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,...
Only nr 15
overall and
those who
consider a
MR job would
prefer a
marketing
job !
Source: Fringe Factory 2013 – young grad...
There’s no hope?
89%
…wants to help
companies improve
their offerings for the
market.

*Based on a study in Spring 2013 wi...
GenY’s view on market research
Q: You have 5 minutes to introduce the Market Research sector. What would you say?
n = 1877...
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 wa...
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, ta...
1

Mobile application increases
community engagement

Mobile/dual
users
N=28

Average # posts
Average # visits
Average # p...
2

Mobile application generates
more visual feedback
3

Mobile application results in more
contextual & personal data

Tag categories

Total # tags

Brands
Products & solution...
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.howcoolbrandsstayho...
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
Making market research Gen Y proof
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Making market research Gen Y proof

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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.

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  • 'Gen Y' is only a Big Blunt Demographic Descriptor. By itself it gives no insight. The folk under that description are not a single homogenous group. ie they are not the same apart from their age.

    It may be even better (but not much better) to add gender, location (USA only? Midwest?)
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Making market research Gen Y proof

  1. 1. Generation Y
  2. 2. Generation Y
  3. 3. Generation Y
  4. 4. Generation Y
  5. 5. YOLO ≠ YOLT
  6. 6. Only 13% of graduates with higher education consider a MR job ! Source: Fringe Factory 2013 – young graduates from BE, NL, DE, UK, US, BRIC
  7. 7. 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
  8. 8. 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.
  9. 9. 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
  10. 10. fun content or goodies Source: Deutskens (2006) brand teams selected tester
  11. 11. Beck’s Green Box brand team& agency Dragon’s Den = skill-based gratification
  12. 12. Beck’s Green Box Secret room with exclusive content
  13. 13. THAASOPHOBIA
  14. 14. 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…
  15. 15. Low #selfiesteem?
  16. 16. Recognize social dimension of Gen Y decisions
  17. 17. 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
  18. 18. 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
  19. 19. 2 Mobile application generates more visual feedback
  20. 20. 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
  21. 21. Danone’s Young Moms project (UK) Recruiting from natural communities = more profile relevance
  22. 22. Smirnoff’s US Facebook page recruiting from natural communities = 2000+ recruits in 2 minutes
  23. 23. 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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