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Case Study

Shaping the future of youth in Singapore

Positioned under the Ministry of Culture, Community and Youth , *SCAPE aims to motivate and empower youth to realise their potential.

Partnering with Isentia, *SCAPE wanted to uncover the unmet needs of Singapore youth in entrepreneurship, music, dance, arts and e-sports.

Client
*SCAPE (NFP) Download Case Study PDF
GOLD AWARD WINNER - AMEC 2019 Awards

The challenge

 

The notion that the youth of Singapore are changing traditional assumptions about what young people care about is what drew *SCAPE to collaborate with Isentia.

*SCAPE wanted to know what Generation Z and young millennials would be interested in so that they could find a way to connect with them.
However with this large scope and as a not-for-profit with a limited budget, *SCAPE needed a different approach to traditional primary research methodologies, such as focus groups or online surveys.

Our approach

We began by looking at *SCAPE’s positioning against key players in different spaces that matter to the youth of Singapore. These spaces include careers, art, performance, e-sports and entrepreneurship.

We also explored what Singaporean youths are looking for or are concerned about across trending conversations. We modelled these conversations through a Natural Language Processing (NLP) algorithm and qualitative analysis to develop insights and recommendations for *SCAPE.

Ultimately there were 3 steps to bring the best of machine learning, analytics and qualitative research together.

Big data acquisition from social media

We were interested in trending conversations, hence, we went for social media data from last 6 months, from a total of 4,355 Singapore-based online channels including including Hardwarezone Forum, public FB pages, Instagram and Twitter.		  Text processing, clean-up of any brand-generated content and ML algorithms

Before any text processing, our analysts verify manually a sample of posts to ensure data relevancy and accuracy. Post this, we modelling how your SG youths talk on social media with N-Gram natural language model.		 N-Gram generated trend cloud is analysed through a qualitative deep dive

The machine learning model discovered patterns (trends) within the huge volume of posts. Our team analysed these results and produced insights for white spaces across careers, art, performance, e-sports and entrepreneurship for *SCAPE.

Outcomes

*SCAPE has become a platform for fearless entrepreneurial endeavours, embracing ideas from niche areas like music, art, film & gaming.

Key findings

The fear of failure that thwarts the entrepreneurial spirit: It’s not that Singaporean youths are not entrepreneurial, their risk appetite to take chances while launching a business is low. This stems from the fear that friends and family may frown upon them in case they fail.
Singaporean youths were looking for non-tech business ideas in the arts like forming an e-sports group for professional gaming, and opening boutique photography studios.

These insights formed the basis of Isentia’s recommendations and informed *SCAPE’s strategy to relaunch themselves as the authority on youth voice in Singapore, repositioning themselves.

The Isentia team has gone above and beyond to provide *SCAPE with a comprehensive coverage of the established, and emerging categories and modes of youth engagement. The insights have been invaluable to the team in carrying out their various programmes and also to the management in terms of identifying future areas of development in the youth scene. Kudos to Isentia for their thorough research, personalised service and professionalism in attending to all our requests.
Haslina Hassan
*SCAPE Strategic Planning
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24th May 2019 

Global recognition for Isentia at 2019 AMEC awards with golden wins to take home

Sydney, Australia – Isentia (ASX: ISD) has cemented its global leadership in research, measurement and insights by winning five awards at the 2019 AMEC International communication Effectiveness Awards, announced in Prague. 

The AMEC Awards celebrate the exceptional work and accomplishments of research, measurement and analytics for businesses and government campaigns. For the fifth consecutive year, Isentia has picked up numerous awards for work with clients, including golds for Most impactful client recommendations, Best measurement of consumer communications, Best measurement in the public and not-for-profit sectors and Best use of integrated communication measurement/research categories. 

Isentia Chief Insights Officer Khali Sakkas said the award wins highlight the strength of Isentia’s team and its innovative work in partnership with clients in Asia Pacific.

“AMEC is the only truly international awards in the measurement space. Winning these accolades in categories for most impactful, and best integrated communications research highlights Isentia’s strength as a global player in research and measurement,” she said. 

“Our unique approach, in blending technology and our people’s in-depth experience, is what makes us different and ensures we discover the most impactful insights for our clients. I couldn’t be more thrilled that our pedigree in research and measurement has been recognised by the industry.” 

Isentia CEO, Ed Harrison, said, “I’m very proud to be leading a team of this calibre that continues to shine on a global scale. These accolades come at a time of great transformation, focused on delivering world-class, market-centric products and innovative technologies to ensure we remain leaders in the global insights and measurements industry.”

The awards were presented overnight at the AMEC Global Summit on Measurement in Prague, the key global conference on innovation in communications evaluation. These wins build on Isentia’s AMEC record, and reinforce the company’s leadership across Asia Pacific.

-ENDS-

For more information, please contact:
Graham White 
Howorth, OPR Agency
0404 840533

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Media Release
Global recognition for Isentia at 2019 AMEC awards

Global recognition for Isentia at 2019 AMEC awards with golden wins to take home

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