Will & Agency / PUBLIKUM

Thank you for a few great days ACE Producers

A few weeks ago, Rikke had the pleasure of joining over 60 experts from 25 European countries in Erfurt for the 4th KIDS Regio Forum. There, she revealed the initial findings from our large Pan-European research study, "Keeping Up With Children as an Audience." The research project is the first-of-its-kind study conducted among 374 children, aged 7-11, across 12 #European territories, and we're quite proud and excited about the study! Here are three key takeaways: 1. Being born as true digital natives in a global entertainment landscape significantly influences how young European audiences perceive and define the concept of 'film'. 2. Children across different ages and nationalities look for emotional mirroring in elevated realities, indicating that they favor a mix of genres that spark their curiosity in an emotional way. 3. Watching a film is predominantly seen as a social experience with family members, whereas watching series is something children more often do alone. Diving further into the results, differences in preferences are determined by age rather than by nationality or gender. While local nuances that shape country-specific preferences can be identified, young European audiences in fact share more similarities than differences. The rest of the insights and the full report will be published later this fall! #childrensfilm #audienceresearch #insights Photos by Steffen Becker

Here we are. In 3 locations. Completing a consumer study across 5 markets, 3 continents, and 6 time zones. Simultaneously. Will & Agency have designed and developed our own mobile ethnographic platform, which enables us to study, follow, and interact with consumers all over the world through our safe and GDPR-compliant software. We can receive responses in the form of video, text, images, etc. All handled and analysed by native speaking researchers. Oh, and our platform runs on green energy. The pattern recognition process will provide this specific client with deep consumer insights and valuable input for product innovation and communication. The insights we gain from consumers' everyday lives give us a clear understanding of their needs, barriers, and opportunities. In their natural context. Interested in the strength and efficiency of this mobile-driven approach and how it complements your research process? Or how we use AI to transcribe and perform additional sentiment-analysis on the qualitative data to provide additional insights? Reach out to Jesper Thomsen for a demonstration of how our software and methods elevate the level of insight across sectors such as FMCG, life sciences, UX, culture, transport etc. Maria Villadsen Yanzhen Luo Christine Anna Ancher Önder Çelik, PhD #research #anthropology #ethnography #digital #mobileethnography  

"Hvad mener du, hvor jeg læser henne? Jeg læser i en bog." Dreng, 13 år   Selv om mange børn og unge bruger mere end fem timer om dagen på deres skærme, deler de stadig opfattelsen af, hvad fænomenet ”læsning” betyder, med alle andre generationer. Læsning er noget, man gør i en bog! Så selv om unge læser mange tekster på bl.a. sociale medier og under gaming, er det stadig bogen, der forbindes med rigtig læsning. De unges læsning er måske nok udfordret, men vores undersøgelse for Bogpanelet og Kulturministeriet viser, at der bestemt både er interesse for bøger og udviklingsmuligheder for forlagsbranchen – måske særligt i koncepter med socialt potentiale, der formår at skabe nye fællesskaber om læsning eller understøtte de unges naturlige interesse i at finde nye aspekter af deres eksisterende venskaber. Tak til Bogpanelet og Kulturministeriet for et godt seminar i torsdags. Rapporten kan hentes via linket nederst i Kulturministeriets opslag herunder.

🚀 Yesterday, we took a bold step forward in our international film industry adventure! Since 2020, we have been working hard on the development and launch of our PUBLIKUM.io platform, and have also spent a bit of time helping over 80 film projects in 10 countries with audience insights for script development, pitching, positioning, and distribution. But it's not all work and no play! Yesterday, we celebrated our global premiere as party organizers in Cannes, hosting over 250 guests at a stunning garden party. This event was made possible through a fantastic collaboration with our Dutch friends from Bind Film, Filmmore - Visual Effects & Post Production and Sound Adventure. Huge thanks to Joram Willink, Maaike Neve, Rosalien Hollestelle, Remco Mastwijk, Fleur van Eldik, Jesper Olyve, Lars Tversted, Rikke Flodin, Jesper Thomsen, Niels Alberg One small dance step for man, one giant leap for Publikum 🚀

🚀 Yesterday, we took a bold step forward in our international film industry adventure! Since 2020, we have been working hard on the development and launch of our PUBLIKUM.io platform, and have also spent a bit of time helping over 80 film projects in 10 countries with audience insights for script development, pitching, positioning, and distribution. But it's not all work and no play! Yesterday, we celebrated our global premiere as party organizers in Cannes, hosting over 250 guests at a stunning garden party. This event was made possible through a fantastic collaboration with our Dutch friends from Bind Film, Filmmore - Visual Effects & Post Production and Sound Adventure. Huge thanks to Joram Willink, Maaike Neve, Rosalien Hollestelle, Remco Mastwijk, Fleur van Eldik, Jesper Olyve, Lars Tversted, Rikke Flodin, Jesper Thomsen, Niels Alberg One small dance step for man, one giant leap for Publikum 🚀

It's day 3 of #CelebratingYouth! Today we're looking at how the online world affects our young generation. Last year, in collaboration with TOOLBOX FILM APS, we conducted an audience survey among Danish 13-14-year-olds for a series exploring a 14-year-old's double life. When talking to Danish teens it's clear that they are preoccupied with how they look, what others think, and their identity in general. They feel pressured and spend a lot of time thinking about performing as a student, a child, and a person full of changes. In these tough years, 13-14-year-olds need an escape from their everyday life - and they find it online. As one of the participants said: "Sometimes it's nice to have a place where you can be someone else. Online, you can spice up who you are." Especially Snapchat is a big deal for Danish teens. Several young people told us that on social media platforms, they can be someone other than at school for example. The online space allows them to embellish themselves - by being more polite, and cooler, trying to impress, writing sweet things, and having more friends and flirts at the same time. What do you think about teenagers using online platforms to "spice up" their identity? #youth #socialmedia #onlineidentity #audienceresearch Stay tuned for more insights on our young generation!

It's day 2 of #CelebratingYouth! On Monday, Kulturministeriet and Bogpanelet published our report on the reading culture of children and young people. That's why today's focus is #reading. Did you know that among young Danish TikTok users, the hashtag #booktok is used 5 billion times more than #painting, #yoga, #baking, and #puzzle combined? In a world of screens books still offer a mental escape where children and young people can immerse themselves and explore other worlds. And even though our young generation has a large digital presence, they still associate reading with books and paper. As one 13-year-old boy says, "What do you mean where I read? I read in a book." To understand the reading habits and interests of the younger generation, we visited schools and institutions across Denmark, engaging directly with 7-18-year-olds. We gathered valuable insights from 170 children and young people across Denmark. Furthermore, we explored how digital reading communities like BookTok shape reading choices as they age. Through our insights, we learned that reading is a journey. Young children are excited when they first learn to read, but their interest drops in their early teens. However, it quickly rises again in their later teenage years. Young people have the motivation to read, but they need time, and the content needs to be relevant and exciting. Want to learn more about children and young people's reading culture? Read more about the report here: https://lnkd.in/dGgN-Zyj  (DA). Or take a look at the Ministry of Culture's press release on the study here: https://lnkd.in/d7njCjt7 (DA). Stay tuned for more insights on #CelebratingYouth!

We are celebrating alongside 13-14-year-olds all across Denmark as they enjoy their confirmations and non-firmations! We want to seize this joyful moment to kick off a series of posts, sharing insights from our young generation, stemming from projects we’ve collaborated on with these remarkable youths over the past few years. We’ve already shared the initial insights earlier this week at the “With The Youth in Focus” applaus seminar. Here, Niels Alberg presented three cases on analysis and audience development with children and teenagers, focusing on projects in film, literature, and theater. Each case provided valuable insights into understanding and co-creating with this lively demographic. Join us over the next few days as we delve deeper into the lives, habits, and interests of 13-14-year-olds, aiming not only to celebrate but also to gain a better understanding of them! #CelebratingYouth

🚀 🎶 Undersøgelse af børn og unges fritid: Hvad skaber appel, relevans og aktualitet for børn og unge i dag? På vegne af Danske Musik- og Kulturskoler og OrkesterMester har vi haft fornøjelsen af at undersøge, hvordan børnemålgruppen oplever at være en del af OrkesterMester, og hvilke interesserer, der driver deres fritidsliv. Lasse Yde Hegnet og Rikke Flodin havde æren af at præsentere de første indsigter fra undersøgelsen til OrkesterMesters netværksdag i februar. Her kunne vi blandt andet dele, at når børn i alderen 9 til 12 år vælger fritidstilbud, handler det primært om oplevelsen af at blive bedre, det sociale element og udfordringer. Derudover er medbestemmelse også afgørende for at skabe ekstra spænding og engagement. Samtidig viser undersøgelsen, at børn generelt er åbne for at prøve nye ting, men også efterspørger frihed i deres fritid, fordi de fleste oplever at have planlagte aktiviteter hver dag. Derfor er konkurrencen om børnenes tid og interesse intens. Resultaterne af undersøgelsen skal hjælpe OrkesterMester og de involverede lærere og skoleledere med at skabe musikalske tilbud på skolerne, der fanger børnenes interesse og på sigt fastholder dem i musikken. Vi glæder os til at dele flere af resultaterne med jer! 🎉  #Fritidstilbud #BørnOgUnge #MusikalskeTilbud Lotte Trangbæk og Maja Joss-Børch.