Challenge
The Drinkaware Trust is an independent UK charity committed to promoting responsible drinking and challenging the national drinking culture. One of thekey objectives of the charity is to raise awareness of the long term harmful effects of alcohol amongst under 18s. Drinkaware felt that there was a need to build on their understanding of young people and their attitudes towards alcohol to inform their Youth Strategy, and therefore required insight to reconcile a knowledge gap that existed around the most appropriate channels for communicating with this age group.
Approach
To respond to this challenge, iris Concise designed and developed a comprehensive, bespoke qualitative research methodology covering six locations across the UK amongst over 100 8-17 year-olds. The methodology consisted of focus groups within different age groups, of differing sizes to stimulate debate. A combination of direct questioning, drawing, word association and existing social messaging creative were used to stimulate discussion and help the respondents to open up, given the sometimes sensitive nature of the research topic.
Outcome
This was Drinkaware’s first proprietary research study into the youth market and as such was a focal point for the further development of their Youth Strategy. The findings have not only helped to shape the way Drinkaware talks to young people about alcohol but has also helped to drive initiatives such as the charity’s current partnership with Brook, a sexual health advice service for young people, that tackles the issue of alcohol and unprotected sex.
DrinkAware
Qual research on underage drinkers
Challenge
The Drinkaware Trust is an independent UK charity committed to promoting responsible drinking and challenging the national drinking culture. One of thekey objectives of the charity is to raise awareness of the long term harmful effects of alcohol amongst under 18s. Drinkaware felt that there was a need to build on their understanding of young people and their attitudes towards alcohol to inform their Youth Strategy, and therefore required insight to reconcile a knowledge gap that existed around the most appropriate channels for communicating with this age group.
Approach
To respond to this challenge, iris Concise designed and developed a comprehensive, bespoke qualitative research methodology covering six locations across the UK amongst over 100 8-17 year-olds. The methodology consisted of focus groups within different age groups, of differing sizes to stimulate debate. A combination of direct questioning, drawing, word association and existing social messaging creative were used to stimulate discussion and help the respondents to open up, given the sometimes sensitive nature of the research topic.
Outcome
This was Drinkaware’s first proprietary research study into the youth market and as such was a focal point for the further development of their Youth Strategy. The findings have not only helped to shape the way Drinkaware talks to young people about alcohol but has also helped to drive initiatives such as the charity’s current partnership with Brook, a sexual health advice service for young people, that tackles the issue of alcohol and unprotected sex.