This is the full slidedeck of Katia Pallini's part on our Who's up NXT? Smartees Seminar in Hilversum on Tuesday 30 June, 2015. Katia is elaborating on can we do research with these youngest generations and what should we change in order to make marketing NextGen proof?

2. I am SNAPPY
I am DREAMING OF
A BETTER WORLD
I am READY
TO MAKE IT
I am MAKING IT
@kpallini

3. “A consumer insight
represents an understanding of the inner nature of
things, leading to a discovery of something that is
not-yet obvious but at same time recognizable and
real, and providing the basis for relevant and
actionable marketing decisions, ultimately leading
to competitive advantage.”
@kpallini

4. I am DREAMING OF A
BETTER WORLD
#ITSBLURRY
“In this fast pacing world it is no
exception that both parents have to
work for a living. That is why I believe
traditional roles do not make sense
anymore. In my future household
tasks will not automatically go to the
women. As such both men and
women can find a balance between
their careers and family lives.”
#WHOGIVESASEXUAL
“In a world that is full of variation,
gender is no longer defining of who
you are and what you do. In order to
have equality in this world, I do not
label people based on their gender.
This way people should be accepted
just the way they are.”
#SAVETHEWORLD
“In a world where information travels
with the speed of light, so does the
news of the bad things happening
around us. I am worried about the
future. That’s why it my duty to
actively contribute in making the world
a better place. This way we can
safeguard the future for us and the
generations following us.”
@kpallini
I am SNAPPY
#IWANTITNOW
“In a world where there is an abundance of
information. I am used to get immediately what I
want. That is why I self-serve media when and
where I want. This way I am in control of what
media to consume.”
#FOMO
“In a world where there are so many interesting
things going on I have a constant fear of
missing out on things happening around me.
That is why it is no exception for me to
consume media while being in the middle of
another activity. This way I am always up to
date.”
#IAMBORED
“In a world where they are constantly asking for
my attention, the contrast of doing only one
thing is making me bored. That is why I often
connect to another device while consuming
media. This way I can keep my level of
entertainment high.”
#SHOWME
“In a world where there is an abundance of
things asking for my attention, it is difficult for
me to process things in detail. That is why I pay
more attention to short and visual
communication executions. This way I can get
my daily dose of content in a digestible way.
I am READY TO MAKE IT
#CREATESUCCESS
“In a world characterized by the economic crisis and job uncertainty, people cannot solely
depend on luck in order to achieve something. That is why I believe one needs actively find what
they are good at, further develop this and work hard in order to make it. Only this way you can
be successful in life.”
#HOBBYPLOYMENT
“In a world marked by the economic crisis, people are having a hard time finding a job and as
such end up doing something that does not match with who they are. I am use to only focus on
the things I like. That is why I am believe it is important that I actively further develop the skills I
am good at, and as such turn my hobby into a job. This way I can succeed in life through a
successful career I truly like”
#IAMRISKY
“In a world characterized by the economic crisis and job uncertainty one cannot solely depend
on luck in order to achieve something. That is why I believe one needs to take risk in order to
achieve something. Only this way you can be successful in life.”
#INDEPENDENCE
“In today’s reality working hard is a key to success. That is why I can’t wait to be independent,
move out of the house, get a job or start my own business. Only this way I will be truly happy in
life.
#MYCREATION
In a world that is full of variation and endless possibilities to express who you are. I want to
express my unique identity in everything I do. This is why I always try to embed my personal
touch in the products I buy and the clothes I wear. This way I can show the real me.”
I am MAKING IT

5. #SHOWME
“In a world where there is an abundance of
things asking for my attention, it is difficult for me
to process things in detail. That is why I pay
more attention to short and visual
communication executions. This way I can get
my daily dose of content in a digestible way.
@kpallini

6. BETWEEN HOW
WE DO RESEARCH
& NEXTGEN DNA
Mismatch
@kpallini

7. HOW INVOLVE
THESE
stimulation junkies
IN RESEARCH
@kpallini

8. KEEP
IT
short
1.
@kpallini

9. shorter attention span
THAN A GOLDFISH
@kpallini

10. the cloud
REACH TO
@kpallini

11. @kpallini

12. @kpallini

13. MAKE IT
sharp
2.
@kpallini

14. @kpallini

15. visuals
THE POWER
OF
@kpallini

16. In which region(s) is your business located?
o Africa
o Asia
o Australia
o Europe
o North America
o Latin America
@kpallini

17. In which region(s) is your business located?
@kpallini

18. @kpallini

19. @kpallini

20. @kpallini

21. @kpallini

22. Empower
THEM
3.
@kpallini

23. skills
USE THEIR
@kpallini

24. @kpallini

25. 338 TRENDS
1019 EVIDENCE
929 COMMENTS
132
PARTICIPANTS
@kpallini

26. LOOK FOR
relevance
4.
@kpallini

27. time to kill
REACH THEM
WHEN THERE IS
@kpallini

28. Context IS A
KEY INFLUENCER
OF WHAT WE DO
@kpallini

29. Supermarket Breakfast Lunch Tired Break
@kpallini

30. @kpallini

31. @annaliezze @kpallini
IS MORE
@kpallini
LESS

32. @kpallini