Youth insights project, combining quantitative and qualitative research, to help define a sustainability strategy for the largest British retailer Tesco. Concluded with a written report and a roundtable event with senior stakeholder and government representatives.
Background
How can you create career opportunities for young people? Start by understanding their hopes for their futures, their career aspirations, the challenges they face in achieving these, and what support they are looking for, and from whom, to help them reach their goals.
Tesco is the largest British retailer. As a part of their sustainability strategy, covering the following pillars: community, youth, food waste, they decided to launch career development initiatives for young people. But first they needed to get to know them.
Approach
Working as a Digital Account Director at Livity, our team spoke to over 1000 young people between 16 – 25 years old across the UK, discussing with them the following areas: inspiration, ambition, entrepreneurship, access to skills and opportunities.
Research methods
- Quantitative research (online survey of 25 questions) run with a research agency with the key objective of gaining statistically representative insights.
- Qualitative focus groups in London and the North West of England designed to uncover views and opinions while co-creating ideas and testing concepts.
Report and roundtable
Key insights were detailed in an informative and visually engaging report ‘Young People In Their Own Words’ aimed at Tesco senior decision makers.
The findings have also been presented during a roundtable event held in one of the central London locations, gathering senior Tesco and other well-know brands representatives, youth community leaders, young people themselves and also government representatives such as Esther McVey (Minister of State for Employment).
“As employers we talk a lot about the need to support young people, but actually having them in the room and hearing what it’s really like for them was very powerful.”
Maryanne Matthews, Head of CSR at Ernst and Young