This Week In Market Research: 7/27/15 – 7/31/15

Do you work from home and feel like you can never get anything really done?? In a recent article by Fast Company, Carson Tate details 5 ways that will make working from home REALLY work. ‘According to research by the financial software company Intuit, nearly a quarter of U.S. workers telecommute for at least a few hours every week.’ So according to Tate, a few of the ways you can make working from home really work include ‘communicating well and often,’ and ‘being a proactive team player.’ The first suggestion is to use many forms of communication to be sure things are being communicated thoroughly and efficiently. To be a proactive team player, you have to be diligent about reaching out to your coworkers and connecting with them not just on a work level. In other words, being a part of the team includes comradery and you have to put in a little extra effort in order to gain those relationships. Interested yet? Well, read the full article at Fast Company.
This week The Guardian posted an article for younger graduates wanting to go into the market research industry. They list five different tactics, however the two that really stood out to me included 1. Choosing a research path and 2. Building on online profile. For the first one, the article suggests that ”it is important to pick a research path’.identify whether your skills lie in numeracy or whether talking to people face to face and learning about cultures is more appealing” On top of picking a research path, building an online profile and getting connected with the research community can bolster experience and resumes. According to the article, ”it’s important to create a professional online profile’and hide any potential controversial Facebook photos.’ There you have it. These 5 tactics will surely get you closer to your dream job in market research. 
‘Where do I begin’? It’s the common question, whether asked internally or outwardly, when dealing with the launch of a new product. So where does one start when marketing a new product? Well, according to a recent article released on Entrepreneur this week, all one needs to remember is ‘Search, Social, and Content.’ In this sense, search means your search engine optimization and making sure your page is searchable through google. Social refers to the sharing of information through social media and taking advantage of getting the word out through social. This third component, content, means ensuring that the content that you are marketing is strategic and clearly thought through. All of these avenues together make up the ‘Holy Grail of Startup Marketing.’ Want to learn even more about this? Visit Entrepreneur’site and 

We have all been there. When a crisis hits at work, we work reactively rather than proactively. Well thanks to an article released this week on Entrepreneur, we now have 7 habits to get us working more proactively. Now, in order to get the full gist of the email you’ll have to read it on the Entrepreneur website. However, a few to the points listed include, blocking out time to answer emails 2-3 times a day as well as celebrate what you ARE getting done. Both of these pointers stood out to me because making sure you answer emails throughout the day ensures that you won’t get behind and making sure you celebrate what is actually getting done helps you focus on the positive around you. Focusing on the positive, helps you negate many negative emotions that occur at work and slow down your productivity. If you’re one of those people, like me, who works much better in a proactive environment this list is insightful and in its own right, proactive.

Nichole Dicharry, is a Digital Marketing Assistant at IIR USA, Marketing and Finance Divisions, who works on various aspects of the industry including social media, marketing analysis and media. She can be reached at Ndicharry@iirusa.com 

Trend Trek: Exploring Trends and Collecting Insights in Chicago

By: Stephan Paschalides
As part of OmniShopper, Stephan Paschalides from Now Plus
One, led a group of conference attendees on a 3.5-hour Retail Trend Trek
through Chicago. The fundamental goal of this inspirational immersion was to
explore current marketplace trends and collect valuable insights that are
relevant to participants, no matter their brand or agency affiliation.
We visited several retail locations of new and established
brands, including Bonobos, Shinola, TOMS, Warby Parker, The Tie Bar, DAVIDsTEA
and BucketFeet. At each stop, a brand associate shared thoughts about the brand
and specific retail location, and then we had the opportunity to ask questions
and explore the store space and products. We were very impressed at the high
level of engagement by the group, and at the sheer amount of insights we uncovered
in such a short time!

We’d love to share some of the highlights of our Trend Trek
in terms of insights:
??        
The brands we visited actively encourage
employee participation by inviting them to share feedback, incorporating their
ideas into the brand or store, and allowing them to make changes to the retail
space. Because of this two-way relationship, employees act as enthusiastic and
powerful brand representatives, rather than mere retail workers.
??        
Each of the individual retail establishments we
visited takes pride in participating in the larger community. They hold events
for the neighborhood, share products with other stores, and give back to local
Chicago communities. This allows even the bigger and global brands to feel
authentic within the local community.
??        
The brands we encountered are transcending the
retail experience by creating a movement for change. Shopping at many of these
store locations is more than just a transaction; instead it feels like a way to
participate in the brand’s movement whose goals included issues like
eradicating poverty, connecting people to artists, and revitalizing craft in
America.
??        
Despite the current industry obsession with
having digital presence, there remains a strong consumer desire to offer
tactile, sensory and emotional experiences in physical retail environments.
The Trend Trek participants reported than they felt
invigorated by getting out of the building and exploring Chicago. We
consistently find that there is a lot of power in exploring parallel
categories, as it helps participants think more conceptually, and allows them
to translate fresh insights to their own category.
Stephan Paschalides is
the Principal of Now Plus One, a
cultural insights agency specializing in market immersions. He will be leading
a Trend Trek at Foresight & Trends 2015 in Los Angeles.

The ‘Internet of Things’ and The Future of Insights

By: Gina Joseph,
Communications Manager, inContext
Solutions
 

Renee Brandon’s afternoon session on the Internet of Things
gave attendees a moment to think futuristically. What if washing machines could
order you more detergent when you run low? What if in-store beacons could ask
you if you needed help as you walked down the aisle at a grocery store? What if
your health monitor could tell you when you missed a dose of a medication, and
could suggest a different meds to take instead?
Would these things creep you out, or do they sound like
useful technologies?
These were some of the questions posed when Brandon and her
company, Field Agent, created sample studies to find out how people would use
and respond to connected technologies just like these.
The future of
insights 

While the above scenarios may sound sci-fi, they are the
kinds of technological capabilities that are coming our way 10 or 15 years down
the road, maybe less. So learning how the Internet of Things will affect
consumers and shoppers, and what types of insights can be gleaned from these
technologies, is imperative to planning how store experiences will work down
the road.
When Field Agent conducted studies related to these
connected futuristic scenarios, there were certain considerations they wanted
to measure:
??        
The appeal of the technology (how consumers
viewed the benefits of being connected)
??        
The comfort level associated with having to
answer surveys triggered by the technology (Brandon referred to this as the
‘creepiness factor’)
??        
And their likelihood to actually respond to a
survey
Field Agent came away with some insightful results. When it
came to a connected home’a house where connected thermostats and light sensors
regulate your homes temperature and energy usage while you’re away’sample tests
showed a strong appeal to the usefulness of that type of technology. However,
when respondents were asked whether or not they would be comfortable with
surveys asking about where the homeowners are going on vacation, or for how
long, the correlation was low’only 37% were comfortable with that kind of
personal information being asked.
In contrast, being able to be connected through health
monitors and receiving notifications about medication refills and doctor
appointment suggestions also had a strong appeal as well as a high comfort
level’the takeaway being that consumers are more likely to answer survey
questions about their own personal health in order to maintain a healthy
lifestyle.

This kind of data on the Internet of Things and the insights
they will produce is still in an early phase. But more and more, these kinds of
data sets and technologies will become the norm, and we need to make sure we’re
ready for them. 

Meet Your OmniShopper International 2015 Keynotes

Jumpstart your next best shopper strategies by collaborating
with some of the best in the retail industry at OmniShopper International this
November. Formerly International Shopper Insights in Action, OmniShopper
International 2015 brings you the best mix of leading retailers, brands,
visionaries and thought leaders to arm you with the insight you need to make
your next shopper breakthrough.

Download the brochure here:  http://bit.ly/1Jq1EmA

Introducing Your 2015
Keynotes: 

??        
OmniChannel Experiences
Simon Russell
Director of Operations,
JOHN LEWIS PARTNERSHIP 
??        
Creating Ideas that Matter
Tim Harford
Best-Selling Author
THE UNDERCOVER ECONOMIST 
??        
Shaping Consumer Decisions
Nina Mazar
Behavioural Scientist, Associate Professor of Marketing
ROTMAN SCHOOL OF MANAGEMENT
??        
In-Store Strategy
Pierre Chandon
The L’Oreal Chaired Professor of Marketing-Innovation and Creativity, Director,
Sorbonne Behavioural Lab, INSEAD 
??        
Changing Shopper Realities
Vijay Raj
Vice President, CMI, Research Innovation, Media & Shopper Insights
UNILEVER

And more!

See the full keynote lineup here:  http://bit.ly/1Jq1EmA

Plus, stories to help you rethink the future of retail and shopper realities from:

Carrefour France * Tesco * Philips * Warburtons Limited * British American
Tobacco * Coca Cola Italia * Campofrio Food Group * Coop Danmark * Metro * GSK
Consumer Healthcare and more.

Join us 11-13 November and revolutionize your shopper strategy to win in the
emerging retail landscape.

Use code OMNIPARIS15BL for $100 off the
current rate. Register here: 
http://bit.ly/1Jq1EmA

We hope to see you in Paris! 

Cheers,
The OmniShopper International 2015 Team
@OmniShopper 

This Week In Market Research: 7/20/15 – 7/24/15

There’s a new boss in town and guess who it is? The customer. Five or six years ago a marketing campaign was deemed successful if there was an increase in sales. Now a marketer is held to answer to the customer and their social media scrutiny. According to a recent article on Entrepreneur, ‘As customers’ voices become louder, and as they interact with brands in more ways, the modern marketer’s job has become a lot more visible and complex…’ This article discusses the 5 attributes that a marketer in today’s day and age must possess. Among the traits listed is ‘join today’s conversation.’ In other words, customers are having conversations everywhere on social media and marketers would benefit greatly from joining the conversation and providing useful content. With the world of marketing evolving and placing heavy importance on how the customer interacts with the campaign, these 5 attributes provide an insightful take on what it means to be a marketer today.
Imagine the place you work. More than likely images of cubicles, four white walls, printers, and break rooms are seeping into your mind. Now imagine a work setting with none of that. In fact imagine your work location being whatever you want it to be whether it’s your kitchen at home, inside a local coffee shop, or outside in the park. This incredible dream is actually a reality for Amir Salihefendic’s organization ‘Doist.’ Doist is an organization designed to manage any sort of to-do list. When Salihefendic took this idea to the next level at full-time capacity he realized he needed employees and couldn’t be picky about where they were located. The organization now employs 40 people from over 20 different countries. In the respect of market research do you think this could work to the organization’s advantage as a way of being more ‘global’? You decide.
What do you think has the fastest growing rate on social media? Is it Facebook? What about Twitter? If you guessed either of these two, I’m sorry to say, but you’re wrong. Instagram is actually growing faster than both of these platforms due to its engagement rates soaring. So if you’re a company like Tom’s from Maine, how do you get a coverage on this platform without an obvious visual appeal? Well, according to a recent Adage article, the Local Main company plans on turning to what is called

‘micro-influencers.’ In the Instagram world more and more companies are starting to make payments of $15,000 or more to Instagram ‘mega-influencers’ in order to have them post product photos to their millions of followers. However, in Tom’s approach, they are targeting ‘micro-influencers’ ‘who have maybe 1,000 to 5,000 followers but engage a very high percentage of them around a very specific topic.’ In other words, Tom’s will be reaching out to users who may not have an exuberant amount of followers, but have a rather heavy engagement with the followers they do have. To me this is a brilliant change in market strategy for Tom’s and one which will be interesting to follow (no pun intended).

Ivy Lee? Every heard of him? Well, he was a very successful businessman, the man considered to be the father of public relations, and the genius who will increase your productivity. According to his method for productivity, your business can reach peak productivity. Here’s how: 1. ‘At the end of each work day, write down the six most important things you need to accomplish tomorrow. Do not write more than six tasks. 2. Prioritize those six items in order of their importance. 3. When you arrive tomorrow, concentrate only on the first task. Work until the first task is finished and before moving on to the second task. 4. Approach the rest of your list in the same fashion. At the end of the

day, move any unfinished items to a new list of six tasks for the following day. 5. Repeat the process every working day.’ You may ask, ‘Why should we take his word? How do we know it works’? Well, back when Charles M. Schwab asked for Lee’s advice, Schwab asked how much it would cost him. Lee responded by saying, if it worked Schwab could pay him whatever he thought it was worth. Charles M. Schwab ended up giving him $25,000 dollars, which, back in 1918 is the equivalent of $400,000. Convinced?

Insights to Strategy: The Story of Chobani

Sonia Dalvi, Brand Manager of Shopper Marketing at Chobani, opened up the session with a genuine introduction of
Chobani’s founder, Hamdi Ulukaya.
‘If
I’m going to have peaches in my yogurt, then they’re going to be peaches, there
is just no other way.’
‘ Hamdi Ulukaya, founder if Chobani
She continued through the history of Chobani and the vision of
the company. 
History: Turkish by decent, Chobani’s president wanted to
provide better food options to people.
DNNA- deliecious nutritious natural and affordable-
characteristics Chobani wants to leverage across. Usually price point is off,
or products are healthy yet taste bad.
**call out important nutritionals, colors are important,
being transparent with the consumer is most important
When she first started, Sonia was given a shopper insights project. This came to be a very insightful experience providing invaluable information that the company had not even thought about. 
Through completing the project, she came up with a few guiding principles. 
1.       1. Shopper insights= a journey, not a destination
a.      
Think more than just
2.      
2. If it’s not actionable, it’s just academic
b.      
There are valuable insights for both internal
and external teams. Keep insights relevant for all involved
3.       3. One size does not fit all
c.      
They wanted to connect with the growing
millennial shopper but growing as a brand think of all the shopper groups at
your disposal and you can even segment within that group.
She continued to describe the project, first defining the goal and parameters. 
What was the goal?
                How can
yogurt become a destination again- fun
Who is the shopper?
                Who are the influencers- how does she navigate, what value does she bring to the
category
Focus on IN THE MOMENT research:
                Qualitative and quantative elements to discover how is the shopper environment is influencing her
decision making.
Learnings
Pre-shop is critical in the category- yogurt consumption is highly planned and
purchased out of habit. You must drive awareness before she enters store. Use media content, online coupons, ads to remind all to drive trial. 
Brand and flavor are key influencers as they are the most
important factors in the category. Consumers had a specific set in mind before even getting to the
shelf.
Shoppers spend minimal time at shelf vs other food
categories. The shelf is confusing with so many options so make your brand the “go-to” leaving no time for guessing. 
Are there differences by region?

East coasters are planners- they know Greek and know their
brands- they do their research and make informed decisions. 
West coasters are newer to Greek- they have a wide consideration set and value global
ingredients. For this reason they are prone to impulse purchases which is highly uncommon in a non-impulse category. Chobani ensures they capitalize on this. 
Shoppers desire portability- the on the go pouch option is
really valuable in this space.
Shoppers’ desire for yogurt extends beyond breakfast. Full fat yogurts are growing ‘ expanding consumption was a
big theme.
Now what
After deriving the insights, Sonia next had to turn this into a strategic plan. She kook these results and worked with marketing team to revamp their story and strategy. They focused on a few key elements:
                Pre-store
connection
The emotional connection with
yogurt- how does it make you feel? Driving this buzz and excitement was a
powerful tool they utilized.
                Packaging
Cluttered shelf makes it hard to
break through- extenuating the packaging and logo and also call out the nutrition
facts.
                Engaging
consumers in store to drive brand
                                Colorful
powerful way to engage the consumer though in store danglers and setups.
The key was to build solutions around entire path to purchase.
She left us with some takeaways: 
-        - Strong vision and mission can aid navigation in
a  competitive category
-        - Contextual ‘in the moment’ research is an effective tool to both understand and change behavior

-        - Research provides the most value when it is actionable
and used to connect with shoppers through integrated programs

Janel Parker, Market Research Consultant at SKIM, an international consultancy and marketing research agency, has a background in Marketing and Psychology from Cornell University. Her previous experience at a social media agency combined with her knowledge from SKIM provide for a unique understanding of the relationships between social media and marketing. She can be reached at j.parker@skimgroup.com.

The Seamless Model: Evolving Beyond One Size Fits All

By: Gina Joseph,
Communications Manager, inContext
Solutions
 

When
stores and CPGs think about the ways they can engage the customer, many things probably come
to mind: creating compelling in-store signage, using mobile apps, providing
expert customer support, and interacting on social, just to name a few. These
are known as touchpoints; engagement points designed to make sure your shopper
is aware of your brand.
But how do we make all those touchpoints come together in a
seamless way?
Unveiling the people
behind the curtain

At their OmniShopper 2015 conference session, Scott Jeffrey
and Lori Parrett of Interbrand Design Forum talked about the idea of ‘seamless’
shopper experiences. These experiences happen in part because shoppers are
happy and satisfied with a brand, without knowing all the intricacies of why.
They know they are loyal customers or advocates of certain brands and
retailers, but they never have to think about the many factors that go into a
seamless experience.
It’s our job as retailers and CPGs to be the people behind
the curtain, making everything run smoothly.
Omnichannel is the
template, Seamless is using it

The shopper journey is not linear. The reality, as Parrett
put it, is that people bounce in and out of moments where they serve as the
shopper, the customer and the consumer. Having multiple channels to support
these moments it what creates that seamless experience.
As retailers and CPGs, we have to depict the total shopper
journey’in the right moment, with the right message, and at the right place.
How to overcome the
hurdles

So what are the hurdles that appear when we are trying to
create these interactions? And how can we overcome them?
One such hurdle is the question of internal silos’how to
make people realize that just because that’s how they’ve always done things
doesn’t mean it’s the best way. These tentative adopters of new technologies
and ideas can be hard to convince. Knowing the best channels to reach them at
could make all the difference.
Another is data, and how it’s being used. Understanding the
data available for your brand and then using it in a smart or creative way to
engage your customers can make a big difference when it comes to a seamless
shopper experience.
In addition, disruptors (things that pop up in the middle of
a project that derails progress) and crowds (the shear amount of chatter and
noise that gets in the way of your message being heard) are also hurdles to
overcome. Having a plan in place to deal with derailments, and auditing your
touchpoints’putting yourself in the customers shoes to gauge what will interest
them’are both important when thinking about our shopper experience.

The bottom line? A ‘seamless’ shopper experience will vary
by retailer and brand as far as tone, story, and voice: but those who know
their customer will be able to seamlessly create brand advocates.

Dad’s wallet is open. His heart and mind are too.

- Kitty Hart, Capsule

Jen Drolet and Julia Eisenberg from iModerate provided a deep-dive into understanding Dads of today and what motivates them.

A study was done with 2,500 dads with kids living at home. They were asked about what they put in their cart, what they see in retail, who is with them and how they felt. Interesting to see that statistics show dads are becoming the new “regular” shopper. In fact, 80% of millennial dads are becoming the primary shopper or at least equally sharing the responsibility.
Well, we always knew dad was a softy, but the research definitely put some insight behind this theory. 
Dad’s wallet is open as are his heart and mind. 
In a snapshot, the study shows dad is brand loyal, adventurous, convenience-driven, less phased by price and seeks information. While mom seeks value and deals, dad is actually less concerned with price. See, we’re not always the spenders.
The findings support the fact that he is primed for impulse purchases. So what circumstances lead to these purchases? What can retailers do to motivate dad? To answer these questions, research needed to uncover how dad feels.
Using the Luminoso text mining tool iModerate was able to dig into the language they use to describe their experiences.
Why do dads impulse buy?
They have cravings. They want to reward. Dads love convenience and they love to treat and/or indulge their loved ones as well as themselves. Dads are brand loyal so if they see a trusted brand come forward with something new, they are apt to try it. And, dad will impulse buy if he sees a good deal. 
We are all kids at heart. 
Part of the study included a look at how impulse purchases differ when dad is alone versus with kids. Well, well, well. Check this out. When dad is alone, he fills his cart with ice cream, chips, beef jerky, beer, tools and electronics. Wait, was the study done on adults or teenagers? 
When dad shopped with kids in tow, the impulse purchases included less beer, fewer tools, toys, DVDs, candy and games. Dad rocks!
Research showed that dads feel amazing, appreciated, proud and accomplished when they can treat or indulge their kids. But don’t worry, there is also some conflict here about spoiling or creating ungrateful kids. As with everything, it’s another example of a need for balance. 
One brand doing a great job in speaking directly to these dads of today is Cheerios and their recent #HowToDad by Cheerios campaign. 
If this spot doesn’t make you want to be a super-hero dad, there’s something wrong with you.
So, how can brands tap into dad’s open wallet?
Within the store environment, prompt dad in the following ways. Create opportunities to treat his family, to share experiences, to make memories. Helping dad reminisce about his childhood and helping him embrace his status as a parent are highly motivational. Dad wants to feel cool, successful and have great feelings about his kids in general. 
So dads, let go of the macho persona. We know you’re all just big teddy bears.

Kitty Hart

I am the HartofCapsule, caring for our clients, friends, colleagues and partners. When I’m not deep in strategy and design thought, I dream of belting out Diana Krall tunes in the blue haze of a nightclub. Until that dream is realized, I help Capsule’s clients understand and rise above business challenges through designed conversations.

Life is full of “micromoments” retailers need to capitalize on

The World of “Search”- we go on there with a purpose and a
specific intent to go on there. We see 100 Billion searches every month- and
we’re seeing a rise in these coming from mobile. They’re searching with an
intent to shop. Vikram Tank of Google delivered an insightful presentation to describe these “micromoments” consumers are on mobile that brands need to take advantage of. 
Intent and immediacy
Intent
We’re tuning in more than ever. We’re doing this on multiple
devices. With less time, consumers are ticking in a higher conversion rate.
Moments are those short times you are on your phone when the
user is in control. Brands and retails don’t have too much time to play.
Micromoments- These are where brands can flourish. Users are
showing intent to do something with a brand or retailer- where to go to lunch,
watching makeup videos. These happen throughout the day. These opportunities are replacing those longer research at the desktop
             

Tank described 4 different micromoments and how brands can play a role.

 I want
to know

To look up anything and
everything. They are immediately satisfying their curiosity. 66% of people pick
up their phone too looking up info in the middle of a conversation.
This is multi-tasking at its’
finest.
I want to go
The ‘what’s near me’ searches-
they show intent of where consumes are going. 50% of consumers who search out a
place on their phone end up going there within 2 days; 18% of them actually
make purchases. What happens to the rest? They don’t go- they’re afraid
something will be out of stock ‘ they don’t want to waste the time since
they’re not fully convinced.
Looking at these searches- people
aren’t looking up brands- they’re looking to meet their needs. Brands need to provide a more useful
experience here
.
I want to do
These are really under the radar
and brands can play a role here. Online tutorials allow people to learn
themselves. Retailers need to take advantage here and really offer the support
and experience customers want.
I want to buy
When purchase decisions are being
made. There are many funnels and consumer are jumping down at different points.
82% of consumer use their smartphone while in a store.
BUT, where are these conversions
happening? Conversion rates on desktop are 2X higher- we need to work on making
it easier for consumers to purchase on mobile where all of this research is
being done.
While in store, 1 in 4 people have
changed their mind about buying something while in check-out line because of
something they saw on their phone.
Topics that live across all moments;
                Immediacy
                                Research
and ability have allowed us to demand immediacy and this is not going away.
                Higher
expectations
                                No
one wants to deal with the annoyances of inserting address over and over.
                Loyal
to needs

                                People
know their needs and want them to be met. 

Janel Parker, Market
Research Consultant at SKIM, an international consultancy and marketing
research agency, has a background in Marketing and Psychology from Cornell
University. Her previous experience at a social media agency combined with her
knowledge from SKIM provide for a unique understanding of the relationships
between social media and marketing. She can be reached at
j.parker@skimgroup.com.

The real insights on connecting with your consumer: how generational characteristics impact marketing strategy

How did ‘Millennials’ come about? We all use this term but
little know the actual meaning behind it.
Neil Howe opened up with this insightful fact explaining
that this group will graduate in 2000- granting them the title, ‘Millennials’.
Generations last about 20 years and they have attitudes and
behaviors in common that differ from those of other generations. It’s a length
of a socially defined phase of life. This causes discontinuous gaps of
generations.
One important note:
always consider thinking about someone’s parents when describing their fit into
a generation as this also impacts their traits.
G.I generation:
Think Kennedy, Reagan, Walt Disney- they had this spirit of sacrifice. We gave
them respected, granting them the name ‘Senior Citizens’ as opposed to ‘Old
People’ used in the past.
 Silent generation: Signal a break- Think Elvis Presley, John
McCain, Colin Powell, MLK. ‘We don’t want to change the system, we want to work
within the system.’ They were not risk takers
Boomers: Clintons,
Oprah Winfrey, Springsteen- Their individualism, their sense of self
sufficiency. Women began to think of themselves as economically
self-sufficient. Their value orientation- good vs bad, true vs. false, right
vs. wrong. They like the experience of things. The ‘yuppie’ culture.
They’re suspicious of
omnishopping
. They don’t like those cameras, they don’t want their name
noted, but they do account for majority of Amazon.com shoppers. They’re not
retiring instead they’re working longer.
Gen X: Think
Obama, Michael Jordan, Kurt Cobain- today 32-52- lack of commonality- most
spread out in terms of income and wealth. ‘I get somewhere form being different
form my peers.’ Generation born into divorce rate, economic struggles, and
skepticism. Maximum individualism and risk taking. They appeal to efficiency,
incentives, and survivalism.
Omnishoppnig to them deals with competition- extreme
couponing and coupon codes- they want to get the edge on people.
Millennials:
Think Zuckerberg, Taylor Swift, Bruno Mars- They came right after the divorce
rate peaked as did the abortion rate and recreational drugs ‘ this caused
society to want to give kids a new sense of structure, optimism, etc. Baby
protection home devices become popular- cities become safer- child well being
considered much higher and children are considered ‘special’. X’ers are
resentful and so take this out on Millennials which has shown to be less than
optimal.
This change can also be found in the military where a
completely new approach has been taken to train these Millennials involving a
more work along- personal approach as opposed to the previous ‘break them down
and rebuild them’ hardcore approach.
They’re more positive in all aspects of life. Risk seeking
and independence are lower. They’re looking for long term planning. They look
for gamification. They like to be connected with family and use technology to
do so.

They will face huge crises- geopolitical, economic, and this
will reshape them profoundly.  

Janel Parker, Market
Research Consultant at SKIM, an international consultancy and marketing
research agency, has a background in Marketing and Psychology from Cornell
University. Her previous experience at a social media agency combined with her
knowledge from SKIM provide for a unique understanding of the relationships
between social media and marketing. She can be reached at
j.parker@skimgroup.com.