MCCI's Connect: Bridging Research, Innovation, Education and Professional Practice - Market Research

You are warmly invited to MCCI's Connect: Bridging Research, Innovation, Education and Professional Practice market research panel event with Karis O'Leary-Smith, from One Minute to Mignight, and Konrad Craft, founder of Craft, and with Dr. Ayesha Taylor-Camara as discussant, which will be held on Wednesday the 4th of February 2026 from 5pm-6.30pm. The event aims to debunk myths about ‘Gen-Z’, spark ideas and conversations around what this might mean for how we teach this generation in HE over the next few years, whilst showing students how research is applied in the media industries and can be a potential career path.  There will be time for questions and discussion. The event is moderated by Dr. Carolina Matos and supported by Dr. Devina Sarwatay. There will be light refreshments on the day. Hope to see many of you there.

Abstracts

This is Channel 4’s most ambitious youth study, designed to move beyond superficial stereotypes to uncover the complex truths behind what it really means to be young in Britain today. Combining a literature review, ethnographic and qualitative methods with statistical analysis, we identified the macro socio-economic conditions and cultural dynamics shaping this much-misrepresented age cohort. We identified six prevalent worldviews prevalent among the group, giving Channel 4, policymakers and brands a uniquely honest, nuanced and actionable understanding of this fast, fluid and fragmented generation. The impact has been significant and far-reaching. We’ve shaped Channel 4’s public policy work, informing calls for social media regulation. We’ve directly engaged over 30 senior politicians. The work has underpinned fresh digital, content and marketing strategies that have delivered demonstrable growth, built cultural resonance, and unlocked new commercial opportunities. The work generated national conversation on topics of trust, democracy and gender - being featured across major news platforms and podcasts. The study has shifted thinking, sparked debate, informed policy discussions, shaped business decisions and delivered commercial results. It proves our commitment to understanding and representing youth, while influencing media, advertising and government to do the same.

What the World Values Now

Join One Minute to Midnight as we reveal fresh insights from Heartbeat—our global values tracking study. We’ll explore the values rising (and falling) across key markets and generations, unpacking what truly matters to people today. From shifting views on money and success to evolving ideas around pleasure, purpose, and identity—we’ll show how brands can stay emotionally and culturally relevant. Expect sharp generational contrasts, rich cultural nuance, and real-world brand examples to bring the findings to life.

Bios

Konrad Collao, Founder, Craft

Konrad set up Craft in 2011. Craft is a serial-award winning strategic insight agency working for clients in the media, technology and entertainment sectors. It advises on how people interact with the world around them, working at the intersections of lived experience, culture and content consumption. This work informs clients' strategies across content creation, marketing, distribution and policy. Craft's clients include Netflix, Red Bull Media House, Warner Bros Discovery, The Guardian, the BBC (public service, Studios and World Service) and The FA.

Konrad has worked in this field for over 20 years (!). He's had a hand in developing Money Heist, The Hundred (a brand new cricket competition) and is the architect of Channel 4's seminal thought-leadership work on what it is to be young in the UK today. His career has taken him all over the world, to Mexico, South Africa, Turkey, Egypt, Russia as well as almost every country in Europe. He's covered topics as diverse as love, religion, politics, fandom, terrrorism, music, and masculinity - to name but a few.

Konrad is a frequent speaker at research and media conferences and also on podcasts, where he is asked to give evidence-led, data-driven commentary on matters such as how young people relate to news, public attitudes towards AI, the challenges facing Gen Z, the state of gender relations and toxic masculinity. His work has made the front page of The Times and featured numerous times in the national and trade press. It has sparked national public debates, contributed to policy discussions with Ofcom and the Government,  and been published by and/or presented at institutions including the European Union, the Advertising Association, the Reuters Institute for the Study of Journalism at the University of Oxford, the Royal Television Society and the European Broadcasting Union.

Karis O'Leary Smith, One Minute to Midnight

Karis is a Partner at the award-winning human insight company One Minute to Midnight.

A qualitative expert with over 10 years’ experience, she specialises in deep human understanding - bringing audiences to life and shaping creative development for leading global brands including The LEGO Group, TikTok, Unilever, and PlayStation.

One Minute to Midnight is a human insight company that puts emotion, values, and belief at the heart of market research.
We dig deeper to understand what people think, feel, and do—uncovering the human truths that drive behaviour. Our work influences everything from brand positioning to product development and creative strategy, helping global organisations connect with their audiences in ways they never thought humanly possible. We don’t just deliver insight—we make it stick. Through bold storytelling and inventive delivery, we make sure insights inspire action across your business. Why One Minute to Midnight? Because on the timeline of the universe, humans arrived at 11:59. And we’ve been feeling deeply ever since.