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Festival Republic launch mega youth survey
By CMU Editorial | Published on Monday 16 February 2009
Festival Republic are launching a new youth research programme around its flagship Reading and Leeds festivals to be called Sixty Thousand Voices.
The programme will see the festival promoters or, more likely, their research company partners Crowd DNA asking 60,000 16-24 year olds who come to their August Bank Holiday festivals various questions, both onsite and online before and after the event, so that brands, and especially those operating in the music space, can get a better understanding of the youth market.
I can probably tell you everything you need to know without speaking to 60,000 young consumers, but not everyone can be as brilliant as me. Though the cynic inside me predicts the mega survey will discover that brands are best off sponsoring major music events taking place in Reading and Leeds or elsewhere in the Festival Republic if they want to engage young consumers, though I’m trying to suppress Mr Cynic, so suggest you don’t listen to anything he says. Listen to these people instead.
Commenting on the research venture, Festival Republic Sponsorship Manager, James Kent told CMU: “In the current climate brands need to work harder to ensure their music sponsorships deliver for them. Sixty Thousand Voices will allow them to engage in a long-term dialogue with a key demographic, and as a result help inform those aspects of a campaign that will really deliver return on investment”.
Crowd DNA MD Andy Crysell added: “This is a fantastic opportunity on a number of levels. We have a huge sample of 16-24 year olds to research; also the scope to develop really innovative methodologies and compelling ways to bring the insight to life. Moving beyond traditional approaches to insight, we’re looking to develop techniques that allow us to kick-start a potent two way conversation with the audience. The connection between music and brands is well established, but the time has come for fresh ideas and new perspectives to come to the fore, and Sixty Thousand Voices has a major role to play”.
