how milliennials will disrupt consumer research
Post on 21-Oct-2014
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HOW MILLENIALS WILL
CONSUMER RESEARCHDISRUPTby chris barbee, strategist
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Most millennials are now 20-33
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!" #$%&'"() G"&-Y’( *r" "&)"r+&'),+( f*--.
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as a demographic, millennials aredistracted, fragmented, & multi-screen veterans
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& heavily impacted by group think
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54% prefer consensus decision making
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rises to 70% when among peers
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so what does millennial aging mean for marketers?
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What does it mean for traditional research methodologies that...
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What does it mean for traditional research methodologies that...
rely on consumer attention?
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What does it mean for traditional research methodologies that...
rely on consumer attention?
involve transactional surveys?
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What does it mean for traditional research methodologies that...
rely on consumer attention?
involve transactional surveys?
require face-to-face dialogues?
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truth bomb
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with an estimated $200 Billionin predicted buying power by 2017
we must evolve and fundamentally change our approach to conducting
consumer research
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but how?
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Move from transaction to collaboration
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Move from transaction to collaboration
Democrat.e product development
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Move from transaction to collaboration
Democrat.e product development
Communicate in small bits & think mobile
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millennials are the firstfully connected generation
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they are focused on acquiring experiences
and seeking opportunities that permit personal growth
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consumer research for millennialsmust motivate participation
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peer dialogue is essential
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to mobilize millennials
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2is will provide a deeper understandinghow their efforts drive progress.
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adopt gamificationand up-voting features
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2is will reward quality ideation.
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Move from transaction to collaboration
Democrat.e product development
Communicate in small bits & think mobile
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While millinnials are fragmented
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2ey are more willing than any other generationto contribute thoughts
and opinions
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organizations that embraceresearch methodologies that efficiently
tap Gen-Y’s willingness to contributewill develop more and better insights
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But wait. There’s more.
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Organ.ations that DON’T approachinnovation through millennials with an agenda
will be more successful
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Move from transaction to collaboration
Democrat.e product development
Communicate in small bits & think mobile
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millennials have short attention spansthis isn’t breaking news
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To truly engage them in research,formats allowing for participation in short burst
MUST BE UTILIZED
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think tweet or text-like contributions
to develop a qualitative relationship over time
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rather than drawn-out focus groups
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members of Gen-Y know how to make use
of 140 characters
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AS WELL AS THE USE OF CAMERA PHONEsTO EXPRESS HOW THEY FEEL
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so what’s the point?
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Marketers have grown comfortablewith research methodologies that
aren’t designed for their new millennial target
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millennials require greater investmentin technologies allowing for
rapidfire collaboration
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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)
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the largest consumer generationIN HISTORY
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