Claire Madden Speaks: Are libraries a thing of the past?

Wednesday, November 26, 2014

The library – home to books and information, including volumes of research by those gone before.

For generations past the library was nothing short of a fountain of knowledge and relevance, but for the emerging generations growing up in an increasingly digitalised age, has the necessity for a library been replaced by touch screens and online search engines?

McCrindle Research Director and Next Gen Expert Claire Madden provides her thoughts on the relevance of the library today and as we move into the future.

AN ERA OF UNPRECEDENTED CHANGE

It is undisputed that today we live in an era of unprecedented change and development. The way we work, communicate and socialise has been greatly influenced by the extraordinary technological advancements we have seen over the past 2 decades. For example, it was only in 1997 that Google was registered as a domain and today there are over 3.5 billion Google searches each day.

The internet has transformed how we access information. In many cases, the data available to us online has replaced the need to locate the same information in books.

REMAINING RELEVANT

It is imperative that in this era of change, organisations, institutions and individuals remain relevant and engaged with the current trends. Education is at the forefront of needing to adapt to change as the emerging generations redefine learning. School students are still being assessed by closed book exams in an open book world but a shift has occurred among learners from needing to memorise things ‘just in case’ to simply accessing information ‘just in time’.

PRINT VS. DIGITAL

We needn’t look far for examples of organisations that have become outdated and irrelevant due to the huge technological shift we have seen characterise the last two decades.

Take Encyclopaedia Britannica, a trusted source that many depended on for their school assignments, whose first print edition was published in 1768. In 2010 it ran its final print edition, having been superseded by Wikipedia, invented just 9 years prior in 2001. Rather than being written by experts, Wikipedia is written by the collaborative community and currently has over 4.6 million pages in English alone. It exists as an astonishing example of the change we have seen in the learning, sharing and distribution of resources, knowledge and information.

Similarly, let’s look at Angus and Robertson, an iconic Australian bookseller, book publisher and book printer. Established in 1884, it went into voluntary administration in 2011 along with competitor Borders, showing the shift from the demand for print to the demand for digital.

LIBRARIES TODAY

If we look at school libraries and education today, some have transitioned into a completely digital and virtual model – libraries with no books at all – a concept we would not have fathomed a decade ago. Libraries are now being reinvented as engaging learning spaces where people can access information from their personal devices. Amazingly, today it is even possible to complete a university degree without stepping foot in a university library.

Libraries are experiencing significant change and librarians are no longer the only people with the keys to access the information. In the past, data was costly and difficult to access but now, students can access every piece of information within a few clicks of a button. Technologies have enabled greater efficiencies – and so, traditional ways of finding information are being surpassed with newer, quicker alternatives. For example, locating a book on library shelves by conducting a Boolean search is being replaced by a Google Docs search which provides the latest information on any device and in any location by the mere click of a button or touch of a screen.

WILL LIBRARIES CEASE TO EXIST ALTOGETHER?

While digital media will increasingly be utilised and adapted because of the efficiencies that it enables, humans are still tactile and kinaesthetic learners. The process of connecting pen to paper, turning pages in a book, and physically interacting with the information we consume is unlikely to be completely replaced by the digital offering.

Claire Madden is a social researcher and next-gen expert. She is the Director of Research at the internationally recognised McCrindle Research. Armed with her research methodologies, business acumen and communication skills, Claire effectively bridges the gap between the emerging generations and the business leaders and educators of today. She is fluent in the social media, youth culture, and engagement styles of these global generations, and a professional in interpreting what this means for educators, managers and marketers.

Christmas 2014: Traditional Values and Tight Pockets

Tuesday, November 25, 2014

In the lead up to Christmas, McCrindle Research surveyed 1,024 Australians to discover their views on the religious traditions of the season and their spending intentions for Christmas 2014.

9 in 10 Australian’s think religious traditions of Christmas should be encouraged

From angels and stars featuring on Christmas trees to nativity scenes filling shopping centres and thousands attending Carolling events across the country, it’s hard to ignore the religious traditions and symbols that characterise the Christmas season.

However it would appear that, not only do Aussie’s tolerate these religious traditions, 9 in 10 (92%) think they should be encouraged to have a public presence.


This follows a 2013 study conducted by McCrindle in which almost 8 in 10 (79%) said that Christmas was ‘becoming too commercial and all about getting stuff,’ with the same percentage stating that Christmas has lost some of its Christian meaning. 1 in 2 (49%) indicated they were unhappy about the loss of the Christian meaning associated with this holiday, further reiterated in this year’s research.

2 in 5 (41%) Australians also acknowledge that while we live in a culturally and religiously diverse nation, Christmas and its traditional and religious symbols can be shared by all and so should be encouraged.

Aussie families will seek to save again this Christmas

With the cost of living at a higher rate than ever before, Aussie families will be looking to save money where possible again this Christmas, with twice as many intending to spend less (22%) than more (11%). However, in a sign of slowly returning consumer confidence, two thirds (66%) of Australians plan to spend about the same that they did last year (a figure significantly up from 49% who reported the same thing a year ago).

While Australians still plan on saving, the financial burdens seem to have eased since last year when over a third (33%) planned on spending less, compared to 1 in 5 (22%) that will do the same this Christmas. While this rate peaked last year at 33% Australian’s are now on the recovery path, measured by consumer intention.

Like last year, Gen Y will be the biggest spenders, with 1 in 5 (20%) looking to spend more than they did last year (compared to 12% Gen X, 7% Baby Boomers and just 4% Builders).

How Aussie’s plan to save this Christmas

When asked how Australians plan on saving money this Christmas, the top 10 most featured answers included:

1. Restrict the number of presents for each person

2. Only give presents to children

3. Participate in a Kris Kringle gift-giving exercise

4. Get creative by giving hand-made gifts as presents

5. Avoid unnecessary Christmas purchases

6. Not going overboard with food

7. Do some serious bargain hunting

8. Make the most of Boxing Day sales and buy gifts after Christmas

9. Not travel at Christmas time

10. Host Christmas at someone else’s house


Download the Australian Christmas Attitudes 2014 report. Click here to download the full report.

Welcome to McCrindle Research Rooms

Friday, November 14, 2014

As social researchers, we understand the importance of research in informing the strategic direction of organisations. Understanding your customer and client base is key to this – so organisations who invest in research often thrive as a result, because changes and adaptions have been tested in and amongst their communities, consumers and clients. A core methodology to understand customers and clients is through qualitative focus groups – and here at McCrindle not only do we conduct this research, we also make our research room facilities available to others for hire.

McCrindle Research Rooms



McCrindle Research Rooms are fully equipped with all that you need to successfully conduct your focus groups, with a one way mirror, viewing room and recording facilities available.


Some other great features of our Research Rooms include:

• A great, convenient and easily accessible location

• Low price and great value

• No cancellation fee


For further information, head to researchrooms.com, or give us a call on 02 8824 3422.

If you would like to make a booking, please email through to kirsten@mccrindle.com.au


We look forward to welcoming you to our research rooms soon!

Parents Concerned with Schoolies Celebrations

Monday, November 10, 2014

In the span of a generation, celebrating the end of Year 12 by attending a schoolies week has emerged as a rite of passage. However Australian parents have mixed views of how the celebration is played out and a third of parent’s state that they would not allow their child to participate in a “Gold Coast type schoolies week”.

-Mark McCrindle

Schoolies week has become a tradition in Australia, and the norm for how Australian students reward themselves following months of studious diligence preparing for the HSC exams.

Yet parents aren’t altogether convinced of how their young people are celebrating – nearly all Australian parents have some concern with how schoolies is celebrated and a third would stop their children from participating.

In fact, if parents were given the choice, just 1 in 5 would suggest their child participate in schoolies week as is traditionally celebrated, in a place like the Gold Coast.

THE TOP FINDINGS

• 9 in 10 Australian parents uncomfortable with how Schoolies is celebrated.

• NSW the state with the most concerned parents.

• 3 in 4 parents would prefer their child participate in a volunteer experience over Schoolies week.

• Parents hold strong preference for formal schooling after the HSC.

• Fathers (36%) are more hopeful their child will go to university or TAFE than mothers (26%).

• Less than half of Australians say that schools are effective in equipping students for the workforce.

• Older Australians least optimistic about the current education system.

To read the full analysis please click here.

The Duke of Edinburgh Youth Pulse Research

Thursday, November 06, 2014
Claire and Kirsten at Youth Pulse Research Event

It was a privilege for our research to be featured at the KMPG Melbourne Cup Luncheon on Tuesday.

In attendance was Prince Edward, the Earl of Wessex, to commemorate more than 50 years of the Duke of Edinburgh Award in Australia.

As part of the Youth Pulse Research for The Duke of Edinburgh’s International Award in Australia, two of our team, Claire Madden and Kirsten Brewer were also honored to attend.

Youth Pulse Research

The Youth Pulse Research was designed and conducted in September 2014 on behalf of The Duke of Edinburgh’s International Award in Australia. As an annual survey, involving 879* Australian young people aged between 14 and 19 years of age from every state and territory in Australia, it seeks to better understand their attitudes, opinions and sentiment towards leadership, well being and community among young Australians.

The Top Findings

• Relationships and family the highest priority for young Australians today (68%)

• Influence over others considered for greater impact than a position of power

• Change starts locally, with young Australians taking ownership of their contribution for influence on those around them and within their local community

• Empowering leadership styles take precedence over traditional models

• Youth of today optimistic about Australia’s future (55% are Expectant Optimists)

• Nelson Mandela named the most inspiring leader from recent history, with 92% agreeing that leadership is about influence not authority, and 90% agreeing that leaders building teams is more important than managing tasks


Youth Pulse Research


The full report will be made available on the 17th November 2014.

*879 respondents aged 14-19 with 603 fully responding and 279 partially responding.


For more information on research visualisation, click here.

Claire Madden Speaking Pack Update

Monday, October 27, 2014

Claire Madden

Claire Madden is a social researcher and Director of Research at the internationally recognised McCrindle. Armed with her research methodologies, business acumen and communication skills, Claire effectively bridges the gap between the emerging generations and the business leaders and educators of today.

She is a next-gen expert, fluent in the social media, youth culture, and engagement styles of these global generations, and a professional in interpreting what this means for educators, managers and marketers.

With academic qualifications in communications and postgraduate studies in leadership, Claire brings robust, research-based content to her engaging presentations and consulting. As a social commentator, she has been interviewed on these topics on prominent television programs Sunrise and The Morning Show, as well as on the radio and in the print media.

To see Claire in the media click here.

Claire has delivered professional development sessions for school and tertiary teachers, given keynote addresses at conferences as well as board room strategy sessions. From conducting training days for corporate and not for profit clients, to addressing students, training rising leaders and facilitating youth panels, Claire is in a unique position to understand the emerging generations and communicate the key engagement strategies.

Some recent feedback about Claire:

“We received lots of positive feedback about Claire’s presentation on the day… it was great to have such an interactive and engaging presenter on board to present new and interesting content.” – The University of Adelaide

"Claire was excellent! She was warm in her presentation and full of useful information - it was very well received! ...It was exactly what we were after." – SU Queensland

“Claire’s ability to communicate the factual data in an engaging and interactive way was tremendous.” – Mentone Grammar

“We were extremely pleased with how both events went – Claire’s insights were highly valuable, as was the quality and professionalism of both her presentations” – Citi Bank Australia & New Zealand

Visit Claire’s website to find out more.

Download Claire’s updated speaking pack for more on her most requested topics, recent engagements and media exposure.

If you would like to inquire about having Claire at your next event, please contact ashley@mccrindle.com.au or our Sydney office on 02 8824 3422.

McCrindle Opens Melbourne Office

Tuesday, October 21, 2014

From our base in Sydney, McCrindle has worked with clients from across Australia and the world. Knowing the constantly changing nature of society today we are always looking for ways to increase our capacity to provide innovative social research solutions to our clients, spanning a multitude of sectors and locations.

With that in mind, we at McCrindle are excited to have extended our offering to our clients by establishing an office in Melbourne.

Heading up McCrindle in Melbourne is Nathan McMillan. Nathan is passionate about social research with a keen interest in equipping communities with the tools to understand and nurture the up and coming generations.

Meet Nathan McMillan

To get to know him a little more we caught up with him to ask a few questions:


Why do you love social research?

I love social research because it sheds light on the key questions of work, life, family and society. I am very much an action type of guy, so to put those answers into practical outcomes that will improve our communities and the emerging generations is what I am about.


What do you love about living in Melbourne?

I love the fact that there is still a fairly laid back vibe in a big city. The food is always a huge plus. And throw the fact that it is the religious epicentre of the greatest game ever played, AFL, and you are onto a winner!


Favourite café in Melbourne?

This is a hard one… In the South Eastern suburbs where I live I would have to say ‘Omar and the Marvellous Coffee Bird’. But there are so many!


What has been your first impressions of the McCrindle team?

Well, I was thrown into the deep end in many ways. However, meeting the team for the first time it became evident very quickly that the McCrindle team is one of the most well-oiled productivity machines I have ever seen. Yet at the same time they are among the friendliest and most welcoming people I have met. It is definitely nothing short of a privilege to be a part of an amazing team.


What fills your spare time?

I love being outside and around the water. As often as I can I will go spearfishing, water skiing or just for a swim. I’m always up for a drive or enjoying a good coffee. And when time permits I hit the slopes to ski.


So how can we contact the Melbourne office?

Call us on 03 9691 3579, email me: nathan@mccrindle.com.au or drop by our office on Level 4 at 737 Burwood Road, Hawthorn.

McCrindle Team Update

Tuesday, October 14, 2014

McCrindle Team Update

As Australia’s social researchers we take the pulse of the nation, we research communities, we survey society, we analyse the trends and we communicate the findings.

Our people are passionate and professional, solutions focused and innovative, and it is with great excitement that today we announce the addition of two new members to the McCrindle team.

Growing by a third of our current size, yesterday we welcomed Karl Wetzler and Nathan McMillan to the team. Both Karl and Nathan bring with them a wealth of experience and knowledge, ready to better our strong team of communicators, analysts and researchers.

Not only is McCrindle expanding in terms of its size, we are also expanding in our capacity to assist and influence. We are excited to inform our past, present and future clients that our Melbourne office will be opening in the coming weeks, and that some of our team will also be working from Newcastle.

As the times change and the need for relevance becomes all the more important, we look forward to how we can best help organisations adapt, respond to, and know the times more effectively than ever before.

To find out more about what we do, click here.

The Power of Visual: Top 5 Reasons That Research Visualisation Works

Wednesday, October 08, 2014

Research Visualisation

In an era of big data and information overload, the challenge for organisations is to deliver quality content in a compelling way. Attention spans are shorter, distractions are ever-present, and in this screenage, content is best presented visually.

And that's why we’re passionate about turning tables into visuals, data into videos and reports into presentations. As researchers, we understand the methods but we’re also designers and we know what will communicate, and how to best engage. We’re in the business of making you look good and your data make sense.

Top 5 reasons why research is going visual

  1. In the 21st Century, visual literacy is very strong and most people can interpret visuals far more quickly than reading information.
  2. The brain retains visual content more effectively than written content. The reason memory experts and mnemonic tools use visual patterns is because unlike letters and numbers, there are no limits to the retention of visuals.
  3. In a world of big data you need a form which will communicate a massive amount of information in an easily understandable form. That's why the very important cousin of big data is visual data.
  4. Within a decade, 58% of the workforce will be comprised of Generations Y and Z. For these generations who are adept at watching a video explaining something over reading an article about something, and for a busy, easily distracted business audience, you need your data to tell a story, to move, to engage. That’s what visual and animated data is all about.
  5. Interact. Share. Like. When people hear- they forget, when they see- they are impacted, but when they interact- they are transformed. From apps to interactive splash pages, engagement with your data means being influenced by your data. The Holy Grail for business today is to create an active community of customers who engage and connect. When research and data tells a visual story, it is ready made to be interacted with, shared and liked.

Visit the Research Visualisation website or have a look at our infographics to find out more.

Research Visualisation Title Image

Research You Can See

Tuesday, October 07, 2014

McCrindle Infographic Wall

At McCrindle we're passionate about research that adds to understanding and leads to action. The sort of research that you can see not just read. Research that sits on a wall not in a folder. Because research should not sit on shelves but be presented in infographic form and shared on social media, or banners or buildings. We are excited to have transformed our foyer with a wall sized infographic.

Infographic Wall

Our research visualisation team have transformed research of many of our clients now - onto printed infographic cards, web splash pages, posters, animated videos, interactive annual reports, media campaigns - and now wall paper and pull up banners.

Infographic Wall

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