UK Firm Rolls Out 'State of the Youth Nation' Tool

London-based research firm YouthSight has launched a tracking tool called SYN, to help marketers understand the behaviour of those in the 16 to 24-year-old age bracket.

YouthSight, which is based in Shoreditch, offers research among the youth, student and young professional sectors, and runs the 124,000-strong OpinionPanel community. Two years ago, the company spun off its co-creation tool Bright Young Minds into a separate business, using the resources of OpinionPanel to offer brands and creative agencies the chance to collaborate with the 'top 25%' of skilled young people.

The new SYN (State of the Youth Nation) online dashboard will show the latest trends and behaviour of young people in the UK, including spending habits, media usage, career aspirations and lifestyle decisions. Based on 6,000 interviews with UK 16 to 24-year-olds annually (1,000 interviews every two months), YouthSight says SYN is the first dashboard tool of its kind to track the story of UK youth in such detail. The product includes quarterly briefings and in-house presentations from the company's researchers, who will highlight trends and latest findings.

Josephine Hansom (pictured), Head of Youth Research and Insight, explains: 'Through the dashboard we're communicating the true emerging story of a generation, revealing young people's lives right now and tracking them every two months on an ongoing basis. SYN is a tool with immediate and obvious applications for a large range of clients, from FMCG brands to retail, to charities, travel, government and media'.

Web site: www.youthsight.com .