1. HOW MILLENIALS WILL
CONSUMER RESEARCH
DISRUPTby chris barbee, strategist

2. Most millennials
are now 20-33

3. The youngest Gen-Y’s are entering
this fall.

4. as a demographic, millennials are
distracted, fragmented,
& multi-screen veterans

6. 6
& heavily impacted by group think

7. 7
54% prefer consensus decision making

8. 8
rises to 70% when among peers

9. so what does millennial aging
mean for marketers?

10. What does it mean for traditional
research methodologies that...

11. What does it mean for traditional
research methodologies that...
rely on consumer attention?

12. What does it mean for traditional
research methodologies that...
rely on consumer attention?
involve transactional surveys?

13. What does it mean for traditional
research methodologies that...
rely on consumer attention?
involve transactional surveys?
require face-to-face dialogues?

14. truth bomb

15. with an estimated $200 Billion
in predicted buying power by 2017
we must evolve and fundamentally
change our approach to conducting
consumer research

16. but how?

17. Move from transaction to collaboration

18. Move from transaction to collaboration
Democratize product development

19. Move from transaction to collaboration
Democratize product development
Communicate in small bits & think mobile

20. millennials are the first
fully connected generation

21. they are focused on
acquiring experiences
and seeking opportunities
that permit personal growth

22. consumer research for millennials
must motivate participation

24. peer dialogue is essential

25. to mobilize millennials

26. This will provide a deeper understanding
how their efforts drive progress.

27. adopt gamificationand up-voting features

28. This will reward quality ideation.

29. Move from transaction to collaboration
Democratize product development
Communicate in small bits & think mobile

30. While millinnials are fragmented

31. They are more willing than any other generation
to contribute thoughts
and opinions

32. organizations that embrace
research methodologies that efficiently
tap Gen-Y’s willingness to contribute
will develop more and better insights

34. But wait.
There’s more.

35. Organizations that DON’T approach
innovation through millennials with an agenda
will be more successful

36. Move from transaction to collaboration
Democratize product development
Communicate in small bits & think mobile

37. millennials have short attention spans
this isn’t breaking news

38. To truly engage them in research,
formats allowing for participation in short burst
MUST BE UTILIZED

39. think tweet or text-like contributions
to develop a qualitative relationship over time

40. rather than drawn-out focus groups

41. members of Gen-Y
know how to make use
of 140 characters

42. AS WELL AS THE USE OF CAMERA PHONEs
TO EXPRESS HOW THEY FEEL

43. so what’s the
point?

44. Marketers have grown comfortable
with research methodologies that
aren’t designed for their new millennial target

45. millennials require greater investment
in technologies allowing for
rapidfire collaboration

48. marketers who are quickest to adopt
collaborative, multi-tech tools
and to understand trends driving shifts in
Gen-Y participation
will be the quickest to market with offerings
designed for (and by)

49. the largest consumer generation
IN HISTORY