Emerging Research Methods: Five generations of research innovations [INFOGRAPHIC]

Tuesday, September 04, 2012

Our latest infographic is based on information we shared at our most recent Future Forum Breakfast event. (it's not too late to register for the final breakfast in November!) 

Here we explore the various research methodologies across time, categorised by the generations that they really took off. From the more classical approaches to research such as pen & paper surveys during the Builder generation, to apps, tablets and smart phone technologies in the current Gen Z and Alpha generations.

As researchers, we're excited about the research methods yet to be discovered...!

Emerging Research Methods: Five generations of research innovations infographic | McCrindle Research

For a copy of the presentation from the most recent Future Forum Breakfast event, please click here.

Introducing: The Australian Communities Forum [EVENT]

Friday, August 31, 2012

Whether you’re part of a community-based organisation, a charity, a government agency or a commercial organisation with a community focus, the Australian Communities Forum will deliver to you and your team essential analysis and strategies.

The day will start with a session on Communities Defined -  a snapshot of the Australian Community and our diverse communities. This will help set foundation to understanding your specific community in the greater Australian context and where we are at as a nation.

Session #2 Communities Engaged will explore case studies and strategies to empower and engage with local communities. The session will look at methodologies to engage your local and greater community, highlighting social media and branding strategies.

Communities equipped will be an ideas marketplace where experts will share useful skills and practical tips. Get ready to put your thinking caps on and come ready to soak up innovative ideas.

Finally, Communities Inspired will equip you to think about your next steps. A future forecast, community forum and summary session with a focus on planning for the future.


This one-day event will provide a demographic and social overview of Australian communities, it will equip leaders with resources to better connect with communities, and uniquely it will facilitate networking opportunities across the commercial, not-for-profit and government sectors. 

The Australian Communities Forum will deliver the latest information in an interactive format, with innovative local examples, and the sharing of great ideas.

Friday 16 November 2012   |   9am-4pm

The Star Room
Level 6, The Imax Theatre Complex,
31 Wheat Road, Darling Harbour

Ticket price: $495 each | Group price (2+): $345 (save $150 per ticket)
Includes full attendance, all meals, handouts and digital resources.

To register, simply call us on FREECALL 1800 TRENDS, email info@mccrindle.com.au, or register online here.

Looking forward to seeing you there!
The McCrindle Team

Father's Day 2012: From House-Hubbies to On-Duty Dads, Australian fathers are actively parenting

Thursday, August 30, 2012

Father's Day Australia 2012 | McCrindle ResearchAussie dads are a diverse bunch. From workaholics to house-hubbies, McCrindle Research has crunched the statistics on what fatherhood looks like in 21st Century Australia... including what presents dad should expect to receive this Father’s Day!

A snapshot of fatherhood in Australia

20% of Australia’s population is made up of dads. There are approximately 4.6 million dads in Australia, with an estimated 2.2 million dads currently with children aged under 18. Of these, approximately 156,000 are single-parent fathers, who look after 228,000 children, which averages at 1.5 kids for each single dad.

Stay-at-home dads

ABS figures show that in Australia there are approximately 144,000 stay-at-home dads with dependent children. This means that of the 4.4 million dependent children in couple families where one parent is employed full time, 3% have a mother who is employed, while the father is not.

Fatherhood - a later life pursuit

There is certainly a trend of fatherhood becoming a delayed life stage, with the average age of a new father now 33.1 years of age! The Northern Territory and Tasmania are home to our nation’s youngest dads, with the median age of fathers at 31.5 and 31.7 years respectively at the child’s birth. However, Victoria and the ACT have the oldest dads, with a median age of 33.7 years at birth.

Time spent fathering the same...but roles are a-changing

While fathers spend roughly four hours a day caring for their children (the same in 2006 as it was 11 years before in 1997), the role of the father has significantly evolved. In a study conducted by McCrindle Research in 2010, it was uncovered that men under 30 are less likely to be adept at building a cubby house, fixing a tap or a punctured tire, but more likely to be able to change a baby’s nappy, bake a birthday cake, wash clothes and drop the kids off at school. In comparison, mum’s spend 8.5 hours caring for their children, up from just under 8 hours in 1997.

Work hard for the money

Our nation’s men are more likely to feel their work and family responsibilities are out of whack, with 16% saying these are rarely or never in balance (ABS, 2007). This could be due to the fact that men with chilren do not work any less than men without children – that is, 42 hours per week on average. This shows that while our dad’s are working hard, they still greatly value time with their greatest asset - their children.

Googling the perfect present

Interestingly, Google search trends show “Father’s Day” was one of the most popular searches in Australia... in June 2012! Rather than it being about shoppers getting in early, this shows the globalisation of these events, as America’s Father’s Day took place on June 16.

For those who got the date right, we can see some interesting trends in what presents people are considering for their dads. By using Google analytics and exploring what Australian’s are googling in the ‘shopping’ category recently, we’ve seen some interesting trends:

  1. One search term trending at the moment is for GPS navigation devices. This shows that perhaps dads today, though evolving in many ways, still share one fundamental attribute... that is, they’d still rather not stop and ask for directions!

  2. Soccer is rising in popularity in Australia and perhaps a dad or two is looking to get on field, with a sporting retailer specialising in soccer supplies at the top of the search list.

  3. Hardware and outdoors supplies are popular at the moment, with a supplier of this traditional choice in the top ten search trends in Australia at the moment. 

  4. For the rev-head dad, we are also seeing a car merchandise supplier in the top ten.

  5. The traditional ‘socks and jocks’ approach seems to be going up a level with the advent of online shopping and our good exchange rate of the moment. Over the past week we have seen ‘shoe size conversion’ trending in Google search... get ready dad to receive some fancy European loafers or German Birkenstocks!

References: ABS, McCrindle Research, Google Analytics
Download the PDF here.

Moving research from cost to profit [VIDEO]

Thursday, August 30, 2012

Here at McCrindle Research we are focused on delivering outcomes to ensure that research isn’t a cost factor but a revenue generator. More than Market Research, we are commissioned by some of Australia’s largest organisations to conduct Social Research to equip them to understand the community, Segmentation Analysis to assist them identify new customers, and Strategic Research to help them know the times. Check out the video below.

Head to the following pages for more information on what we do and a glimpse at our most requested research packs.

The history of global brands and influences in Australia

Monday, August 27, 2012

The key to understanding the 21st century Australian consumer is to explore the historical context of global brands and their influences on the Australian market. In the 1960s to 70s, the Australian market was heavily influenced by American branding, such as the influx of fast food chains (e.g. McDonalds, KFC, Pizza Hut) as well as Coca-Cola and IBM. The British influence at the time was also quite strong, with classics such as Lipton and Mini Cooper.

History of global brands in Australia - 1960s-1970s

During the 80s and 90s, the Australian market saw the emergence of even more international brands, with a strong influence from Japan and Korea. Japanese and Korean electronics and technologies became households names through items such as gaming consoles (Nintendo NES) and mobile phones (Sony Ericsson). Vehicle and motor brands were also heavily influenced by these Asian nations with a rise in Hyundais, Toyotas and Kias.

History of global brands and influences in Australia: 1980s - 1990s

The 21st century Australian market is a conglomerate of international brands, with influences from all continents and regions of the world. We have seen strong connections between the Australian consumer and various brands and influences from previously ‘dormant’ countries such as Mexico, Spain and the UAE (e.g. Havaiana’s, ZARA, Emirates, middle eastern food outlets). Recent times have also seen a strong push from some of the relatively quieter Asian countries such as Taiwan (e.g. HTC, ASUS, tea chain outlets – Cha Time & EasyWay), and a stronger salience of Korean culture (i.e. frozen yoghurt chains and K Pop).

History of global brands & influences in Australia: 21st Century | McCrindle Research

Stay tuned for more blogs on topics covered in our most recent Future Forum breakfast. For more information about our final breakfast, Achieving Cut-through: communication tactics for message-saturated times, please head to our Future Forum site.

Future Forum Breakfast #2: Engaging with the global consumers [Event Snapshot]

Friday, August 24, 2012

Our Future Forum Breakfast Series #2 was a success this morning, as we heard from Mark McCrindle and Adam Penberthy, with a cup of fine tea in one hand and a selection of breakfast canapés in the other.

Mark McCrindle spoke about understanding the influences and trends which shape how we communicate and effectively engage 21st century consumers. 

One of the areas discussed was the growth and change in global connectivity and communications. Operator-assisted calls, telegrams, IDD calls, pagers and fax machines characterised communication for the Builders and Boomers. For Gen Xers, communication was done through other modes such as mobile phones (who can forget the Nokia brick phones), Hotmail, Netscape Navigator, backpacking etc. Moving along to the younger Gen Ys, communication has been executed through SMS text messaging, cheap and easy flights for students, collaborative information in Wikipedia and e-readers.

In more recent times, we've seen a wealth of emerging social media trends with the popular Facebook, Twitter and YouTube. Sharing all things once deemed private, such as personal preferences, grievances and obsessions - platforms which allow a broadcasting of the individual to their peers and greater public, have been gaining momentum. These include sharing pages, pics and interests on Pinterest, to complaining about a hair in burger on Eatability, to checking in at Club "ihopethismakesmelookpopular" with 15 tagged friends. Peer-driven validation has always been a shared trait, and the emergent trends in communication have capitalised on this.

That was just one of the various topics discussed this morning. If you are interested in looking at Mark McCrindle's presentation slides, please download them here.

Our final Future Forum breakfast event of the year "Achieving cut-through: Communication tactics for message-saturated times" will be held on Friday the 2nd of November. Tickets are $79 each or $59 for 3+. Click here to register!

We hope to see you there!

The McCrindle Team.

A World of Generations [INFOGRAPHIC]

Thursday, August 23, 2012

The average age of national populations varies from 15 in some developing countries to over 45 in some "old world" countries. Similarly the average age across the world's continents varies significantly. From Baby Boomer Europe to Gen Xer USA, from Gen Y South America to Gen Z Africa: welcome to our multi-generational world.

Click here to download the PDF.
Click here for the image in a higher resolution.

A world of generations - Global median ages map | McCrindle Research Resource

Source: McCrindle Research, CIA World Factbook 2009

Generations Defined: 50 years of change over 5 generations [RESOURCE]

Wednesday, August 22, 2012

McCrindle Research resource - Generations Defined Sociologically

In just 50 years Australia has been transformed through the transitioning generations. From the Builders Generation who literally and metaphorically built this nation after the austerity years post-depression and World War 2, to the Baby Boomers who redefined the cultural landscape, to Generation X who ushered in new technologies and workstyles, and now to Generations Y and Z who in this 21st Century are redefining lifestages and lifestyles.

In one generation we’ve gone from colour TV to internet TV, from roller skates to rip sticks, from top-down leadership to user-generated content and from long-term savers to lifestyle debt.

If you want a full overview of 50 years of change across 5 generations then this 1-pager is for you.
Click here to download the PDF. Enjoy!

And if you want to get a more in-depth overview, join us for our Future Forum Breakfast, 7am this Friday at the QVB Tea Room in Sydney. FREECALL 1800 TRENDS (1800 873 637) to register now.

Connect with the global, digital, multi-generational, value conscious consumer

Monday, August 20, 2012

McCrindle Research presents the Future Forum Breakfast Series event, 21st Century Customers, engaging with the emerging global consumers this Friday at The Tea Room, QVB in Sydney.

Consumers today are not just regional or national, but global. It's no longer just about the Boomer or Generation X customer, but now also about Generations Y and Z. It's not just about the traditional aspirational consumer but the value-conscious, price comparing shopper. It's not just about the conventional store fronts but now also about connecting digitally with the online consumer, who are focused on value, are connecting globally, are influenced by new brands and who are harder to track and connect with than ever before.

Australia's digital communications expert Adam Penberthy will be joining us and will be talking about connecting with the younger generations, and Social Researcher Mark McCrindle will be speaking about demographic, social and household budget changes and connecting with the emerging market segments. Don't miss out on this highly practical event!

Call us to register now: FREECALL 1800 TRENDS (1800 873 637) or register online here: http://mccrindle.cart.net.au/store/mccrindle-events/ 

Boomerang Kids - The trend of adult children living in their parents' home [MEDIA]

Wednesday, August 15, 2012

Aussie Baby Boomer parents are experiencing a growing trend where their adult children are staying at home. In a society where cost of living is increasing, the parents' home is often a fall-back option.

Mark McCrindle appeared on Today Tonight last night to shed some more light on this subject. For a generation with more lifestyle debts, travel more & spend more on technology, the savings that come from living at home is a good incentive!

Watch more clips on the McCrindle Research YouTube Channel.

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