Editor’s note: AJ Tarbuck is research manager at market research firm Join the Dots, Manchester, U.K.
It’s not often that a new type of male is unveiled but a research study, conducted by Join the Dots for Coach magazine, looks at the shift from the alpha-male of the 1990s to the man of 2016, the alta-male.
Think actors Eddie Redmayne and Matthew McConaughey, broadcaster Reggie Yates, physicist and professor Brian Cox, and you have him – a man who values personal realization over more conventional measures of success and searches for ways to improve himself.
The qualitative research was conducted earlier this year on behalf of Dennis Publishing, which commissioned the research to better understand what makes the men of 2016 tick. Dennis had recently launched a new magazine for men, Coach, which is targeted at men who want, or need, to do something to make themselves healthier and fitter. The implications for future market research studies are not inconsequential and it will be important to understand what motivates the man of 2016 in order to fully engage with him in the first place and, subsequently, get the best insight from him.
We initially conducted an in-depth focus group with 21 men from across the U.K. (ages 22-59), made up of Coach and non-Coach readers. A mix of fathers and non-fathers and a range of professions were also represented. The groups were held in central London with a mix of men from varying demographic backgrounds who had grown up or still lived in different areas of the U.K. Prior to attending the focus group, the men completed a pre-task looking at their views on themselves as males and their own characteristics.
During the focus group the men were split into respective age brackets. Later the generations were mixed to allow the men to share and compare their stories to identify how the idea of masculinity has evolved and what it means to be a man in 2016.
The findings from the groups helped shape the next quantitative phase of research, conducted among 1,000 people (744 men and 254 women aged 25-54) who were quizzed about their habits and aspirations. Those surveyed represented a mix of sexual preferences, family status, incomes, professions and interests. Again a mix of readers and non-readers of Coach were included.
What motivates men in 2016?
The study revealed what motivates men in 2016 and what men want. The now largely defunct alpha-male had two main stereotypes: self-obsessed and full of his own importance but unable to talk about his insecurities or his real self. Alternatively, the new alta-male revealed by the study is a man who values a healthy work/life balance and seeks self-improvement rather than material wealth.
The study found that the majority of men have rejected imitating role models or taciturn fathers, and have instead opted to build their own identity, using the infinite possibilities that a digital society provides.
1. Sixty-four percent of men find it hard to achieve a work/life balance or are taking steps to find it. Researchers need to be aware of this and ensure that when they try to engage with men they ask themselves, are we reaching out in the most meaningful, engaging way?
For instance, traditional tracking surveys that are 20 minutes long aren’t going to appeal to men today. Men aren’t going to just get in from work, sit down to watch TV and complete a survey – they’re going to be playing active roles in cooking, cleaning, ironing and bringing up the kids. Surveys need to be short, sharp and engaging, with simple language. They should also be easy to complete on a mobile device so that alta-men can fit them in with the other responsibilities in their lives.
2. Alta-men feel more comfortable expressing their feelings and emotions and feel they have the freedom to be themselves. This has implications for the methodologies researchers choose. We need to think about how open we are asking men to be in both traditional and online focus groups, one-to-one interviews, video diaries, etc.
The results of the survey tell us that they are likely be willing to share more and share deeper or more personal comments than you might think. Projective qualitative techniques could also be more effective and generate richer responses.
3. Alta-men are more adaptable, embracers of uncertainty and seekers of experiences. This suggests that they are open to new research techniques such as wearables, virtual reality, biometrics and facial recognition. Researchers should keep this in mind as these methodologies start to gain traction in the coming years.
4. Alta-males are seekers of experiences over money. Back in the day, it was all about the money and cash really was king. But men are now looking for something more enriching and this has implications for how we reward alta-men for taking part in research.
Alternatives to cash should be introduced and could be, for instance, track days, concert or event tickets. And the more exclusive, the better. Brands can leverage this by offering exclusive factory or business tours, for example, to promote an experience and gain alta-male business.
5. Older men are just as likely to have younger attitudes, mind-sets and lifestyles.
The study confirmed that there has been a shift in the assumed characteristics of older men. So, older men are just as likely to have a younger attitude toward life and embrace change later in life. One of the examples of this is that many older men said they had recently started a new hobby.
When it comes to research, can we still profile men in the same way based on age? We shouldn’t screen out men who are over 45 just because of their age. In order to ensure we are talking to the right demographic, we should be looking at agreement to attitudinal/experiential statements.
The days of self-obsessed preening and fighting to be No. 1 are gone. Instead we have men who are looking for a more balanced, well-rounded life. Personal satisfaction has taken over frantic career-building, unrewarding social obligations and competitive purchasing.
As researchers we need to reset our minds in order to harness the insight available to us from these men. By understanding what motivates the man of today we can speak to him in a more meaningful way, ask him to do things that he is more likely to be involved in and reward him accordingly.