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.

2. Generation Y

3. Generation Y

4. Generation Y

5. Generation Y

24. YOLO ≠ YOLT

27. Only 13%
of graduates
with higher
education
consider a
MR job !
Source: Fringe Factory 2013 – young graduates from BE, NL, DE, UK, US, BRIC

28. 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

29. 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.

30. 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

31. fun content
or goodies
Source: Deutskens (2006)
brand teams
selected tester

32. Beck’s
Green Box
brand team&
agency
Dragon’s Den
= skill-based
gratification

33. Beck’s
Green Box
Secret room
with exclusive
content

36. THAASOPHOBIA

40. 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…

50. Low
#selfiesteem?

53. Recognize social dimension
of Gen Y decisions

57. 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

65. 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

66. 2
Mobile application generates
more visual feedback

67. 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

71. Danone’s
Young Moms
project (UK)
Recruiting
from natural
communities
= more profile
relevance

72. Smirnoff’s
US Facebook
page
recruiting
from natural
communities
= 2000+
recruits in
2 minutes

74. 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