Targeting the right audience at the right time
At the height of the financial crisis in 2009 Qa investigated how much young people knew about money, their attitudes to saving, and financial institutions in general. Since young people are often reluctant to take part in research, it was decided that the best strategy was to approach them at an event for under-eighteens held at ‘Embrace’ nightclub in Sheffield.
What questions did the researchers ask?
The quantitative research covered a number of topics, from the extent to which young people save money, to their preferred way of opening a savings account, the factors which most influence young people’s choice of bank or building society, whether they thought banks were trustworthy or not, and when they expected to buy their first home.
113 questionnaires were completed with 14 – 17 year olds during a one-hour period.
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