2026 AMRA Brochure - Product brochure - Page 25
Craft & Channel 4 - Gen Z: Trends, Truth & Trust
Craft & Channel 4 used a holistic, multi-method approach
to understand UK 13–27-year-olds beyond generational
stereotypes. The study found that young people are shaped
more by shared socio-cultural conditions than by a common
worldview, with declining trust, fragmented media diets and
a rise in hyper-individualism. It highlighted gaps in current
offerings and produced creator-led, authenticity-driven
principles that informed strategy, in昀氀uenced policy debates,
and contributed to signi昀椀cant growth across Channel 4’s
digital platforms.
Judges’ comment
“A fantastic project that delivers much needed nuances in a
broader age range. Communication of the project has been
thorough with appropriate stakeholders being able to consume
and analyse the data. Always great to see effective research
being used and in昀氀uencing societal discussions and
future policy.”
WPP Media, Mindshare UK, Blis, Captify, JCDecaux,
Mobsta, Reach, 5 & Sky – Shaping the Nation
This project used a large-scale, mixed-method approach
to reshape how the media industry understands
geography’s role in consumer behaviour. At its core was a
10,000-respondent quantitative study with postcode-level
data, this was complemented by extensive qualitative work.
Expert insights from regional news editors and proprietary
datasets from seven media-owner partners enriched the
昀椀ndings. The insights are now embedded in Mindshare’s
planning systems and being applied across major clients
to shape geo-led strategy, budgeting, audience identi昀椀cation
and brand storytelling.
Judges’ comment
OMD UK – The Real Britain Series
The Real Britain Series applies a robust, multi-method
research framework to deepen understanding of marginalised
UK audiences. OMD UK invests dedicated budgets and
collaborates with media partners to maximise reach and rigour,
combining literature reviews, expert interviews, intersectional
focus groups, and large-scale surveys. The programme has
driven signi昀椀cant industry impact. Farce of Class became
the most shared TRBS volume and led to reCLASSi昀椀ed,
a cross-industry initiative of 70+ experts developing an
alternative to socio-economic grouping. Decoding the
Diasporas revealed the economic, cultural and technological
in昀氀uence of the ESEA community, uncovering major
representation gaps, and inspiring early brand applications.
“An ambitious project, that has brought together multiple
stakeholders to provide usable data that is used to inform
campaigns. Very impressive. Locality and regional nuances are
so important to consider. Focussing the project to understand
the voices and stories throughout modern-day UK means the
delivery of a detailed project that will be utilised by multiple
stakeholders to deliver relevant and effective communication.”
Judges’ comment
“Really important subject matters and fantastic to see them
being embraced by the industry. Robust quant research means
that diverse groups are truly represented - this is fantastic!
And I really like the idea of re-framing SEG targeting.”
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