The Sunday Times Generation Next Study - the biggest-ever survey of South Africa's tweens - has clarified some of the mystery surrounding this grouping, according to study co-ordinators Hot Dogz Incorporated.
The Generation Next study used a population sample of 2 500 tweens to investigate several lifestyle issues as well as brand awareness in this age group.
Liesl Loubser, CEO: Hot Dogz Incorporated, says the study has yielded incredible insights into this elusive market segment: "Today's tweens represent a major proportion of tomorrow's adults. This means that companies and their brands should be endeavouring to understand this market segment now, so that appropriate success - if not survival - strategies can be planned for the future.
"In essence, a brand preference study identifies the preferred brands of a young respondent, as opposed to a recall or awareness study. As such, it excludes the direct influence derived from parental choices and access; the preferences represent the unrestrained potential, future choice as opposed to that dictated by the home environment," explains Loubser.
The results of the study will be published in a dedicated supplement in the Sunday Times on April 24, with a copy of the full report available on mail order through Hot Dogz Incorporated thereafter.
In addition, the insights revealed by the qualitative survey will be revealed at a Generation Next Study Workshop, to be held at Monash University on May 11, 2005.
"We're very excited about the results and are confident that companies and brands will be able to interpolate the information to the benefit of their respective business models," says Gisele Wertheim Aymes, GM Advertising for Sunday Times and Johncom Media.
"Although it certainly does not provide all the answers, this study has undoubtedly clarified some of the mystery surrounding the next generation and should provide a solid platform on which to build a greater understanding of tomorrow's market."
