The YDx Youth Knowledge Bank is an unrivalled and comprehensive repository of youth and family insights that has been developed and owned by YDx over the past 25 years.

Extensive Databank: Combines primary research, YDx’s experience in the market, and a wide array of secondary research.

Continuously Updated: The knowledge bank is constantly refreshed to reflect the latest trends, behaviours, and insights.

Bi-Monthly Surveys: YDx runs surveys with the YDx YOUTH MATTERS panel on diverse, relevant topics, ensuring we stay on top of the trends and inner-workings of this dynamic youth market.

This knowledge bank is the foundation of all our research and strategic projects. It shapes our bespoke research solutions, fuelling our ability to tackle clients' business and brand challenges effectively.

At YDx, we employ a wide range of qualitative research techniques, tailored to your brand, objectives, and the specific age group in question. We pride ourselves on providing bespoke recommendations to meet your unique needs and ensure your goals are achieved.

Our end-to-end qualitative research services span all methodologies, including:
Focus Groups: We conduct large traditional groups, mini groups, or even virtual focus groups.
In-Depth Interviews: Options include individual, dyad, or triad interviews, or a mix of these approaches.
Consumer Insight Diaries/Pre-Tasks: These are integral to many qualitative projects with youth. Young people respond well to individual reflection, especially when using mixed media like photos, voice notes, and videos.
Immersions: Immersions give brand teams the opportunity to directly engage with youth. We customize these experiences to align with each client’s needs.

Over the years, we’ve built a team of youth-focused specialists who deeply understand the relevant projective techniques and methodologies that resonate best with young people. By combining methodologies like pre-research tasks, diaries, online insight communities, ethnographic research, and youth immersions, we ensure that we unearth valuable insights to solve your business challenges.

When you need to gather more quantifiable insights through statistically sound sample sizes and primary research, YDx's youth-led expertise is ready to engage with youth audiences. We use a variety of relevant quantitative methodologies, including panel research, in-person interviews, and telephonic interviews.

1.    Ydx Youth Matters Panel
• YDx owns and manages a quality community of 15 to 34-year-olds.
• Our panellists offer quick turnaround and affordable dipstick research for brands across any topic.
• Use our panel to gain insights on concepts, packaging options, messaging, or to address burning questions your brand may have.
2.    Virtual / Telephone Research (CATI)
• Access YDx’s highly trained team of interviewers, skilled at probing even the toughest questions.
• This methodology provides cost-effective, credible, and authentic data ideal for understanding attitudes, motivations, and need states via virtual or telephonic interviews.

3.    On-the-Ground Fieldwork
• YDx has over 600 experienced field agents, covering all nine provinces. Using handheld technology, our field force connects with consumers face-to-face.
• We handle any sample size with efficiency, ease and precision.  

Desk Research
We offer specialist youth-driven desk research that combines our insight on the Millennial and Gen Z consumer with our 20-year experience in this market, and ongoing online searches to provide you with research capable of supplementing any of your project needs.

Global Web Index tracking reports
We have access to 45,000 data points that we can employ to provide you with bespoke reports on a variety of topics, including: Marketing touch points • Attitudes and lifestyle • Device ownership and access • Online activities and behaviours • Social Media Consumption • And more

Social Profiling Reports
Understand your core target segment/s through social profiling via leading cognitive computing technology. You will learn how they live, what they feel, and what they say through rich data social sources.

• Research recruitment services
• Survey Design
• Questionnaire development
• Data analysis
• Data mining of current data sets
• Report writing
• Adding layers of youth insight to existing research reports and data

Join us for tailor-made workshops based on your company’s core objectives. We recommend the inclusion of your full team, giving them a new perspective on these generations.

Millennial OR Gen Z workshop and report
We will break down the various youth segments and their core developmental stages

• Define global trends shaping the Millennial/Gen Z consumer
• Breakdown the 20 characteristic traits that shape these generations
• End off with key communication musts for this generation.

Millennial and Gen Z workshop and report
As above, but also highlighting where there are key differences between these two critically important generations.

• YDx offers a range of youth-focused reports available for purchase.
• These reports can be delivered stand-alone or alongside a combined workshop and report deck to engage your entire brand team with actionable insights.
• We also provide bespoke reports tailored to your specific needs, available on request.

Available reports include:

A. Gen Z and / or Millennials Consumer Understanding and Profiling
A comprehensive report/workshop offering an in-depth exploration of the Millennial and/or Gen Z consumer, with insights into the following areas of discovery:
• Setting the Scene on Generations: A brief introduction to the different generations, offering context to understand how older generations have influenced Millennials, Gen Zs, and the Alpha Generation.
• The Importance of Youth: Insights into their size, spend, influence, and overall significance. We provide key statistics and data on why today’s youth is a formidable force that cannot be ignored. Additionally, we explore youth life stages, highlighting varying perceptions and need states at each stage.
• 5 Key Macro Trends Shaping Youth: We define the trends that are impacting youth, unpack the five major trends, and explore how these trends influence their behaviours and motivations. These insights reveal the evolving expectations of these generations.
• What Makes Youth Tick: A deep dive into their core life views, struggles, hopes for the future, and what makes them unique (and often misunderstood). We also look at their relationship with money, education, and self-development, their sources of income and spending power, who they respect, the shift in role models, and their entertainment, music, and gaming preferences.
• Youth Characteristic Traits: This section covers 26 core characteristics defining the youth, grouped under 8 key themes. These traits are drawn from years of ongoing research into the market and provide a “checklist” for marketers to align their strategies and campaigns.
• Unique Decision-Making Process & Trusted Information Sources: We explore what youth value most in brands, their decision-making process, and the trusted (and mistrusted) channels they use when making brand decisions. This section also examines youth language and perceptions of various words and concepts.
• Youth Expectations from Brands and How to Connect: A practical checklist for brands looking to effectively connect with youth, based on their expectations and values.

B. Gen RE Youth Lifestyle & Spend Report - A Collaboration with Student Village
We explore and unpack key themes related to the lifestyle and spending behaviours of Gen Zs and Millennials in South Africa, focusing on four key sub-segments:
• Scholars (Grade 10-12)
• Students
• Working Students
• Working Young Adults

 C. The SA ProSumer Report – A Collaboration with MirrorMirror Africa
• This report provides an in-depth look into the new youth ProSumer – a consumer who not only purchases but also advocates for and critiques your brand.
• We explore the shifted decision-making processes and consumer journeys of younger generations, highlighting their evolving expectations of brands in terms of customer service and overall brand experiences.