This document outlines research objectives and methodology for qualitative interviews regarding millennials' spending habits and use of mobile wallets. The research aims to understand lifestyles, needs, and how Venmo can assist consumers. Interviews will explore awareness and perceptions of Venmo and competitors. Objectives include observing lifestyle of mobile wallet users, understanding low Venmo awareness, exploring income spending, and defining appealing competitor services. Respondents will be Venmo users or non-users, divided into groups by workforce experience. Interviews will use discussion guides covering mobile wallet usage, general lifestyles, and reactions to Venmo's advertising campaign to provide insights for improving Venmo's value proposition.

1. Texas State University
Prestige Worldwide
October 29, 2016
Account Planning 4317
Presented by:
Alex Cannon
Michael Clarke
Alexis Gore
Brigeda Hernandez
Savannah Howard
Brianna Hurliman
Allyson Massoud

2. Objectives:
The purpose of this research is to interview professional millennials to gain knowledge about
their spending habits and their day-to-day lives. Some consumer insights that this research
should help uncover are how consumers feel about sharing and borrowing money, how
consumers spend their disposable income, and how a mobile wallet may assist them. The insights
that will help with the creative brief and advertising campaign are understanding the lives of the
respondents, discovering their needs, and finding out how Venmo can assist them.
From the secondary and survey research, more knowledge about consumers still needs to be
gained in order to write a successful creative brief. The qualitative research will provide
information on how consumers truly think and feel in regards to money spending and sharing.
The key issue areas are that little is known about how consumers view Venmo and their lack of
knowledge about how Venmo could potentially make their money handling easier. These issues
and areas will be covered based on the following objectives:
1. To observe the lifestyle of mobile wallet users.
2. To explore why there is still a low awareness of Venmo among millennials.
3. To explore how young professionals spend their disposable income.
4. To understand and define what consumers find appealing about competitors’ services.

3. Recruiting Specifications:
For the qualitative research, the types of respondents that will be interviewed are Users of
Venmo and Non-Users of Venmo. These two groups will be divided into sub-groups based on
amount of experience in the workforce. The respondents must be between the ages of 18 and 34.
In order to be placed into the correct category, respondents must share whether they have less
than or more than five years of experience in the workforce. All respondents must use at least
one mobile wallet app. The app can be Venmo or one of its competitors.

4. Screener Questions

5. Qualitative Research Screener
RESPONDENT NAME
CELL PHONE ( )
EMAIL ADDRESS
CITY/ZIP
DATE SCREENED RECRUITED BY
IF RESPONDENTS ANSWER YES TO THE FOLLOWING THREE QUESTIONS,
SCREEN THEM OUT OF THE SURVEY.
1. Do you work in advertising, public relations, press or any mass media related industry?
[ ] Yes
[ ] No
2. Have you participated in a form of qualitative research (focus groups, ethnographies, etc.)
in the past six months?
[ ] Yes
[ ] No
3. Have you participated in any research conducted by an advertising agency, public
relations firm, or any other mass media company?
[ ] Yes
[ ] No
FOR THE NEXT QUESTIONS, PAY ATTENTION TO IF THE RESPONDENT IS
WELL-SPOKEN OR NOT. RECRUIT RESPONDENTS THAT ARE EASY TO
UNDERSTAND AND ACCURATELY ANSWER THE QUESTIONS.
4. Would you describe yourself as an introvert or an extrovert? ASK RESPONDENT TO
ELABORATE.
[ ] Introvert
[ ] Extrovert

6. 5. On a scale of 1-10, how comfortable are you sharing your thoughts with others? ASK
RESPONDENT TO ELABORATE.
1 2 3 4 5 6 7 8 9 10
6. How long have you been in the workforce?
[ ] Does not work
[ ] Less than 5 years
[ ] 5 years or more
7. How old are you? IF NOT BETWEEN 18-34, SCREEN OUT.
[ ] 17 or younger
[ ] 18-26
[ ] 27-34
[ ] 35 or older
8. Do you use Venmo or any other mobile wallet apps? IF YES, WRITE DOWN THE
APP(S). IF NO, SCREEN OUT.
[ ] Yes, ______________________________________________________________
[ ] No

7. Discussion Guide

8. Methodology
For the qualitative research, the respondents will be placed into one of four groups. With a
minimum of five respondents per group, the total number of respondents will be 20 or greater.
The research will be conducted through one-on-one interviews because it allows for respondents
to have more time to elaborate on each question. This allows more insight to be gained about
who these consumers really are. These interviews will be conducted in the San Marcos/Austin
area, as well as the Houston area because of the amount of college students, graduates, and
experienced young professionals that live in those cities. In order for the collected data to be
compared, the data will be divided into two categories: Users of Venmo and Non-Users of
Venmo. The Non-Users of Venmo must use at least one of Venmo’s competitors. Each category
will have 2 sub-categories: “novice young professionals” who have been in the work force for
less than five years and “experienced young professionals” who have been in the work force for
five years or more. Basic topics that will be discussed during interviews include the awareness
level of Venmo and how the lifestyles of respondents correlate to their spending patterns.

9. Discussion Guide
BE SURE TO TIME THE INTERVIEW. INTRODUCE YOURSELF AND THANK
RESPONDENT FOR PARTICIPATING. EXPLAIN TO THE RESPONDENT THAT
THE TOPIC OF THE QUESTIONS INVOLVE MOBILE WALLET USAGE AND
SPENDING HABITS.
______________________________________________________________________________
MOBILE WALLETS (5-7 Minutes)
IF RESPONDENT USES VENMO, ASK THESE QUESTIONS. IF NOT, SKIP THIS
SECTION.
How did you hear about Venmo? (OBJ. 2)
How long have you been using this app? (OBJ. 2)
What do you like about Venmo? (OBJ. 2)
What are some expectations you have when using a mobile wallet? (OBJ. 2)
Do you think that mobile wallets are easier than cash? What about a credit/debit card? (OBJ. 3)
Do you think your money is secure when using mobile wallet apps? Explain your reasoning.
(OBJ. 4)

10. IF RESPONDENT USES A VENMO COMPETITOR, ASK THESE QUESTIONS. IF
NOT, SKIP THIS SECTION.
How did you hear about this app? (OBJ. 4)
How long have you been using this app? (OBJ. 4)
What do you like about this app? (OBJ. 4)
What are some expectations you have when using a mobile wallet? (OBJ. 4)
Do you think that mobile wallets are easier than cash? What about a credit/debit card? (OBJ. 3)
Do you think your money is secure when using mobile wallet apps? Explain your reasoning.
(OBJ. 4)

11. GENERAL LIFESTYLE QUESTIONS (15-20 Minutes)
Would you describe your life as fast or slow-paced? (OBJ. 1)
How would you describe your time management? (OBJ. 1)
How many hours a day do you spend with mobile technology? (OBJ. 1)
What kind of apps do you use on your phone? (OBJ. 1)
Do you spend a lot of time at work? (OBJ. 1)
What are some of your favorite things to do when you spend time with friends and family? (OBJ.
1)
If you were given $500, to spend freely, how would you spend it and why? (OBJ. 1 & 3)
Week to week, what are some repetitive/common things that you spend your money on? (OBJ.
3)
Do you have a budget? (OBJ. 1)

12. Do you stick to your budget? What are some occasions that you have strayed from your set
budget? (OBJ. 1)
Do you have any long-term expenses that you are expecting to handle in the near future? (OBJ.
3)
Are you currently saving money for the long-term, why or why not? (OBJ. 1)
Are you private or open about your finances with others? (OBJ. 1)
What are some thoughts you have on a social media aspect being mixed into your money
handling? (OBJ. 1)
Think about borrowing money from someone, how do you feel about that? Do you feel
pressured to pay them back as quickly as you can? (OBJ. 1)
Think about lending money to someone, how do you feel about that? Do you worry if and when
the person will pay you back? (OBJ. 1)

13. ENGAGEMENT ACTIVITY (15 Minutes):
PONY UP CAMPAIGN ANALYSIS

14. Venmo’s Pony Up Campaign Analysis
First Name _______________________________________________________
What are your initial reactions to this campaign?
Can you explain your thoughts in greater detail?
What is the tone of the advertisements you saw?
Who do you think this campaign is trying to reach?
The consumers this campaign hoped to relate are Millennials. Millennials are
between the ages of 18-34.
Do you think millennials would react positively to this campaign? If not, why?

15. Which advertisement did you like the best? Why?
Which advertisement did you like the least? Why?
Basedon this campaign, would you consider using Venmo?

16. ASK THE RESPONDENT IF THEY HAVE ANY FINAL THOUGHTS OR
SOMETHING THEY WOULD LIKE TO ADD. THANK THE RESPONDENT AGAIN
FOR THEIR TIME.
RECORD INTERVIEW TIME HERE: ____________________