21st Century Youth

ROAR is one of the most extensive youth projects in the UK. It is unique in that it provides continuous research into the lives of 15-24 year olds, investigating how they consume and perceive brands, their media consumption, and gives insight into key issues which affect their changing attitudes, eg. politics, money, education, sex and shopping.

A constant dialogue is maintained with 15-24s via a mix of innovative and traditional methods;

 Quantitative questionnaires
 Qualitative discussion groups
 Vox Pops
 Online discussion groups
 SMS text polling

ROAR was started in Autumn 1995, and by continually accessing the nation’s youth it offers not only a snapshot for marketers, but also aims to identify new trends and track them as they emerge.

Through the expertise of ROAR's owner (a key media owner and a leading agency), information is regularly updated and presented to the country’s top youth brands reflecting the dynamic marketplace.

The ROAR consortium has two members: Channel Four and OMD Insight. These groups all have strong interests in the 15-24 market, and have maintained their financial commitment to the project over the last 10 years