Gen Y China: creating a report on young people
at work in an emerging world power
Client: Hays International Recruitment
Background
Hays Recruitment had started a series of reports based on questionnaires sent to young people between the ages of 18 and 35 in the UK to explore their attitudes to work. As a major international recruitment agency, this information was potentially useful to its own staff not only for their background knowledge of the markets in which they worked but also as a marketing tool with potential clients.
The report covering the UK had been produced. Hays had carried out a survey in China - an extremely important developing market. Headline Media was asked to produce a report based on the findings as the next in the series.
The challenge
The questionnaire had been compiled with a view to collecting detailed information. However, there was little logic in the way the questions had been ordered and there had apparently been little thought as to how the information would translate into usable themes. The challenge was to take a mass of information and turn it into a readable report.
The project
The survey had been carried out using the same questions as for the UK and grouped within the same very broad themes. Headline Media saw the first challenge as finding ways to make the findings fit within these themes.
Some findings based on survey information clearly contradicted others and it was necessary to explain these. With a broad understanding of the issues, and by carrying out some further research, Headline Media was able to "square the circle" by offering explanations for apparently contradictory findings (eg young Chinese people are relatively traditional in their thinking but want the benefits of greater personal wealth).
Headline Media grouped the questionnaire information under the six headings we had been given and identified key messages for each. Brief, readable commentary was produced, referring to the data in the report and accompanied where appropriate with graphics.
Meetings and email correspondence took place with the client to clarify issues.
When drafting was complete and agreed with the client two further supporting sections for the report were produced: a foreword by the group HR director and a summary of the findings.
Outcomes
The report was produced and was successfully used by the client in its marketing activities. It gained media coverage in China as well as the UK and other geographies.
at work in an emerging world power
Client: Hays International Recruitment
Background
Hays Recruitment had started a series of reports based on questionnaires sent to young people between the ages of 18 and 35 in the UK to explore their attitudes to work. As a major international recruitment agency, this information was potentially useful to its own staff not only for their background knowledge of the markets in which they worked but also as a marketing tool with potential clients.
The report covering the UK had been produced. Hays had carried out a survey in China - an extremely important developing market. Headline Media was asked to produce a report based on the findings as the next in the series.
The challenge
The questionnaire had been compiled with a view to collecting detailed information. However, there was little logic in the way the questions had been ordered and there had apparently been little thought as to how the information would translate into usable themes. The challenge was to take a mass of information and turn it into a readable report.
The project
The survey had been carried out using the same questions as for the UK and grouped within the same very broad themes. Headline Media saw the first challenge as finding ways to make the findings fit within these themes.
Some findings based on survey information clearly contradicted others and it was necessary to explain these. With a broad understanding of the issues, and by carrying out some further research, Headline Media was able to "square the circle" by offering explanations for apparently contradictory findings (eg young Chinese people are relatively traditional in their thinking but want the benefits of greater personal wealth).
Headline Media grouped the questionnaire information under the six headings we had been given and identified key messages for each. Brief, readable commentary was produced, referring to the data in the report and accompanied where appropriate with graphics.
Meetings and email correspondence took place with the client to clarify issues.
When drafting was complete and agreed with the client two further supporting sections for the report were produced: a foreword by the group HR director and a summary of the findings.
Outcomes
The report was produced and was successfully used by the client in its marketing activities. It gained media coverage in China as well as the UK and other geographies.