Understanding millennials requires

adapting the research approach

Julia Görnandt & Nijat Mammadbayli | February 2017

Why is this

relevant?

How we did it:

Methodology

What we found:

Results

So what?

Conclusions

Agenda

A game changing generation

Case study Telecom: A fast changing industry

TELECOM INDUSTRY

MORE

DATA

MORE MINUTES

& LESS MONEY

$

NEW PLAYERS

INTO THE

MARKET

Millennials as Market Researchers

Atlanta

LondonRotterdam

Cori | Atlanta

Patricia | London

Joyce Julia Nijat

Rotterdam

Conventional MaxDiff

MaxDiff

Conventional MaxDiff New SwipeDiff

MaxDiff 2.0

Unspoken

Real truth

Emotional truth

Rational truth

Bridging rational & emotional drivers

System 1

Fast, Intuitive, Automatic

Generates impressions, feelings and judgments at a non-conscious level

Relies on heuristics or rules of thumb

Tends to be more associative in nature

System 2

Slower, Deliberate, Effortful

Used for problem solving and decision making at

a conscious level

Skeptical in nature, monitors system 1

Tends to be more logical and rational

“System 1 runs the show. That’s the one you want to move.” – Daniel Kahneman

Unspoken

In the webinar, we only include the swiping part. However, in this video you

will see all features that Unspoken has.

Unspoken

Everybody wants unlimited connectedness

Key differences for millennials

Be connected,

be yourself,

be fun

Open to

disruptors

Receptive to

visuals

Key differences for millennials

Be connected,

be yourself,

be fun

Open to

disruptors

Receptive to

visuals

5

4

3

2

1

Traditional methods

“It really was refreshing and

more engaging than other,

more monotonous, surveys”

“Fun way to take a survey

over just answering

questions”

“Liked that it was interactive

and not just re-reading the

same questions... it kept my

interest”

Engagement is up

So what?

Keep the

basics right

Open to

other brands

Use strong

visualizations

Adjust our

methodologies

Try it yourselfhttp://tinyurl.com/SKIM-Unspoken

Thank you for joining us