Reasons and consequences of TikTok's breakthrough

The purpose of the procurement is to understand domestic TikTok users and their usage habits and motivations through public opinion research, with particular attention to child users, in addition to relevant legal regulations. The research should examine the prevalence of the application among 16-49 year olds and users' habits (frequency, time spent, uploading own content), followed channels (by topic), and their formation (channels known from before, from elsewhere, recommended by friends, acquaintances, and channels discovered through algorithm recommendations). The role of TikTok in everyday life. Usage of individual feeds, their significance; experiences, impressions. Useful TikTok vs. entertainment TikTok. The research should also examine the potential dangers of TikTok: misuse of data, attempts at illegal data collection, awkward situations and expectations, challenges, etc. A key objective is to also examine the attitudes and usage habits of 10-15 year old users according to the above criteria. The prescribed methodology: Quantitative research phase: A complete quantitative survey research is required in the 18-49 age group on a nationally representative sample, which will map the user base and details of usage. - methodology: CAWI N=1000 people - target group: nationally representative Hungarian population aged 18-49 - representativeness criteria: o gender o age (3 categories) o educational attainment (3 categories) o settlement type (4 categories) - sampling: quota specifications and post-stratification based on the latest relevant key figures from the Central Statistical Office (2022 Census) according to representativeness criteria - questionnaire length: maximum 30 minutes The research tasks include: - sampling and sample design (including obtaining and using relevant CSO data), - questionnaire design, consultation with the Client, - questionnaire programming and testing, - preparation, execution, and supervision of fieldwork, - data cleaning, - coding of open-ended questions, - weighting of the database, - charting and analysis of data. Qualitative research phase: For the 10-18 age group, a qualitative methodology is necessary due to legal difficulties with quantitative questioning and the complexity of the research questions. - methodology: in-person focus groups (12 groups, each with 4-6 participants + moderator) - duration: 60 minutes - participants in separate groups according to the following breakdowns: o girls / boys o 10-12 year olds / 13-15 year olds / 16-18 year olds o Budapest residents / residents of provincial cities - the research must also include active users (those who upload their own content); either in a separate group or by ensuring 1-2 such individuals per group (the tenderer should propose a solution for this) The research tasks include: - preparation, - design of screening questionnaire and discussion guide, consultation with the Client, - recruitment and organization of group members, - compliance with relevant legal regulations (obtaining and recording parental consent), - provision of a studio location with a one-way mirror and catering for this purpose - employment of a professional, experienced moderator (also with children), - incentivizing participants, - providing parents with the opportunity to observe the discussion from the other side of the one-way mirror (if requested), - providing the Client with the opportunity to observe online or in person, - recording (for internal use, not to be disclosed to the Client) and analysis of results. Further detailed requirements are contained in the Technical Description and Draft Contract, which are part of the public procurement documents.