With today's fast-moving cultural landscape, brands are finding it harder to know what direction to take. Validation doesn't help when the brand's problem is first identifying the direction. What Brands need is Inspiration.
China Youthology goes into the lives of youth, those who are actively creating new meanings in their lives and shaping the important values of the next generation. We dig out the most provocative insights from today's youth with one sole purpose: to give brands accurate Inspiration so they can uncover the right direction forward.
How can you be sure if you understand a person or a situation is accurately? Just like getting to know a neighbourhood, a person who drops in for a visit may be able to learn the street names, the name of stores, and the layout of the environment. But only a native resident of the neighbourhood can tell you the names of the other residence, their history, the relationships, whats really changing, and whats really important in the neighbourhood. It takes a local insider to unveil the meanings that are truly relevant and impactful to the individual.
We are constantly immersed in youth culture, day in, day out. Playing with them, living with them, talking with them, feeling with them. Because we are accepted as part of Chinese youth culture, we go deeper than other researchers into the lives and intimate spaces of youth.
Because we observe their life behaviours continually and deeply, we are able to filter, decode, and discover the true core tensions that are driving and influencing youth today.
We've built a platform that generates, collects, curates and shares youth stories with the youth community. In doing so we play a role in youth culture, are able to build trust with youth, go deeper into their lives, and connect with the new ideas and peoples that influence Chinese youth today. For more, go to Open Youthology >>
It's who we are. As researchers who see participants not just as respondents but as a holistic individual, don't just ask questions, we build relationships. For more, go to About Us >>
We're not starting from scratch each time we begin a new exploration. Because we're exclusively focused on youth, we've built an extensive wealth of knowledge about youth that gives us immediate context and deeper perspective about the research direction. We start already several steps ahead, and so are able to go deeper, faster.