Post on 26-May-2018
Understanding millennials requires
adapting the research approach
Julia Görnandt & Nijat Mammadbayli | February 2017
Case study Telecom: A fast changing industry
TELECOM INDUSTRY
MORE
DATA
MORE MINUTES
& LESS MONEY
$
NEW PLAYERS
INTO THE
MARKET
Millennials as Market Researchers
Atlanta
LondonRotterdam
Cori | Atlanta
Patricia | London
Joyce Julia Nijat
Rotterdam
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
In the webinar, we only include the swiping part. However, in this video you
will see all features that Unspoken has.
Key differences for millennials
Be connected,
be yourself,
be fun
Open to
disruptors
Receptive to
visuals
Key differences for millennials
Be connected,
be yourself,
be fun
Open to
disruptors
Receptive to
visuals
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
So what?
Keep the
basics right
Open to
other brands
Use strong
visualizations
Adjust our
methodologies