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Insight Innovation Challenge: Engaging & Understanding Hard To Reach Populations: Millenials by Matthew Listro of CrowdTap - Presented at the Insight Innovation eXchange North America 2013

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Driving Millennial Powered Products and Innovation …

Driving Millennial Powered Products and Innovation

In this session, Brandon Evans, CEO of Crowdtap, will discuss how brands can market collaboratively with Milennials and quickly move products they love from ideation to store shelves. Brandon will discuss how Reckitt Benckiser has partnered with Crowdtap to apply collaborative marketing principles across their portfolio for brands such as Woolite, Durex, and Veet. He will provide steps brands can take today to build a truly consumer-powered market research and innovation process that appeals to the 24-35s.

About Crowdtap
Crowdtap is the Collaborative Marketing Platform, the leading enterprise technology solution that allows marketers to partner with their most engaged consumers throughout the marketing process.

With Crowdtap, brands can learn, ideate and market with their consumers on-demand.

Crowdtap is one of Forbes 100 Most Promising Companies of 2013 and works with leading brands including Verizon, Reckitt-Benckiser, Old Navy, AT&T, Kimberly-Clark, and Sony. Headquartered in New York, Crowdtap has raised $10MM led by leading Venture Capital firms The Foundry Group and Tribeca Venture Partners.

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  • Millennials are an overly distracted, on-the-go generation. How can you get them to stop and participate most effectively with your research team?
  • Social media penetration for hard to reach pops like millennials is upwards of 80%ROUGHLY 80% OF MILLENNIALS ON SOCIAL CHANNELS ACCORDING TO PEW
  • Create fun ways in which consumers actually want to provide feedback to brands
  • They also believe in the power of the crowd.
  • Just like with text messaging, Milllennials prefer to participate in a variety of activities via short, constant sprints. They won’t sit and give you an hour, but they are willing to open up to you in ways that fit into their multi-tech lives.
  • They also believe in the power of the crowd.
  • Some bias but directional

Transcript

  • 1. June 19, 2013Engaging Millennials & Hard to Reach Populations
  • 2. FACT:TRADITIONAL MARKET RESEARCH IS SLOW,EXPENSIVE, AND DOESN’T APPEAL TO ALLDEMOS
  • 3. FACT:STATISTICALLY SIGNIFCANT SAMPLES OFMOST DEMOS ARE ON SOCIAL CHANNELS
  • 4. HOW DO YOU LEVERAGE THE POWER OFSOCIAL TO REACH TRADITIONALLY HARDTO REACH POPULATIONS?
  • 5. vGame MechanicsDrive Real TimeResponses+500pts+250pts+1000pts
  • 6. CustomSegmentationMultipleChoice PollsInteractiveDiscussionsOpen-EndedFeedbackIn-HomeUse TestingA/BTestingVideoTestimonialsMobileEthnographyThe Ultimate Research Toolkit
  • 7. ON THE DEVICES MILLENNIALS USE—INREAL TIME
  • 8. Real TimeProductDevelopment& CreativeTestingv
  • 9. vvIn-HomeEthnographies or Shop-Alongs
  • 10. LongitudinalTestingv
  • 11. vIn-HomeProductTesting
  • 12. …But what aboutdata integrity?
  • 13. Join 50+ Fortune 500 Brands
  • 14. Matt ListroSenior Director, Strategic Relationships917.593.8219mattl@crowdtap.com225 Park Ave SouthNew York, NY 10003@mattlistro