The Gen Z Teens Passion Point™ Study: A roadmap for emotional relevance with teens at a time of astonishing cultural change

Decoding Gen Z’s emotional WHAT and your brand’s emotional WHY for communications, content, and new product strategies that speak to the heart not the head of the world’s most sought-after consumer

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About

The Family Room’s Gen Z Teens Passion Point™ Study is a category-agnostic exploration of the core hopes, dreams, fears, and aspirations teens are most focused on today and a custom extension mapping which of these emotional drivers are baked into your brand’s DNA. At the heart of this study is the belief that Gen Z marketing miracles come from human insights, not category insights. For less than the cost of four focus groups, this study will enable you to change the conversation you are having with teens from their needs as consumers to their passions as people.

Objectives

  • Conducted in eight global markets and updated annually, the goal of this study is to elevate the role your brand plays in Gen Z’s lives by decoding the following:
  • Gen Z’s Emotional WHAT: A quantitative map of teens’ new emotional landscape and the passions that are trending up and trending down in response to the turbulent times in which they live.
  • Your Brand’s Emotional WHY: A custom extension illuminating the emotional DNA of your brand, the true role it plays in teens’ lives, and which of these emotional assets your brand owns vs. key competition.
  • Strategic springboards and case studies for connecting the dots between these new emotional truths about your brand and communications, content, and new product strategies that elevate the role they play in Gen Z’s lives.

Why?

Never has there been a time when so much cultural change has collided in such a spectacular way with teens’ emotional landscape. Shifts in Gen Z Teens Passion Points™ that used to take a decade to appear are now occurring in twelve months with implication for teen brands, content, and new product developers that cannot be overstated. Understanding Gen Z’s new emotional priorities and determining which your brand, category, or content has permission to leverage is the sole focus of this study.

Methodology: Quantitative

Quantitative Design

Number of Interviews: 2500

Interview Length: 15 minutes

Design Rationale:

The 2018 Gen Z Teens Passion Point™ Study is comprised of two methodological components:


COMPONENT 1: GEN Z TEENS PASSSION POINT™ STUDY

What: A multi-national quantitative survey designed by a team of leading cultural anthropologists, behavioral scientists, and developmental psychologists providing a category agnostic view of the hopes, fears, dreams, and aspirations teens are most focused on in 2018.

How: The base survey consists of two elements. The first is a factor analysis to distill nearly one hundred emotional drivers and hot spots in teens’ lives down to twelve macro Passion Points™. The second is a sizing exercise in which teens engage in a forced choices exercise to reveal which of these Passion Points™ they are most focused on today. Data is compared with identical studies conducted by The Family Room in previous years for longitudinal trending.

Who: n=750 teens evenly split between guys and girls. All respondents screened for awareness of your brand/content/program.

Where: Choose one of the following markets*: US, Brazil, Mexico UK, France, Germany, South Korea, Japan
*For multi-country and multi-brand pricing, contact Collaborata


COMPONENT 2: CUSTOM MAPPING OF YOUR BRAND'S EMOTIONAL DNA

What: A custom extension to our base study in which we map which of the Passion Points™ your brand ignites with teens, as well as its emotional outages. Client participants may also include up to three competing brands to understand which Passion Points™ they own vs. those they share with the category.

How: An innovative methodology that combines the use of visual metaphors representing each Passion Point™ Dimension and a max/diff exercise with an IRT component enabling respondents to make fast, instinctive, System 1 connections to your brands without rationalization or cognitive interference. As an optional add-on, we offer qualitative illuminations of your brand’s newly identified Passion Point™ assets to better understand their meaning, tensions, and the reason teens associate them with your brand experience.

Who: n=150 teens evenly split between guys and girls. All respondents screened for awareness of your brand/content/program.

Where: Choose one of the following markets*: US, Brazil, Mexico, UK, France, Germany, South Korea, Japan
*For multi-country and multi-brand pricing, contact Collaborata


How Sample will be Segmented:

750 Base Study, 300 per Country

Quantitative Research Target

Gender: 50% Male, 50% Female

Ethnicity: Approximates national population distribution

Ages: 13 to 18

Behavioral/Lifestyle Screening:

Identify teens who are heavier/lighter users of social media and technology

Geography: Global: 8 Countries in 3 Regions

Specific Markets:

The Americas: United States, Brazil, Mexico

Asia Pacific: South Korea, Japan

Europe: United Kingdom, France, Germany

Deliverables

Deliverable Overview:

Participants in this study can choose from either of the following two deliverable packages:


OPTION 1: 2018 GEN Z TEENS PASSION POINT™ STUDY
A dynamic on-site immersion and incisive leave-behind report including:

1. Base Study: Gen Z’s Emotional WHAT
• 2018 Passion Points™: The core hopes, fears, dreams, and aspirations youth are most focused on today and are the bedrock of their decision-making.
• Trending: How a combination of cultural, political, and social forces are fundamentally altering Gen Z’s emotional landscape.
• Four Overarching Themes : Curated for your business that are dramatically changing the face of parents and parent marketing.

Price: US $12,000* per country
*For multi-country and multi-brand pricing, contact Collaborata


OPTION 2: 2018 GEN Z TEENS PASSION POINT™ STUDY WITH CUSTOM PASSION POINT™ MAPPING OF YOUR BRAND
A dynamic on-site immersion and incisive leave-behind report including:

1. Base Study: Gen Z’s Emotional WHAT
• 2018 Passion Points™: The core hopes, fears, dreams, and aspirations youth are most focused on today and are the bedrock of their decision-making.
• Trending: How a combination of cultural, political, and social forces are fundamentally altering Gen Z’s emotional landscape.
• Four Overarching Themes: Curated for your business that are dramatically changing the face of teens and teen marketing.

2. Custom Mapping: Your Brand’s Emotional WHY
• The Passion Points™ Your Brand Ignites: Fresh perspective on the true role your brand plays in Gen Z’s lives and its hidden “emotional why.”
• The Passion Points™ Your Brand Owns: How the emotional DNA of your brand compares with three other brands and which Passion Points™ you dominate or own.
• Passion Point™ Meaning & Tension: A closer look at the meaning and tensions of your brand’s top Passion Point™, connections teens are crying out for brands to fill.

Price: US $45,000* per country
*For multi-country and multi-brand pricing, contact Collaborata


Reporting: Summary Report

Presentation: In-person

Cost for individual on-site presentation:

Timing: 5 weeks from funding to delivery of final report

Supplier

Company: The Family Room

Previous Projects: 4

Rating:

Supplier's Qualifications:

Founded in 1997, The Family Room is a youth and family-focused brand consultancy that advises Fortune 500 brands on growth strategy. Our clients include many of the world’s most iconic brands including Coca-Cola, Viacom, Nestle, Disney, Harley-Davidson, LEGO, Doritos, and many others.

At the heart of our company’s ethos is the belief that family marketing miracles come from human insights, not category insights. For the past 10 years we have conducted an ongoing study of the Passion Points™ that define kids’, teens’, and parents’ emotional landscape. These Passion Points™ enable our clients to move beyond the rational WHAT of consumer behavior to the emotional WHY, enabling you to create disruptive brand strategy that speaks to the family heart, not head.

Supplier's Team:

George Carey is CEO and founder of The Family Room, a strategic research and brand consultancy that studies the emotional DNA of Gen Z youth and Millennial parents around the world. His company’s Passion Point™ Study has become the gold standard for marketers wishing to build brands and create new products that speak to the modern family heart, not head.

Philip Kurien is Managing Director of The Family Room and its lead brand strategist. Having lived and worked in six countries, he brings a remarkable depth of knowledge on families at a global level, particularly in developing markets. Philip was also instrumental in creating The Family Room’s Passion Point™ Study, offering our clients the first map of the core emotional truths Millennial families are most focused on today and which your brand ignites.

Eric Wolfeiler leads The Family Room’s quantitative research practice and is one of the industry’s leading experts on emerging methodologies for getting inside the heart (not just the head) of Millennial moms, dads, and kids. He brings years of experience both creating thought-leadership studies for The Family Room and custom studies offering fresh perspective on our clients' most pressing business issues.

Comments

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04/17/18

I used to compete with George George and always respected and admired his work and passion. Still, I much prefer collaborating with him, especially on a project of this promise and magnitude!

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