By: Lisa Li & Zafka Zhang

China Youthology has moved to Chai Bang Hutong (close to An Ding Men Bridge 安定门桥 and Guo Zi Jian 国子监 Hutong). ‘Qing Gong Guan’ (‘青公馆’) can mean youth’s ‘manor’ (more like joking) or youth public space (this translation makes more sense).

As we always believe, China Youthology is least close to conventional market research agencies. We are an open research platform and a bridge between youth brands and local youth culture/ communities. Qing Gong Guan is designed to be ‘office’ plus ’space for youth’ plus ‘platform to bridge’.

What to expect?

1. Qing Gong Guan is part of the field for youth research (‘field’ for ‘fieldwork’). In its ‘open day’, everyone is welcome to come for a drink, a chat, a gathering, or an self-organized event. Qing Gong Guan Open Day will be part of the youth community that will launch in Nov.

‘Youth Lounge’ will be held regularly. It is similar to Focus Group Discussions, but more casual, flexible, participant-oriented, and involving more generative tasks. In the latest ‘Youth Lounge’ we held two workshops with students and working adults respectively to explore topics we are working on for Youthology Monthly. We abandon cash incentives but taking more effort to make it an experience that is valuable for participants (they can learn, socialize, and have fun here) and build long-term relationship with them.

Below are pictures of the latest ‘Youth Lounge’.

2. Space for youth. Probably more than anyone else, we understand and sympathize the desires and intimidation of Chinese youth in pursuing their dreams. QGG is a space and an empowerment. We provide a venue for their exhibitions, shows, parties, and events all for free. A few exhibitions will be held soon.

3. Insight catalyst and bridge for youth brands and youth culture promoters. ‘Youthology Saloon’ invite youth marketers and youth culture experts to investigate and explore innovative ways of youth marketing that bring both higher ROI to marketers and opportunities to nurturing local youth culture.

We held a pilot ‘Youthology Saloon’ at the end of Sep. Our team shared learnings on youth culture. Two students talked about their stories. And youth marketers (Pepsico and Lining) also shared their experience, insights, and questions about youth marketing. Special thanks to Jean who took a tiring one-day trip from Shanghai to Beijing particularly for this event! There’s a lot to improve. The office was barely furnished at that time and the saloon went much longer than planned. But we are glad that everyone found it a worthwhile experience.

Pictures of that ‘Youthology Saloon’ below…

A house-warming party is being planned – but with the busy crew here it’ll still take a while to throw the party out. At the mean time, feel free to drop by for a drink, especially in a sunny day, you are so gonna love the breeze and twitter.

Filed under: China Youthology News, Methodology, Qing Gong Guan, China youth, Lisa Li, Qing Gong Guan, Youth Lounge, Youthology Saloon, Zafka Zhang