FROM THE CLIENT
THE RESEARCH BRIEF
Following a global surge in motorsport popularity centred around the US and UK markets, metrics show a downturn in youth engagement with evolving platform preferences and media consumption. How do you attract a new, younger generation to secure a committed future global fanbase? Are there ways to investigate new routes to connect by exploring different facets of the industry including design, engineering & technology and media?
THE METHODOLOGY
LIVE EXPERIENCE AND ONLINE FOCUS GROUP
Live race viewing and LIVE chat
Online focus group
Participants were –
Aged 18-24
From US and UK
Casual to regular levels of engagement with types motorsport per market
IN-PERSON YOUTH EVENT
UK HQ behind the scenes tour and fan experience & creative workshop
All participants to be accompanied by an appropriate adult
Participants were –
Low and regular engagement levels motorsport
Aged 14 to 18 years old
Knowing we can rely on BEAM for fantastic participants and to share their expertise on ways to improve research approaches is highly reassuring.
DELIVERED BY BEAM
THE CHALLENGES
Design – Collaborative working with the end client and agency to merge policies, procedures and best practices delivering a ‘one-voice’ approach to recruitment, participation and post-event experience for participants.
Policy – BEAM’s recently refreshed ‘Recruiting Young People and Children’ provided the project framework. It defines the moral, ethical and legal standards that BEAM holds itself, clients and stakeholders to, ensuring enforceable guardrails protecting all stakeholders through research projects.
Recruiting – The perfect under-18 participants relied on attracting the right responsible adult. Success relied upon their confidence in BEAM’s professionalism, comfort in the legitimacy of the research and trust that their child would be kept physically and digitally safe through the project. Reassurances around adaptations of the research to their child’s participation were anticipated in advance and provisioned to stem potential project withdrawal.
Solid start – Positive interactions were the starting point for securing engaged participants by –
Screening by phone or video call
Working outside the screener questions to develop natural conversation
Using age-appropriate language
Reimagining informed consent and GDPR requirements to be easily understood by a younger audience
Enough detail in the event agenda to soothe anxiety and create participant excitement
Child engagement – Speaking to the child was an essential part of the screening process, to ensure that answers were their own, and to establish excitement for the project. The ability to speak openly is a key component in successful research, particularly for focus groups and creative workshops.
Confidence – BEAM recommended the responsible adult accompany their child during the tour activities giving adults the opportunity to participate in the research experience alongside their child, easing feelings of apprehension for both participants and parents.
Chaperone – BEAM provided a chaperone to accompany 2 participants who would otherwise have been unable to take part. The chaperone met with the parents and participants for a pre-event online completed to ensure standards were met.
THE CONCLUSION
Securing engaged and excited young participants can be challenging, particularly with the added layer of securing the involvement of appropriate adults. BEAM has focused on developing processes that ensure informed consent from young people and also develops positive relationships of trust that continue through the research project.
BEAM’s experience and expertise working with young participants allowed for recommendations that would ensure that participants were as comfortable and engaged as possible, reducing the risk of dropouts and resulting in more active participation in the research sessions. The result was research that not only provided the end client with the insights they needed but also delivered an exceptionally positive research experience that was thoroughly enjoyed by the participants and their accompanying adults.
Let BEAM Fieldwork support your research project. Fill in the contact form below
or give us a call on 0161 850 9864