Why has this been done now? With all the money the government is spending on positive activities, it wants to ensure that it understands the reasons why young people do and don't get involved with activities. It's also trying to find out what can be done to overcome the barriers preventing some young people from taking part.
So it's a case of 'make sure you advertise the paintball trip on Twitter'? There's actually some hardcore qualitative work done by market research types here. Their strategy was to talk in-depth to pairs of young people (apparently being with a friend helps them open up and they regulate each other's answers). Researchers wanted to discover how much young people know about what's on offer, what they felt was meant by "positive activities" and what kind of triggers might get them involved or turn them off from taking part in activities. They also dug around to find out what kind of communication works best - so yes, the importance of social networking media does arise.
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