SBS Metropolitan Youth study

Peter Behrends
SBS Broadcasting, Netherlands

Matthias Steinmann and Knut Hackbarth
Telecontrol Group, Switzerland


Knowing the behavior and the needs of teenagers is a difficult task for broadcasters. Young people are difficult to attract for participation in research surveys. High incentives have to be paid to recruit a representative sample of teenagers. Additionally, young people are not known to have the best compliance when observing the tasks they have to do for a market research survey (filling in questionnaires, noting daily activities in a diary, following instructions on how to complete certain tasks). Youngsters are highly motivated, but lose interest very quickly and do not care much about the objectives of the interviewer who has to complete his data set.