About INgene blog : First ever Indian Youth trend Insights blog

About INgene : First ever Indian Youth trend Insights blog:
This blog explores the detailed characteristics of Young-India and explains the finer & crucial differences they have with their global peers. The blog also establishes the theory of “adopted differentiation” (Copyright Kaustav SG,2007) and how the Indian & Inglodian youth are using this as a tool to differentiate themselves from the “aam aadmi” (mass population of India) to establish their new found identity.

The term youth refers to persons who are no longer children and not yet adults. Used colloquially, however the term generally refers to a broader, more ambiguous field of reference- from the physically adolescent to those in their late twenties.
Though superficially the youth all over the world exhibits similar [degree of] attitude, [traits of] interests & [deliverance of] opinion but a detailed observation reveals the finer differential characteristics which are crucial and often ignored while targeting this group as a valued consumer base. India is one of the youngest countries in the world with 60% of its population less then 24 years of age and is charted as the most prospective destination for the retail investment in the A. T. Kearney’s Global Retail Opportunity Report, 2007. With the first ever non-socialistic generation’s thriving aspiration & new found money power combined with steadily growing GDP, bubbling IT industry and increasing list of confident young entrepreneurs, the scenario appears very lucrative for the global and local retailers to target the “Youngisthan” (young-India). But, the secret remains in the understanding of the finer AIOs of this generation. The Indian youth segment roughly estimates close to 250million (between the ages of fifteen and twenty-five) and can be broadly divided (socio-psychologically) into three categories: the Bharatiyas, the Indians & the Inglodians (copyright Kaustav SG 2008). The Bharatiyas estimating 67% of the young population lives in the rural (R1, R2 to R4 SEC) areas with least influence of globalization, high traditional values. They are least economically privileged, most family oriented Bollywood influenced generation. The Indians constitute 31.5% (A, B,C, D & E SEC) and have moderate global influence. They are well aware of the global trends but rooted to the Indian family values, customs and ethos. The Inglodians are basically the creamy layers (A1,A SEC) and marginal (1.5% or roughly three million) in number though they are strongly growing (70% growth rate). Inglodians are affluent and consume most of the trendy & luxury items. They are internet savvy & the believers of global-village (a place where there is no difference between east & west, developing & developed countries etc.), highly influenced by the western music, food, fashion & culture yet Indian at heart.

Sunday, July 19, 2015

Interpretation matters! Youth surveys in India and misquoted data interpretation

Recently came across a report in Scoopwhoop which states that 41% youth in India thinks women must accept violence! Stunned after reading the title of this report “41% Youth Say Women Must Accept Violence….” I did a deep dive to understand the analysis process. The report quoted The Children's Movement for Civic Awareness (CMCA) who studied 10542 youth and 757 social science teachers across 11 cities to understand attitudes of young Indian students towards ideals like "Rights & Responsibilities, Democratic Governance, Adherence to Civic Rules, Gender Equality, Diversity & Social Justice and Environmental Conservation. " after reading the qualitative survey report which was presented in a chart format I found nowhere it is mentioned that Indian youth says women “must” accept violence! Rather, the survey noted 41% youth agreed that women “have no choice but to accept a certain degree of violence”

Strange, how the same inference was portrayed in a different tone. Having ‘no choise” and ‘must accept’ do have different connotations. Also, I would like to know what the question was and what the options to select were. Also, if it was the open ended question then on which context this question was asked. The main website of the NGO who conducted the survey stated The Yuva Nagarik Meter (YNM) is CMCA’s pioneering national benchmark study to establish a baseline of democratic citizenship values and attitudes of youth in Urban India. Unfortunately the report is not available in the website to examine but it’s scary of how others interpret it with twist! 

Data interpretation indeed is crucial cause media doesn’t bother about survey but the inference. 

You can read the report here: http://www.scoopwhoop.com/news/what-of-the-future/ and here’s the NGO who has conducted the survey : http://www.cmcaindia.org/yuva-nagarik-meter/

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