ROAR Uses SMS To Research Youth

Youth research project ROAR is introducing new methodology this week which utilises the popularity of mobile phones with its target age group. As part of the second wave of research, SMS text diaries will be used, whereby panel members text details of “Emedia moments” to the research agency 2cv as soon as they happen. They are then texted back and asked to rate their experience and this information is logged.

Rhiannon Griffiths, spokesperson for ROAR from the Guardian, one of five partners in the project (the others are OMD UK, Channel 4, Carlton Screen Advertising and Emap Advertising), said: “This wave of ROAR research will explore the key issues in the changing media landscape, in order to develop a coherent and realistic view of the role the media plays in the lives of 15-24 year olds.”

The second wave of research, the results of which will be released in December, will use both quantitative and qualitative techniques and will look at young people’s relationship with the media including their attitude towards advertising. Topics covered in diaries, interviews, discussion groups and questionnaires will include motivation to use, involvement with and enjoyment of different media types and brands.

The survey also aims to take examples of successful ad campaigns and look at how far advertising contributes to brand perception, the importance of creative execution as compared placement and the effectiveness of traditional advertising in comparison to sponsorship, viral email, SMS text-messaging and other new marketing methods.

ROAR: 020 7893 4136 (Charlotte Nilsson, chair of consortium) www.roar.org.uk

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