Webinar "Understanding millennials requires adapting the research approach"
Transcript of Webinar "Understanding millennials requires adapting the research approach"
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Understanding millennials requires
adapting the research approach
Julia Görnandt & Nijat Mammadbayli | February 2017
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Why is this
relevant?
How we did it:
Methodology
What we found:
Results
So what?
Conclusions
Agenda
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A game changing generation
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Case study Telecom: A fast changing industry
TELECOM INDUSTRY
MORE
DATA
MORE MINUTES
& LESS MONEY
$
NEW PLAYERS
INTO THE
MARKET
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Millennials as Market Researchers
Atlanta
LondonRotterdam
Cori | Atlanta
Patricia | London
Joyce Julia Nijat
Rotterdam
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Conventional MaxDiff
MaxDiff
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Conventional MaxDiff New SwipeDiff
MaxDiff 2.0
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Unspoken
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Real truth
Emotional truth
Rational truth
Bridging rational & emotional drivers
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System 1
Fast, Intuitive, Automatic
Generates impressions, feelings and judgments at a non-conscious level
Relies on heuristics or rules of thumb
Tends to be more associative in nature
System 2
Slower, Deliberate, Effortful
Used for problem solving and decision making at
a conscious level
Skeptical in nature, monitors system 1
Tends to be more logical and rational
“System 1 runs the show. That’s the one you want to move.” – Daniel Kahneman
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Unspoken
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In the webinar, we only include the swiping part. However, in this video you
will see all features that Unspoken has.
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Unspoken
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Everybody wants unlimited connectedness
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Key differences for millennials
Be connected,
be yourself,
be fun
Open to
disruptors
Receptive to
visuals
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Key differences for millennials
Be connected,
be yourself,
be fun
Open to
disruptors
Receptive to
visuals
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5
4
3
2
1
Traditional methods
“It really was refreshing and
more engaging than other,
more monotonous, surveys”
“Fun way to take a survey
over just answering
questions”
“Liked that it was interactive
and not just re-reading the
same questions... it kept my
interest”
Engagement is up
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So what?
Keep the
basics right
Open to
other brands
Use strong
visualizations
Adjust our
methodologies
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Try it yourselfhttp://tinyurl.com/SKIM-Unspoken
Thank you for joining us