Centrepoint

Youth Homelessness – Targeted Field & Tab research among 16-25 year olds.

Objective

A major UK charity, Centrepoint supports young homeless people to find homes and jobs. To do this, it’s important to understand the issues facing 16-25 year olds on a day-to-day basis, including the different types of living situation they face. Have they experienced homelessness? Where would they go to get help if they needed it?

Solution

YouGov and Centrepoint worked together, accessing YouGov’s highly engaged panel to reach a representative sample of 2,000 16 to 25 year olds across Great Britain. This research enables Centrepoint to understand opinions and behaviours of young people from a wide range of backgrounds.

The method used showcases the power of online research – particularly on sensitive topics. The anonymity of being able to engage with Centrepoint through an online platform enabled the research to gather open and honest responses.

Results

As later cited in a variety of news sources (e.g. The Independent, Daily Express, etc.), the results revealed some interesting and, at times, worrying insight into the world of youth homelessness. For example, over half of young people (56%) wouldn’t know what help they were entitled to if they were facing homelessness, exemplifying the need for a space to access help when young people are homeless or at risk of homelessness.

The research not only raised public awareness of the plight of some young people, but also helped Centrepoint to continue to understand factors relevant to the complex issues around homelessness, such as where young people might go to for help if they felt unsafe. Further to this, the results helped to raise awareness of Centrepoint’s new helpline – the first and only helpline targeted specifically at 16-25 year olds experiencing homelessness, fundraise for this and tailor the appropriate support.

About the client

Centrepoint is a leading UK charity for homeless young people. They support 9,000 16 to 25 year olds every year by finding safe places to live, providing health assessments and planning support for their mental and physical health needs. They help some of society’s most vulnerable young people start gain independence and a job, with Centrepoint’s ultimate aim being to end youth homelessness in the UK.