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HOW MILLENIALS WILL
CONSUMER RESEARCHDISRUPTby chris barbee, strategist
Most millennials are now 20-33
!" #$%&'"() G"&-Y’( *r" "&)"r+&'),+( f*--.
as a demographic, millennials aredistracted, fragmented, & multi-screen veterans
6
& heavily impacted by group think
7
54% prefer consensus decision making
8
rises to 70% when among peers
so what does millennial aging mean for marketers?
What does it mean for traditional research methodologies that...
What does it mean for traditional research methodologies that...
rely on consumer attention?
What does it mean for traditional research methodologies that...
rely on consumer attention?
involve transactional surveys?
What does it mean for traditional research methodologies that...
rely on consumer attention?
involve transactional surveys?
require face-to-face dialogues?
truth bomb
with an estimated $200 Billionin predicted buying power by 2017
we must evolve and fundamentally change our approach to conducting
consumer research
but how?
Move from transaction to collaboration
Move from transaction to collaboration
Democrat.e product development
Move from transaction to collaboration
Democrat.e product development
Communicate in small bits & think mobile
millennials are the firstfully connected generation
they are focused on acquiring experiences
and seeking opportunities that permit personal growth
consumer research for millennialsmust motivate participation
peer dialogue is essential
to mobilize millennials
2is will provide a deeper understandinghow their efforts drive progress.
adopt gamificationand up-voting features
2is will reward quality ideation.
Move from transaction to collaboration
Democrat.e product development
Communicate in small bits & think mobile
While millinnials are fragmented
2ey are more willing than any other generationto contribute thoughts
and opinions
organizations that embraceresearch methodologies that efficiently
tap Gen-Y’s willingness to contributewill develop more and better insights
But wait. There’s more.
Organ.ations that DON’T approachinnovation through millennials with an agenda
will be more successful
Move from transaction to collaboration
Democrat.e product development
Communicate in small bits & think mobile
millennials have short attention spansthis isn’t breaking news
To truly engage them in research,formats allowing for participation in short burst
MUST BE UTILIZED
think tweet or text-like contributions
to develop a qualitative relationship over time
rather than drawn-out focus groups
members of Gen-Y know how to make use
of 140 characters
AS WELL AS THE USE OF CAMERA PHONEsTO EXPRESS HOW THEY FEEL
so what’s the point?
Marketers have grown comfortablewith research methodologies that
aren’t designed for their new millennial target
millennials require greater investmentin technologies allowing for
rapidfire collaboration
marketers who are quickest to adoptcollaborative, multi-tech tools
and to understand trends driving shi5s inGen-Y participation
will be the quickest to market with offeringsdesigned for (and by)
the largest consumer generationIN HISTORY