The Nation Station is an initiative which takes a proactive approach in visiting 16-24s throughout the nation. We get the down low on what young people think about Channel 4 and a whole host of subject areas, through running focus groups. We then put together in depth reports & short video clips exploring what young people across the UK are thinking.
We welcome agency & client participation for our focus groups – please get in touch if you’re interested!
#1 Viewing Habits
In our very first Nation Station stop, we visited the University of Bristol and ran two focus groups. In this study we delved into the ways in which TV acts as a social glue amongst young people. We explore how young people are consuming video content, how they discover TV programmes and the importance of celebrity culture. Alongside this presentation, you can find three videos straight from young people discussing their TV viewing habits in more detail. Please do get in touch if you’d like the individual videos sent over!
#2 Day in the Life
A question we get asked a lot is ‘what do young people get up to?’ so we decided to give a definitive answer to this in our second Nation Station report. This report is based off five focus groups from Manchester Metropolitan University, Leeds University and Leeds Sixth Form. The report explores what young people get up to in their spare time, what topics are big talking points, how video content fits into their life day to day, their relationships with brands as well as what our 4 All the UK strategy means to students in our Channel 4 HQ hometown – Leeds. Alongside this presentation, you can find four videos straight from young people discussing these different subject matters. Please do get in touch if you’d like the individual videos sent over!
#3 Channel 4 Brand Image
This report explores what young people’s relationship is with the Channel 4 portfolio. The insights are based off two focus groups ran at our second visit to Bristol University as well as this, we put some additional questions to our 4Youth community about this area too. In this report young people reflect on what our channels mean to them, what their favourite TV programmes are and personified what our channels would be like if they were a celebrity. Alongside this presentation, you can find a short video clip straight which features young people discussing Channel 4 programming. Please do get in touch if you’d like the video sent over!
#4 Social Media
Following the launch of 4Studio – Channel 4’s new in-house digital content studio, the 4Studio commercial division will look to optimize Channel 4’s unique appeal with young viewers across social platforms, with a bespoke social branded entertainment offer. We felt it was the best time to do a deep dive into young people’s relationship with social media platforms as a result.