, and it culminates in a glittering awards event that recognises the coolest brands and popular people in the Kingdom of Eswatini set for November 2021.
Why is this study useful for your business?
Every business needs to connect with young people and here is why:
- They are the largest percentage of the population
- They have direct and indirect purchasing power and influence
- Your future relevance, and to some extent current, relevance is determined by them
- They are your future client and employee so understanding them is critical to your organisational success
Vision: To become the most comprehensive youth marketing research survey in the Kingdom of Eswatini, serving as a powerful litmus test for the effectiveness of the youth marketing strategies of some of the most well-known brands in the country.
Mission: To poll the opinions of over 10 000 young people country-wide to uncover Eswatini’s coolest youth brands and personalities but more importantly to answer the burning question: What do you need to know to better connect with the youth of Eswatini?
Research Study
- Kids 8 – 13
- Teens 14 – 18
- Young Adults 19 – 23
- Young professionals 24 – 30
Three-phase methodology
- Shortlisting phase (Completed)
The first phase of this research study was conducted with over 2000 response online to identify which brands are the coolest of the cool. This process relies on spontaneous mentions and results in a comprehensive listing of top-of-mind brands that young people have identified as being the coolest in their particular category. From this, each category is shortlisted into a listing of top brands (number dependent on the category) that feature on the final questionnaire sent into the field in the quantitative research phase. We are also going to propose from MTN and Eswatini Mobile to help us create voting lines so we can spice things up and get assistance from the public to help the brands to score extra points which we will announce if everything goes well.
- Quantitative phase
The second phase of the research will be conducted in urban and peri-urban schools, universities and colleges across the country.
In addition, we will brief 60 teachers (all of whom will be selected on the basis and they will have an existing relationship with us as School Liaison Officers) to conduct the brand preference questionnaire with their learners. These teachers will facilitate classroom sessions yielded in primary and high school respondents. Africa AD Agency will recognise the valuable contribution to be made by the participating schools and ensures that each school is rewarded for their effort and the time spent with the learners.
- Qualitative phase
The third phase of the research will be conducted during sessions with a selection of Kids, Teens and Young Adults. These sessions will highlight what young people identify as being significant issues unfolding in their peer circles and document why they prefer particular brands over others. These verbatims add insight to the quantitative report findings which will enhance the report writing process.