Firms to Extend 'Youth in Australia' Analysis

In Australia, Sweeney Research has linked up with youth communications agency Lifelounge Group to extend the reach of the latter's report into young adults in Australia - Urban Market Research (UMR).

Since UMR's launch six years ago, more than 10,000 surveys have been conducted, overlaid with a wide range of one-to-one interviews with opinion leaders from around Australia.

'Young Australians are often characterised in stereotypical ways, and through the UMR, we've always sought to view them through a different and more subtle lens,' explains Lifelounge Group CEO Don Appel. 'Sweeney will add to our approach that taps into the young adult psyche and reveals tangible outcomes about what motivates and influences their attitudes and purchasing behaviour.'

The firms say that their collaboration will deliver to marketers insight that can be used at both a macro trend level and at a micro level within the context of their own business.

Sweeney Research CEO Marc L'Huillier adds: 'Through their day-to-day business and global connections, the Lifelounge team are in tune with what young adults are into. We can explore that against what we're seeing in the broader population to identify what marketers should be thinking about and focusing on to stay ahead.'

With offices in Sydney and Melbourne and a team of more than 70 full-time staff, Sweeney Research is online at www.sweeneyresearch.com.au while Lifelounge Group is on the web at www.lifeloungegroup.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.