Tag Archives: millennial

Marktforschung.de showcase: quick summaries of 5 talks from German research companies #IIeX 

Live notetaking at #IIeX in amsterdam. Any errors or bad jokes are my own.

Realtime research in the digital age by Holger Geibler, YouGov

  • What do people think about research – political polls, representativeness, big data, how slow research is
  • What is real time research – can be from NOW to one week to complete, real time is related to historical timelines
  • We need to be where the respondent is, need to ask less, engage more, connect more – keep surveys under 16 minutes and avoid dropouts, remember than mobile surveys take 10 to 20% longer to complete
  • Let clients access data in real-time but tell them its preliminary, train clients and consultants to use a dashboard, have dashboards that switch between weighted and unweighted data

Reaching millennials via mobile apps and getting superior survey data through gamification by Jonathan Kurfess, Appinio

  • People want to share opinions even if you don’t want to hear it or don’t agree with it
  • #MRX is struggling to adapt to millennial user behaviour – longer questions are good for researchers but not for respondents
  • Money is not a sufficient incentive
  • An app that allows people to interact with each other, compare opinions, create polls and gather opinions is very engaging
  • Ensure questionnaires are mobile optimized

Germans got humor? Only if it’s efficient by Oliver Switzer, September Strategy and Foreshung

  • Do purchasers have emotions about steel? Of course they do. Emotion is involved with everything. Emotion isn’t just anger or disgust.
  • Germans like to be funny not just measure efficiency. Being funner is teh container, the vehicle.
  • Evolution made humans emotional, we used to be emotional about safety and now we’re emotional about product packaging
  • Our consciousness is there just to get orders from our subconscious
  • You can apply KPIs to emotions
  • Our brains is very activated when we see brand names we recognize versus made up brands
  • Our heart beats at different rates for different emotions, fear, trust, anger, skepticism, stress, relelvant, attraction, closeness [ask to see the charts, quite cool]
  • You can feel trust and skeptisism at the same time
  • [never occured to me to treat emotions as KPIs]

Implicit influence explained: how to define and measure the unconscious effects of words and images by Jonathan Mall, Neuro-Flash

  • People who though a zoo is safe even though a gorilla was supposed to have escaped assumed zoo handled the situation properly, these people read a certain type of newspaper
  • Priming means setting you up to feel something, lead to a preference, lead to a purchase
  • We could connect a gorilla to chocolate in a commercials, people who like one will like the other
  • You can’t simply look at one aspect of an ad, you need conscious and unconscious effects
  • people will say something looks good but their unconscious might be noticing the pretty lady on the side, if there is too much attention in the wrong place, then you have an issue
  • The four Ps: primal, priming, preference, purchase

Understanding emotion decision drivers using brain scans by Kai Muller, The Neuromarketing Labs

  • People don’t think how they feel, and they don’t say what they think and they don’t do what they way
  • We can map disgust in the brain as well as other emotions
  • Funny ads engage the heart and the min
  • Annoying ads evoke negative emotions and high attention
  • Positive and negative mentions can impact sales an this is measureable 
  • Were able to match the results of the ad concept with the finished ad

This year’s overused image was the iceberg, two of which appeared in this track. And the second iceberg speaker chuckled over it as his slide appeared. Sorry Homer’s brain, you’re last year. ūüôā


Where are the millennials of market research?

Over the last year, every research conference I’ve attended has asked the same question: Where are the millennials? 

The speaker stands proudly on stage, waves their arms across the audience and asks millenials to stand up or raise their hands or somehow make themselves known. In most cases, three or four people are recognized and we ooooh and aaaah over this stunning bit of revelation. There are no millennials in our industry! How depressing!

Where are the millennials? Why aren’t we attracting them into our wonderful industry? Is our industry so dull and out of touch that we’re dying of old age? Have we doomed our industry to failure?

Well, I’ll tell you where the millennials are.  They’re back at the office. They’re managing projects, pulling sample, testing questionnaire links, answering respondent complaints, fulfilling incentives, and doing all sorts of necessary day to day tasks.  My office is full of millennials. 

Where are the millenials? Not at conferences.  Not learning about all the new techniques being worked on. Not bing impressed with all the great things we have to offer. 

Perhaps it’s time we teach and train and inspire the millennials in our many offices by sending them to a conference once a year. Then I wouldn’t have to hear that question yet again. 

How old do you feel and should brands care? #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

Dancing ‘Til We Drop: Global Ageing But Not As We Know It:¬†The development and application of a universal age construct¬†by¬†David Bunker, BBC, UK
Kevin Cowan, BBC World Service, USA, Lisa Edgar, The Big Window Consulting, UK

  • Measure of perceived age, chronological age should only be assessed in conjunction with perceived age, some people see themselves as much younger and others feel a bit older (or other people see them as a bit older)
  • What drives perceived age?
  • They tested across 15 countries and 4 continents, 7500 completed surveys, 500 per country; 700 people also sent in photos of themselves and their clothes plus lifestyle information
  • Under 30 see themselves as a little bit older than they are. 30 is the turning point. At age 40 we see ourselves as 35. At age 50 we see ourselves as 42. At 75, we see ourselves as 60. [I really feel about 15 years old much of the time. Then I see I have a house and it’s like… what???]
  • Largest gaps are in Latin countries. European countries are closer to average.
  • Younger at heart are more eextroverts more open, more interested in the world, engaged in the world, keen for technology, more rock/pop music, cinema, friends, wearing jeans and informal clothes, admire johnny dep, broader range of TV and radio, more media friendly, interested in world news, more likely to consume BBC
  • Older at heart are more likely to be introverts, self contained, focus on domestic life, theater, classical music, musicals, guys wearing suits and formal clothes, admire George clooney, interested in domestic news, less BBC friendly
  • How does their audience feel about their age? Don’t treat your audience like unruly¬†teens, don’t portray older people as the past was their best
  • How do you reach both a new young audience and a core older audience? need to adjust marketing content by geography.
  • World News skews younger at heard, Business matters skews older at heart
  • Who should endorse their brands? How do they segment holiday brands? What do they say to whom?

What Inspires The Curious Generation: An immersive technique that engages and empowers by Gitanjali Ghate, The Third Eye, India, Rahul Mullick, The Third Eye, India, Shibani Nayak, MTV Viacom 18, India, Sumeli Chatterjee, MTV Viacom 18, India
Sushma Panchawati, The Third Eye, India

  • How do you engage young Indians? Endear them to inspire them.
  • E=empowerment – put someone in the center of things, put them in the drivers seat, let them know how their work will be used, involve them in the end goal
  • N=newness – looking for something new and different, capture their imagination, let them discover the process and take initiative
  • D= ¬†[sorry, missed this one]
  • E=Eclectic – do not codify, develop as you discover, customize and cater to their individuality
  • A=Award – acknowledge their contribution, award their ownership, recognize the contributors
  • R=Resolution, always close the circle, address their sense of purpose, let them see the results of their efforts
  • Give the ‘secret agents’ ‘secret tasks’ to complete.
  • Youth would rather be ridiculous than boring. Kill Boring! [Hell yeah!]

Vision Y: Shaping the future of the eyewear industry through the eyes of the Millennial consumer by Giuseppe Tonolini, The Marketing Lab, Italy, Simona Sbarbaro, Luxottica Group, Italy

  • Another study on millennials. Aren’t we looking at young people all the time [queue Tom Ewing’s rant]
  • [Makes me think, if we’re ALWAYS researching young people, it’s not really young people we’re researching. it’s generational change and cultural cohorts]
  • Millennials are a generation of trendsetters to whom other generations are looking at [isn’t that the same regardless of the fact it’s 2014?]
  • How to spot a millennial – Step 1 – ¬†dress up as a police man, stop one and check their ID – aged 13 to 32. Step 2 – me or we? a millennial will pick me really fast. Step 3 – ask how they see their future, mobile, future – like to be creative and like their apps, Step 4 – how do you describe your parents friends or other people – millennials say their friends, Step 5 – texting on their phone;¬†Millennials like international brands that give them a unique experience, They may change their clothes twice a day, they know what a selfie is, they play with their look one way being eyewear, sunglasses are a way to express themselves and 30% own rayban
  • from eyewear to I-wear

Innovation for insights into the Millennial Moms’ Online Shopping by Annie Iverson and John Williamson #Qual360 #MRX

Live blogging from the Qual360 conference in Toronto, Canada. Any errors or bad jokes are my own.qual360

Leveraging innovation for richer insights into the Millennial Moms’ Online Shopping experience¬†
Annie Iverson, Associate Director, US Customer Insights, Mead Johnson Nutrition
John Williamson, President & Founder, 24tru
  • Project is called “Molly Johnson” and in this project her persona¬†is shopping online, gives a voice to the mom
  • Wanted to use research to bridge partnership with major retailers like target or babies ‘r’ us
  • A big quant survey wasn’t going to work – they wanted to understand how molly uses her phone to shop, what problems does she face trying to access websites
  • qual side was 24 moms of baby category, used videos to capture journey and captured screen at the same time, quant side was 300 moms
  • Client is the smartest person in the room when it comes to their brand, knows all the background research, all the players, all the historic info [hear hear!]
  • Moms had 7 days to do 7 tasks – tell me about yourself, tell me how you shop, go shop for formula (probably her own brand), go shop for a specific humidifier (probably doesn’t know this brand)
  • New they needed to have moms look for something that hadn’t looked for before to see how they really shop, as opposed to just getting something they always get
  • Qual would fill in all the gaps left by quant
  • How does she start shopping? Majority start online, small minority start offline, many of them search online and then decide which retailer they will visit to actually buy it
  • Many shoppers go directly to their favourite online retailer but others start with a google search
  • Discounts to encourage mothers to purchase more, even if it’s only 10% off
  • If an item is expensive or unfamiliar, she wants to see it in store – touch it, feel the fabric, see the label in person the first time
  • Powerful for retailers to watch moms shopping on their website and pointing out likes and dislikes
  • Dollar savings – where is the low price, but shipping is huge, having to spend a certain amount before you get free shipping is annoying, manufacturers coupons may not be usable on a retailer website
  • Opportunity savings – don’t waste time traveling to store, can learn about all the products right away online, learn about products without running to ten different stores, point and click purchasing and you get it in 2 days
  • Barriers – too many departments to search, no reviews, no pictures
  • Retailers can make results searchable by brand, video reviews are much liked, have a good list of products at the front – shirts, pants, shoes, diapers – not “boy or girl”

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