A series of focus groups and a social media competition were held to gain feedback from each of the groups. We needed to understand what made young people tick, what excited them and how best to talk to them. From this research we learnt that digital and face to face interaction was the most effective way to get them to sit up and listen.
However, merely having the medium to talk to them wasn’t enough we also needed to speak their language and use visuals that they could relate to. This led to some very interesting mood boards being created and, believe us, when we say what excites a 40 year old parent is nothing like what motivates an 18 year old and don't even ask what we found about the early teens!
We’ve not used the term ‘buyer’ for a long time but we soon came to realise that this is the most commonly understood term outside the procurement community. We also learnt what their priorities for career satisfaction were and, much to our CEO’s delight, realised that influencing ethical trade was pretty high up. Travelling the world, spending other people’s money, buying big things were all phrases that would conjure up an image of what procurement is about, whilst appealing to the issues that came out of our focus groups. Finally, we had some answers and a brief that our designers could work to.