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About the Study- Tech Gene

About the Study- Tech Gene

Youth is a life-stage and not just a state of mind. Feeling young at heart is very different from actually living through that decade. Besides, youth today is not just one in a billion, but the whole billion. They move in groups, and the best way for brands to catch and keep their attention is to appeal to the collective itself. This is why in 2012, MTV decided to explore the changing definitions of the power of one.

The objective of MTV’s Power of One study is to understand the psyche of this young pack that moves together. This study focuses on the value drivers of the youth, especially in today’s digitally connected world. The study explores their need to establish their own identities, combined with the desire to stay connected to the youth universe. MTV dug deep into their minds to find out trends among the individualistic youth (their ambitions, aspirations, icons, insecurities, etc.), while probing their perspective on collective existence and youth causes (individual, social and environmental issues). Further, the study attempts to reveal the method in the madness that forms trends and fads in the young universe. The ultimate goal is to understand whether the youth today are really as powerful as a collective or is it simply perception without a base.

The quantitative study included 5000+ SEC A respondents between ages 15 to 24 years. These respondents were picked across 31 cities viz. Delhi, Mumbai, Bangalore, Hyderabad, Chennai Kolkata, Ahmadabad, Pune, Thiruvananthapuram, Lucknow, Jaipur, Surat, Indore, Chandhigarh, Kanpur, Bhopal, Vadodara, Patna, Jallandhar, Nagpur, Meerut, Ludhiana, Allahabad, Amritsar, Rajkot, Agra, Nashik, Gwalior, Kota, and Jabalpur. MTV partnered with Juxt Consult to administer a detailed quantitative questionnaire that was submitted online.

The qualitative aspect of the research included same gender and mixed gender focus groups, ethnography, video diaries, participant observations, peer group discussions, and social media audit. The qualitative study covered 150+ respondents across 4 cities in India viz. Mumbai, Delhi, Kolkata and Lucknow. MTV partnered with Third Eye Qualitative Researchers to conduct the qualitative study for this project.

Apart from this, to add perspective, we have also included (where relevant), some data from our researches from past years.