Issue 8, vol. 3 - July 2007

Members of the Ministry of Public Infrastructure Renewal initially came to Youthography with a very interesting proposal. They had been busy working on a growth management plan for the Greater Golden Horseshoe called “Places to Grow” and were mulling over the idea of somehow getting youth involved. Places to Grow is an exciting and inspiring 30-year plan to help prepare for, and cope with, an anticipated population growth of nearly four million people in the greater “Golden Horseshoe” region. The plan aims to tackle such looming problems as pollution, gridlock, waste disposal and green space protection.

The ministry felt that since youth are going to be the ones forced to live with whatever changes are made over the next 30 years, it’s imperative to get them involved in the process and, most of all, engaged. Youthography decided that the best method would be to develop, launch, manage and analyze an interactive, ongoing and in-depth qualitative panel. We learned from previous successes, that online panels were the best route to take in order to keep youth fully engaged over an extended period of time – rather than a quick little survey or isolated battery of qualitative groups.

Five weekly assignments were created, each building upon the last, including a final assignment which asked panelists to design their vision of their downtown areas 30 years from now using 3D foam models that represented six to eight city blocks, made to scale. As panelists excitedly demolished old buildings and worked with foam cutters to create new ones, their visions, which they had been working on collectively for months, finally began to take physical shape. Over the course of the five assignments, we learned that:

• Panelists want to see more exciting, unique attractions in their cities; they don’t hang out downtown because there isn’t (in most cases) enough to do downtown
• There was a lack of community space in their downtowns – young people want a place where people of all ages can come together, and feel connected
• Historical buildings held some importance in their eyes; wanting them preserved and maintained – youth did not wish to see that heritage demolished and replaced with high-rise condos
• The desire for more green space echoed throughout all the urban growth centres – they suggested transforming vacant and underused spaces, renewing existing natural areas and replenishing the greenery by planting trees to create a green oasis in the urban landscape

It became crystal clear what they did, and did not, want to see happen to their cities 30 years from now. And, more importantly, it became indisputable that they cared. The client was so impressed with the high caliber of the students that they invited select panelists, along with Youthography, to attend the mega Places to Grow Summit on May 17th, 2007 where they had the opportunity to share their work with mayors, councilors and members of Parliament, including the Premier of Ontario, Dalton McGuinty.

The results of this pilot project helped confirm what we’ve always known to be true – getting youth involved in the entire process of marketing or conducting research is the best way to ensure youth are engaged and interested in the final product. It is vital for marketers to allow their target market to play a critical role in the planning process – by doing so, they not only gain valuable insight into the demographic, but create a positive self-image in the mind of the consumer. It is impossible to overstate the importance of letting youth know that the “higher-ups” actually value their opinions, and factor them in when making important decisions.

At the onset of the panel, many of these youth had had very little understanding of urban planning, the imminent massive population growth, and its impact on the environment. Their engagement and dramatically perceptive understanding of these key issues at the end of this project stands testament to how real and engaging research can transform apathy into results; for both the client and the “researched” alike.