Research for Global Development

Understanding Youth Audiences in the Developing World


Countries: Mexico, Morocco, Nigeria, China

Challenge

With a youth bulge happening in many developing countries, understanding young people is becoming increasingly important to our clients. Radio Netherlands Worldwide (RNW), an international broadcaster, approached InterMedia to help inform their strategic shift in focus. The client wanted to conduct qualitative research with young people in China, Mexico, Morocco, and Nigeria. The research aimed to:

  • Understand the new target audience of 15-30 year olds;
  • Inform RNW’s new strategy, and;
  • Develop engaging content and formats for young people.

More specifically, the research  aimed to understand young people’s lives and attitudes; their information needs on sexual rights, human rights and democracy; their views on freedom of speech and access to information; their media consumption and; and how to encourage discussion of RNW’s key themes.

Approach

Young people who already had some interest in the client’s key themes and who were willing to discuss political and personal topics in-front of others were recruited for research groups. InterMedia designed pre-task diaries for young people to complete before attending the research groups. Diaries were tools to help the young participants collect media clippings of stories that mattered to them and images they felt represented their generation. Diaries also recorded the routines of young people’s busy lives.

After completing the diary, young people attended mini-focus group discussions, professionally moderated by a local team in each country. All research was designed, managed and overseen by the InterMedia team in-country. Members of the client team also attended the discussions. Mini-groups were chosen because they offer increased intimacy and sensitivity and a when discussing potentially difficult topics. In China, friendship groups were chosen when discussing political topics.

Insight

Despite the very different contexts, our research revealed that young people in Mexico, Morocco, Nigeria and China have much in common: young people experienced a strong sense of familial and societal pressure while striving to live a life of their choosing. The research also showed the common attitudes and information needs relating to the client’s key themes. This commonality helped provide a series of strategic and tactical recommendations to guide the development of content for young people on a global scale. InterMedia’s research helped the client to bring their new audience ‘alive’ inside the organization and understand their information needs, pressures, motivations and what matters to them.

InterMedia

Understanding Youth Audiences in the Developing World


Countries: Mexico, Morocco, Nigeria, China

Challenge

With a youth bulge happening in many developing countries, understanding young people is becoming increasingly important to our clients. Radio Netherlands Worldwide (RNW), an international broadcaster, approached InterMedia to help inform their strategic shift in focus. The client wanted to conduct qualitative research with young people in China, Mexico, Morocco, and Nigeria. The research aimed to:

  • Understand the new target audience of 15-30 year olds;
  • Inform RNW’s new strategy, and;
  • Develop engaging content and formats for young people.

More specifically, the research  aimed to understand young people’s lives and attitudes; their information needs on sexual rights, human rights and democracy; their views on freedom of speech and access to information; their media consumption and; and how to encourage discussion of RNW’s key themes.

Approach

Young people who already had some interest in the client’s key themes and who were willing to discuss political and personal topics in-front of others were recruited for research groups. InterMedia designed pre-task diaries for young people to complete before attending the research groups. Diaries were tools to help the young participants collect media clippings of stories that mattered to them and images they felt represented their generation. Diaries also recorded the routines of young people’s busy lives.

After completing the diary, young people attended mini-focus group discussions, professionally moderated by a local team in each country. All research was designed, managed and overseen by the InterMedia team in-country. Members of the client team also attended the discussions. Mini-groups were chosen because they offer increased intimacy and sensitivity and a when discussing potentially difficult topics. In China, friendship groups were chosen when discussing political topics.

Insight

Despite the very different contexts, our research revealed that young people in Mexico, Morocco, Nigeria and China have much in common: young people experienced a strong sense of familial and societal pressure while striving to live a life of their choosing. The research also showed the common attitudes and information needs relating to the client’s key themes. This commonality helped provide a series of strategic and tactical recommendations to guide the development of content for young people on a global scale. InterMedia’s research helped the client to bring their new audience ‘alive’ inside the organization and understand their information needs, pressures, motivations and what matters to them.

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