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Adjust Your Set launches major new research initiative: Youth State

Today, Adjust Your Set is delighted to announce the launch of its brand new tracked research project: Youth State.

With a report published once every six months, Youth State explores youth culture in the UK. We recognise the challenge in trying to connect authentically with the complex youth market, so this research delves deep inside the heads of 16-24 year olds to find out what they’re really thinking.

Throughout the project, we will track empowerment, an important and relevant subject for those negotiating the transition into adulthood and encountering greater responsibility and independence. We have questioned young Brits about the influence of, and their influence over, a number of factors including education, relationships, politics and technological advancement.

This first report also investigates the true identity of this age group. We have sought to get to know them on their own terms, to understand how they define themselves and what is really important to them. This research uncovers their values, the people they admire (as well as those they really don’t) and their opinions on how they are represented in the media.

Using a rigorous blended methodology of quantitative and qualitative research bolstered by expert contributions, Youth State sets out to help brands to engage and communicate with young consumers in a meaningful and valuable way.

To find out more, please read the full report for free here.