In this 30-minute SKIM webinar on February 2, 2017 we shared with you what we learned about millennials from a mobile research-based study we conducted in the telecom industry. Click here for more info https://goo.gl/j3zXf8 Insights: • New research technologies designed for the smartphone, e.g. “swiping” MaxDiff • Rational vs emotional: which statements drive decisions amongst millennials • How different styles of visualization influence millennials’ decision making

1. Understanding millennials requires
adapting the research approach
Julia Görnandt & Nijat Mammadbayli | February 2017

2. Why is this
relevant?
How we did it:
Methodology
What we found:
Results
So what?
Conclusions
Agenda

3. A game changing generation

4. Case study Telecom: A fast changing industry
TELECOM INDUSTRY
MORE
DATA
MORE MINUTES
& LESS MONEY
$
NEW PLAYERS
INTO THE
MARKET

5. Millennials as Market Researchers
Atlanta
London
Rotterdam
Cori | Atlanta
Patricia | London
Joyce Julia Nijat
Rotterdam

6. Conventional MaxDiff
MaxDiff

7. Conventional MaxDiff New SwipeDiff
MaxDiff 2.0

8. Unspoken

9. Real truth
Emotional truth
Rational truth
Bridging rational & emotional drivers

10. 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

11. Unspoken

12. In the webinar, we only include the swiping part. However, in this video you
will see all features that Unspoken has.

13. Unspoken

14. Everybody wants unlimited connectedness

15. Key differences for millennials
Be connected,
be yourself,
be fun
Open to
disruptors
Receptive to
visuals

19. Key differences for millennials
Be connected,
be yourself,
be fun
Open to
disruptors
Receptive to
visuals

20. 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

21. So what?
Keep the
basics right
Open to
other brands
Use strong
visualizations
Adjust our
methodologies

22. Try it yourself
http://tinyurl.com/SKIM-Unspoken
Thank you for joining us