Making market research Gen Y proof

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Information about Making market research Gen Y proof
Business & Mgmt

Published on February 27, 2014

Author: InSitesConsulting_onStage

Source: slideshare.net

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Making market research Gen Y proof, presented by Joeri Van den Bergh (InSites Consulting) at the Febelmar Congress in Brussels (BE) on Thursday February 27, 2014.

Generation Y

Generation Y

Generation Y

Generation Y

YOLO ≠ YOLT

Only 13% of graduates with higher education consider a MR job ! Source: Fringe Factory 2013 – young graduates from BE, NL, DE, UK, US, BRIC

Only nr 15 overall and those who consider a MR job would prefer a marketing job ! Source: Fringe Factory 2013 – young graduates from BE, NL, DE, UK, US, BRIC

There’s no hope? 89% …wants to help companies improve their offerings for the market. *Based on a study in Spring 2013 with 3485 Millennials from 13 countries: Belgium, The Netherlands, Germany, USA, Italy, Poland, Russia, Sweden, Turkey, the UK, Brazil, China, India 35% …had an experience in collaborating with companies in that way. 25% … puts "involving customers to improve products and services" in the top 3 ways a company/brand can give them a "wow" feeling.

GenY’s view on market research Q: You have 5 minutes to introduce the Market Research sector. What would you say? n = 1877 | f= None quick-changing sector newest technologies crucial for companies communication observing gaining insights product knowledge young / modern understand people’s needs access to new information & new trends detail oriented Source: Fringe Factory 2013 – young graduates from BE, NL, DE, UK, US, BRIC

fun content or goodies Source: Deutskens (2006) brand teams selected tester

Beck’s Green Box brand team& agency Dragon’s Den = skill-based gratification

Beck’s Green Box Secret room with exclusive content

THAASOPHOBIA

Motivating individuals & teams Super user! You are amazing. The community is you. You are the community. On Fire! That was an extremely lengthy post you added to topic x. You are truly on fire! Creative genius. Remember Picasso? He’s getting restless in his grave now. Thanks for co-creating, creative genius! Socializer! The social room is your playground and that’s how it should be. After all, we’re all friends…

Low #selfiesteem?

Recognize social dimension of Gen Y decisions

Welcome to the Lounge! This is your space! This is where you can connect with other participants, start a conversation, talk about the topic and even post questions to me and eBay! We created 5 featured posts, which can be found in the pink squared thumbnails. You can view them by clicking on a thumbnail. Read our stories and share your comments. Other participants might have created some topics as well; you can read them too, by clicking on the orange topic title. Let’s connect My advice to eBay Feedback on this survey Meet Katia

1 Mobile application increases community engagement Mobile/dual users N=28 Average # posts Average # visits Average # page views Average # words per post Total # photos Total # tagged photos Desktop-only users N=99 33 44 327 47 179* 555 20 19 232 87 254 516 *The photos of mobile/dual users were submitted through mobile only

2 Mobile application generates more visual feedback

3 Mobile application results in more contextual & personal data Tag categories Total # tags Brands Products & solutions Mobility Challenges Needs Love for the city 52 27 127 178 375 312 % Tagged photos submitted through mobile % Tagged photos submitted through desktop N=179 photos* N=254 photos 56% 63% 60% 47% 57% 44% 44% 37% 40% 53% 43% 56% *The photos of mobile/dual users were submitted through mobile only

Danone’s Young Moms project (UK) Recruiting from natural communities = more profile relevance

Smirnoff’s US Facebook page recruiting from natural communities = 2000+ recruits in 2 minutes

Joeri Van den Bergh Co-founder InSites Consulting & Gen Y expert @Joeri_InSites joerivandenbergh www.howcoolbrandsstayhot.com THANKS for your kind interest joeri@insites.be

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