In 2014 Direction First conducted a Consumer Consulting Board (CCB). This is similar to an online community, but with a more strategic focus. The aim of the CCB was to understand how best to engage with GenY and to explore and co create the future of payment transaction solutions.So what are you waiting for? Check out our AMSRS presentation to see what G.E.N.Y really stands for...

1. Less is More
Engaging Gen Y in Research on the
Future of Transactions
Erica Van Lieven
Managing Director
Direction First

2. Your customers for the next 30 years
25%

3. Do you know Gen Y?

4. When they make me laugh
When they help me
When is a Gen Y most impressed by a person?
When they understand me

5. Human
Resource
Manager
Operations
and Logistics
Director
Marketing
Director
Sales Director
Chief
Financial
Officer
What role would a Gen Y ultimately love to have in your career?
CEO

6. What is more important to a Gen Y ultimately in their career?
Making money
Making a contribution
to the world
Doing something creative
Having a good
lifestyle

7. What profession does a Gen Y consider more creative?
The Chef
The Comedian

8. What is the most important piece of technology in a Gen y’ers life?

9. What we did

10. Reaching out to Gen
Involve me
Fun experiences
Listen to me
Empower me
Living online
More online than any generation before
Play and connect
Express views – share moments through pictures

11. Have you got Snap Chat? The latest numbers from Facebook confirm that mobile is
outperforming desktop (PC). Zuckerberg said 48% of its daily
active users only use mobile devices and 49% of its total ad
revenues come from mobile ads

12. 44993
89740
0
20000
40000
60000
80000
100000
Words
Total
1528
657
1185
263
0
400
800
1200
1600
2000
Posts Photo's
Weeks 1 & 2 only
Total
Evolution Bring Opportunity: Frequency builds activity
Almost a third more posts
More than double the number of photos
Half the number of words
SHOT approach delivered:
Posting Activity
TEST GROUP CONTROL GROUP

13. What you give is what you get: participants in the test approach mimicked
the moderator, giving twice as many visuals and four times fewer words
9
22
35
111
63
7 10 18
80
28
0
30
60
90
120
No.Responses
1
24
65
46
28
1 7 13 16
7
0
30
60
90
120
Star Rating Star Rating
No.Responses
Ethnographic Activity: Test Group:-n= 240 posts (4 SHOTs), Control Group:-n= 143 posts (1 activity)
Discussion Activity: Test Group:-n= 164 posts (3 SHOTs), Control Group:-n= 44 posts (1 activity)
Evolution Brings Opportunity: what you give is what you get
The SHOT group produced 74 posted rated 4 or 5, where as the control group delivered only 23
Shot activities delivered less words and more high quality posts
Ethnographic Activity Discussion ActivityTEST GROUP CONTROL GROUP

14. Reducing the number of questions delivered higher
quality responses, the number of moments of connection
have greater impact and maintain participation.
61 61
41
19
0
15
30
45
60
75
Overall Gen Y
AverageNo.Posts
n= 31 Viber users 1,950 posts, n=53 Non-Viber users 2,161 posts
94%
85% 92%
96%
79%
83%
50%
60%
70%
80%
90%
100%
Week 1 Week 2 Week 3
Evolution Brings Opportunity: frequency builds engagement
Impact of
VIBER
NO VIBER
TEST GROUP CONTROL GROUP
Viber users were three times more likely to post
a contribution than those who did not use Viber
Retention

15. 31%
64%
24%
67%
0%
20%
40%
60%
80%
100%
Photos High Quality Post
Males and females respond very differently.
Males think harder and better when given visual stimulus
36 42
0
20
40
60
80
100
Words
AveragePerPost
AveragePerPost
Total posts: Female 2,503, Male 1,333
Total Words: Female 105,996, Male 46,391
Total Photos: Female 610, Male 415
Evolution Brings Opportunity: women talk more, engage males with visuals
Gender Differences MALE FEMALE

16. triggering up to 25% of new ideas
stimulate twice the level of interaction
help revise insights by 16-21%
“Amazing...feels like I have
won millions. Really
looking forward to a great
talk..! Thanks a lot for
choosing me..! And
welcome everyone..!”
Co Researchers, bring down the wall
By ginny16, female, 25-34,
I choo choo choose you
Co Researchers add value

17. The banking system is changing
Regulators are increasing competition
Reducing barriers to entry
Reducing switching barriers
Consumer expectations are changing
Engaging experiences
Moving from product features to end needs
Internet is the new source of learning
advice, comparison and purchase
Online mobile digital solutions

18. Gratifying
Gen Y thrives on
engagement,
discovery and
learning. By
bringing these
together is fulfilling
and Gratifying
Effortless
Technology can
transform tasks that
were once difficult
into being effortless.
When this does not
work technology
becomes a barrier
Now
You
Life is about the here
and now. Gen Ys are
optimistic, living today as
best they can and
looking forward to an
optimistic future
they want to be
understood and
supported, when they
are they will share their
vision and dreams.
They are constantly
connected and always
in touch, it’s about them,
their dreams and their
network of connections
Key insights on Gen Y

19. They are aspiring for innovative, fashion conscious solutions that fit
seamlessly into their life. Solutions that support more than just
transactions and put their active on the go life at the centre
Seamless engagement at the centre of an on the go life
1
2
3
NOT PRODUCT FEATURES
BEYOND HYGIENE FACTOR
NOT MY ENEMY

20. Seamless engagement at the centre of an on the go life

21. Informational
Higher data quality and
deeper insights in Test cell,
males responded with quality
to visual prompting
Transformational
Doing things that were simply
not possible before,
consumers co-created their
future vision for transactions
which is beyond products
features and more about a
seamless platform that
facilitates their life
SHOT worked the modified approach was more efficient and effective
Automational
Doing things faster and more
cost efficiently, higher
retention in Test cell

22. “Agree! I loved getting involved with
the conversations and ideas. It made
me feel connected with a whole lot of
similar people. I like having
conversations like this that require me
to use my brain….Thanks for letting
me participate .”
By Kat_Meow66, Control,
female, 25-34
“Wow, well done everyone and well done
Marie for leading the project! This is very
exciting and it's been an absolute pleasure
to participate and contribute and I hope to
be called upon again! I've loved meeting
and chatting to everyone and I've loved
thinking and learning about new things!
Thanks again for picking me!”
By Golanth, female,
25-34
“It was good to be able to check in, see what's
going on. Watching something be created and
developed. I know I used it as my stress release
over the last 3 weeks :)…..Everyone here has their
own opinions and views and that's what makes
this community special. Not once did I feel like my
opinion was meaningless, just challenged, which
made me think harder…. After agreeing, AND
disagreeing with some of the members points of
view, it was fun. It was good to have this kind of
banter with people you would have otherwise
never known. The world is so large, I feel very
lucky to have the opportunity to be part of this
small community.”
By Thorn, Control,
male, 18-24
Ask less, CONNECT and learn more!