Nordic youth study 2016

Nordic Youth Study 2016 by 15/30 gives you insight about the Nordic youth today and predicts the Nordic consumer trends in the future.

The study will be released November 23.

 

The topics

These are the key issues we study using both quantitative (n=1000) and qualitative methods in the Nordic countries (Finland, Sweden, Norway and Denmark) during October and early November 2016.

 
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Decision Making Process

How are large and small decisions made? How do young decide about the big changes in their lives? What influences the decisions and how?

Outlook on the future

 How they see their short-term and long-term future? How they relate to uncertainty? What worries them?

Consumption Habits of the Young

What are the consumption habits and style?

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Expectations for Products and Services 

What do the young expect from services and products?

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Values

What do the young value? What are the priorities in life? Value of health and wellbeing? Value of environmental issues and sustainability? Value of individual and corporate social responsibility? How are these values manifested in life?

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Education & Career

What is the meaning of education? What affects decisions about career? When are decisions about career and education made?

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Non-Monetary Rewards

What bonuses work? What other rewards motivate the young?

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WORTH THE PRICE

How the worth is determined? What are the young willing to pay for? Why?

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RELATION TO BRANDS

How are brands perceived? What do they mean? (we view organisations and companies equally as brands)

 

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EFFECTIVE MARKETING MESSAGES

What, where, how, why? What stories are effective?

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CHANNELS TO SPEAK TO YOUTH

What, where, how, why?

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SEGMENTATION OF YOUTH

What are the segments of youth? How they affect all other topics?


The young are an important target group for us. The Youth Study by 15/30 has given us interesting information in a wide scale from the youth’s thoughts, every day life and interests”.
-Eija Salonen, Head of Research, Sonera