how milliennials will disrupt consumer research

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