Eighteenz IMS: Online focus group is the way to go for youth research in Asia

Eighteenz IMS, a youth research agency in Asia, stresses that Internet is something that youth cannot do without.

(PRWEB) September 25, 2003 --One of the core groups of consumers today is the youth market, or young people from 13 to 30 years of age. While these youngsters account for more than 50% of sales in industries as varied as telecommunications, IT, FMCGs and magazines and apparels, they remain one of the least known consumers. Although they are known to be highly mobile, selective, elusive and erratic, they are targets of very little study.

To address this imbalance, Eighteenz IMS, a research outfit focusing on youth in the age range of 13 to 30, has been conducting broad research aimed at shedding more light on them and their preferences.

One of the key findings of these extensive inquiries is an increasing and overwhelming reliance on new products arising out of global technological advances, in particular the use of communications devices and channels like mobile phones and the Internet. One study conducted by Eighteenz IMS gathered that a whopping 75% of youths in Singapore spend no less than 5 hours a day surfing on their computers.

Ms Binni Ong, director of Eighteenz IMS, noted that the Internet is something that youth these days cannot do without. Indeed they are willing to part ways with their television, even their mobile phones, but not the Internet, which as one youngster puts it, keeps me informed of the world".

Currently, Eighteenz is concluding a series of in depth focus group that did not take place in traditional media of face-to-face group interviews. Instead, the chatting was done in real time internet chat room. Participants were given passwords and incentives to log into the chatroom to take part in the online focus group discussions.

Results have been very encouraging and Eighteenz IMS claimed that the proprietary online discussion system that they have created with their technology partner Singalore.com is the way to go. Ms Ong adds, Because youths are most at ease in front of their computers while in the comfort of their own homes, they tend to be very forthcoming with their comments and opinions. This allows us to collect data of great integrity and value". Currently, Eighteenz can recruit youth respondents readily from their database of 37,000.

The team at Eighteenz has between them more than 10 years of experience working with youths directly. They have helped many multinational brands in understanding youth behaviour in Asia.

For further information about Eighteenz IMS, please direct all inquiries to Ms Binni Ong (Tel: 65-6323-4117; Fax: 65-6323-1142). binni@eighteenz.com

You may also visit the Eighteenz website at www.eighteenz.com. For PR contacts, please write to jweetat@eighteenz.com

The Zeiu Group
Eighteenz IMS
32 Maxwell Road #03-08 Whitehouse
Singapore 069115

About The Zeiu Group

The group, located in Singapore, has businesses in research, logistics and fleet management. Eighteenz IMS specializes in youth research and marketing. The logistics and fleet management arm, Zeiu Logistics and Fleet Management, provides container stuffing and local transportation (below 6 tons) for an international pharmaceutical company. (Zeiu is pronounced as '
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