Marketing to Millennials at ESOMAR Best of NL
Back on December 7th, 2016, we shared our story on “Marketing to Millennials” at ESOMAR’s Best of the Netherlands event. Based on their presentation at the ESOMAR Congress earlier in 2016, three of our ESOMAR Corporate Young Professional Award finalists shared their findings by measuring Millennials’ disruption in the market.
The Game-changing Generation: How Millennials are disrupting the market and what your brand can do about it
Millennials are adopting new technologies and changing buying behaviors, resulting in challenges that brands need to tackle. Understanding Millennials required adapting the research approach: conducting the survey on smartphones, and more importantly, asking Millennials to respond in a way which comes naturally. The reason why a new “swiping” technique was used in order to capture more implicit, emotional reactions.
The case study focused on the telecom industry, now under huge pressure of changing behaviors and unconventional competitors. The research addressed what Millennials look for when choosing a network provider, the best marketing to Millennials, and ultimately what influences their likelihood to switch or stay with a provider.
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