Votes at 16 in the UK: opportunities and ethical challenges for the hard-to-reach and seldom-heard youth segment

Pich, C, Harrison, K and Armannsdottir, G ORCID: https://orcid.org/0000-0001-5458-8434, 2025. Votes at 16 in the UK: opportunities and ethical challenges for the hard-to-reach and seldom-heard youth segment. International Journal of Market Research, 67 (6), pp. 679-695. ISSN 1470-7853

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Abstract

In July 2025, the UK Government extended voting rights to 16- and 17-year-olds, enfranchising approximately 1.5 million young citizens. While widely seen as a milestone for democratic renewal, this reform raises pressing questions about how to engage newly enfranchised voters, often characterized as hard-to-reach or seldom-heard. Traditional methods such as surveys and adult-led focus groups frequently underperform with this group, risking misrepresentation and low participation. This paper advances methodological innovations for researching young people in ways that are authentic, ethical, and transferable to broader market research contexts. A case study of Jersey, which lowered its voting age in 2008 yet continues to face low turnout among youth, illustrates both persistent barriers and emerging opportunities. Findings show that young people are interested in issues, crave impartial information, value genuine interaction with decision-makers, and appreciate opportunities to be heard. Creative methods including projective storytelling, gamified polling, participatory digital ethnography, and peer-led groups proved effective in eliciting richer insights and building trust. The paper positions young people as co-creators of engagement rather than passive subjects and outlines practical strategies for researchers, policymakers, and practitioners. Beyond politics, these lessons highlight how methodological innovation can help market researchers reach elusive consumer groups across commercial and social contexts.

Item Type:	Journal article
Publication Title:	International Journal of Market Research
Creators:	Pich, C., Harrison, K. and Armannsdottir, G.
Publisher:	SAGE Publications
Date:	November 2025
Volume:	67
Number:	6
ISSN:	1470-7853
Identifiers:	Number Type 10.1177/14707853251381416 DOI 2583295 Other
Rights:	Reuse is restricted to non-commercial and no derivative uses.
Divisions:	Schools > Nottingham Business School
Record created by:	Laura Borcherds
Date Added:	10 Mar 2026 09:08
Last Modified:	10 Mar 2026 09:08
URI:	https://irep.ntu.ac.uk/id/eprint/55381

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