An overview of 2013 Q1 millennial research results This research was conducted using mobile ethnography, meaning each participant received questions and assignments via their smartphone. Participants responded to the assignments through video, which allowed for more personal, candid and sometimes shocking responses.

1. MILLENNIALS:
GEN WHY?
Lead Researcher: Elizabeth Linabury

2. WHAT IS A
MILLENNIAL?
2

3. 3
MILLENNIALS
BORN 1980-2001
BROUGHT UP USING DIGITAL
TECHNOLOGY AND MASS MEDIA.
ALSO CALLED GEN Y, GENERATION WE, GLOBAL GENERATION,
GENERATION NEXT, THE NET GENERATION, THE ECHO BOOMERS

4. 4
NAMED AS SUCH DUE TO
THEIR COMING-OF-AGE AT
AROUND THE TURN OF THE
MILLENNIUM IN SOME WAY,
SHAPE, OR FORM.

5. 5
9/11 WAS THE
DEFINING MOMENT
OF THIS GENERATION
ANYONE TOO YOUNG TO REMEMBER OR
NOT BORN YET WOULD BE GROUPED INTO
THE HOMELAND GENERATION.
GEN Z: CALLED HOMELAND GENERATION, RE-GEN, OR NEW SILENTS

6. WHAT ARE WE
DOING? AND HOW?
6

7. 7
QUARTERLY VIDEO
INTERVIEWS
WITH MILLENNIALS.
(TEEN WEIGHTED)

8. 8
10 QUESTIONS
PER QUARTER
EACH PARTICIPANT FULFILLS THE
ASSIGNMENT VIA A SMARTPHONE
OR COMPUTER. THINK OF IT AS
MOBILE ETHNOGRAPHY.
WE’RE DOING RESEARCH THROUGH
DEVICES THAT FIT THEIR LIVES AND
BEHAVIORS, MEANING PARTICIPANTS
ARE COMFORTABLE “TALKING” TO US.

9. WHAT WE’VE
LEARNED
9

10. 10
HOW DO YOU SHOP FOR
AND FIND OUT ABOUT
NEW PRODUCTS?

11. 11
WELL-ROUNDED
RESEARCH
ONLINE. FRIENDS. IN-STORE.

12. 12
INFORMED
DECISION
MAKING

13. 13
REVIEWS = 3RD PARTY
EXPERIENCE = FRIENDS
SOURCE = GOOGLE
“WHEN I GO TO AMAZON, WHAT SORT OF REVIEWS AM I READING? THE
NEGATIVE ONES. I WANNA HEAR WHAT IS THE WORST THING ABOUT THIS
PRODUCT? WHAT COULD I POTENTIALLY HATE BECAUSE IF I LOVE IT, I
LOVE IT BUT IF I HATE IT, I WANNA KNOW WHY I'M GOING TO.” -BLAKE B.

14. 14
HANDS-ON
EXPERIENCE

15. MILLENNIAL
PURCHASE FUNNEL
1.DETERMINE FEATURE SET AND BUDGET
2. RESEARCH WHAT COMPANIES ARE THE “BEST”
3.NARROW OPTIONS
4. FIND THE BEST PRICES
5.COMPARE RATINGS/REVIEWS
6.MAKE FINAL DECISION
7.PURCHASE IT
15

16. 16
SEEKING SHARED
EXPERIENCES AND
PEER APPROVAL
“…EVERYBODY HAS IPODS AND YOU DON'T WANNA BE
THE PERSON WITH THE MP3 PLAYER.” - REBECCA

17. 17
TRUST =
LESS
RESEARCH
ONE GOOD EXPERIENCE LEADS TO ANOTHER.
“(I) DIDN'T DO MUCH RESEARCH BECAUSE I KIND OF TRUST APPLE,
SO I THOUGHT THAT I WOULD LIKE IT. I TRUSTED THAT I WOULD LIKE
IT. DECIDING THAT I WANTED IT. THEN, GOING TO THE STORE A DAY
LATER, ONCE I HAD THE MONEY, AND BUYING IT.” -WOLFIE T.

18. 18
WHAT IS YOUR IDEAL
ELECTRONIC SHOPPING
EXPERIENCE?

19. 19
IDEALLY…

20. 20
HOWEVER…
PEER APPROVAL
TRUMPS FACTS
& FIGURES

21. 21
DON’T UNDERVALUE
THE USER EXPERIENCE
IT HAD BETTER BE
THE BEST EXPERIENCE.
“…YOU'RE TALKING ABOUT A PERFECT TO A UTOPIAN SOCIETY IN WHICH
COMPUTERS CAN READ MY MIND, KNOW EXACTLY WHAT I WANT FROM A
PRODUCT, WHAT EXACTLY I AM WILLING TO PAY, WHICH PRODUCT FITS
THAT BEST, AND THEN IF I'M WILLING TO PURCHASE IT AT THAT MOMENT, I
DON'T HAVE TO DO ANYTHING.” BLAKE B.

22. 22
Shopping Themes
• WELL-ROUNDED RESEARCH. ONLINE/FRIENDS/IN-STORE
• REVIEWS = 3RD PARTY
• EXPERIENCE = FRIENDS
• TRUST = GOOGLE
• NEED FOR HANDS-ON EXPERIENCE (INCLUDES VIDEO)
• NEED TO FEEL INFORMED ABOUT EVERY ASPECT
• A GOOD EXPERIENCE LEADS TO ANOTHER PURCHASE
• PEER APPROVAL/ACCEPTANCE > THAN FACTS AND FIGURES
• PURCHASING: IT SHOULD BE FAST AND EASY

23. 23
WHAT DO YOU
CONSIDER “LOCAL”
TO BE?

24. 24
UNIQUE
THEY HAVE THEIR
OWN POINT-OF-VIEW.

25. 25
PERSONAL
THEY KNOW WHAT I LIKE, I KNOW WHAT THEY
STAND FOR… WHICH LEADS TO AN
EXPERIENCE I CAN FEEL GOOD ABOUT.

26. 26
WITHIN MY AREA
IF A COMPANY’S HEADQUARTERS
IS IN THE STATE, IT CAN STILL BE
CONSIDERED LOCAL.

27. 27
PASSIONATE
THEY HAVE PRIDE
IN WHAT THEY DO.
“AT LOCAL COMPANIES, I THINK PEOPLE ARE SUPER
PASSIONATE AND DEFINITELY LOVE WHAT THEY’RE DOING,
AND DON'T WANNA LEAVE.” -LISA C.

28. 28
FROM MOM AND POP
TO TARGET
“ANYTHING LOCAL HAS MORE OF A COMMUNITY STRUCTURE
AND A COMMUNITY FOCUS.” -BLAKE B

29. 29
“(TARGET) THEY, DO A LOT OF
VOLUNTEER PROGRAMS AND
STUFF LIKE THAT WHERE THE
EMPLOYEES GO INTO THE
SURROUNDING COMMUNITY AND
WILL WORK AT THE BATTERED
WOMEN SHELTER OR WORK FOR
THE PCA.” -CASEY H.

30. 30
CORPORATE CAN
BE COMMUNITY

31. 31
Local Themes
• UNIQUE
• PERSONAL
• WITHIN “MY” AREA (TOWN, CITY, STATE)
• PASSIONATE
• SIZE DOESN’T MATTER, LOCAL MEANS THEY’RE DOING
SOMETHING FOR THE SURROUNDING COMMUNITY

32. 32
WHAT’S YOUR
FAVORITE BRAND?

33. 33
“I CAME TO DANCE, DANCE,
DANCE, DANCE. I HIT THE
FLOOR ‘CAUSE THAT’S MY,
PLANS, PLANS, PLANS, PLANS.
I’M WEARING ALL MY
FAVORITE BRANDS,
BRANDS,BRANDS, BRANDS”
-TAIO CRUZ

34. 34
FAVORITE BRANDS
MENTIONED

35. 35
BRAND
CHARACTERISTICS
AUTHENTIC.
INNOVATIVE.
FUN-ENABLING. INCLUSIVE.
UNIQUE.
PERSONALIZED.
DOING GOOD.

36. 36
BRAND
OBSESSION

37. 37
THEY UNDERSTAND
BRAND DIMENSIONS

38. 38
TECHNOLOGY
IS THE NEW
ACCESSORY

39. 39
THEY
UNDERSTAND
MARKETING
AWARE OF
BRAND PERSONAS
AND TARGETING

40. 40
WHAT’S
YOUR
FAVORITE
CAR?

41. 41
IT DEPENDS
DON’T HAVE OR
WANT ONE
PRACTICALITY OF
OWNERSHIP
ASPIRATIONS OF
LUXURY

42. 42
THEY DON’T
FEEL CHEATED
“I LIKE FORD BECAUSE THEY ARE NICE CARS; THEY’RE VERY GOOD
QUALITY WHICH IS WHY THEY’VE BEEN IN MY FAMILY FOR SO LONG.
THEY HAVE FAIR PRICES I THINK COMPARED TO OTHER MORE
LUXURIOUS CARS. YOU CAN STILL GET THE LUXURY IN FORD AS YOU
CAN IN OTHER CARS FOR PROBABLY HALF THE PRICE”-CYNTHIA P.

43. 43
WHAT’S YOUR
FAVORITE
RETAIL STORE?

44. 44
AFFORDABLE

45. 45
INCLUSIVE
EMBRACE DIVERSITY OF
CUSTOMERS’ STYLES.
“IT'S (FOREVER 21) NOT JUST ONE CERTAIN STYLE OR ONE TYPE LIKE, THAT
BRAND IS REALLY FOR EVERYBODY...MY BEST FRIEND GOES WITH ME
SHOPPING THERE, AND WE'RE TOTALLY OPPOSITE… BUT WE BOTH ENJOY
SHOPPING AT THE STORE JUST BECAUSE THERE'S SO MUCH FOR DIFFERENT
PEOPLE.”-CYNTHIA P

46. 46
WHAT’S YOUR
FAVORITE
BANK?

47. 47
IT DOESN’T
MATTER

48. 48
YOUNGER
MILLENNIALS BANK
WHERE THEIR
PARENTS BANK
“I’M GOING TO HAVE TO GO WITH SUN TRUST BECAUSE THEY GOT GOOD
FUNDS AND GOOD FAMILY PLANS AND JUST THATS WHERE MY MAMA
ALWAYS TOOK US. I’M JUST GOING TO HAVE TO GO THERE, THATS MY
FAVORITE BRAND. -EMILY

49. 49
OLDER
MILLENNIALS
GAME THE SYSTEM
TO GET THE BEST DEAL.

50. 50
“I FEEL LIKE THEY'RE ALL
PRETTY MUCH EQUALLY
CAPABLE OR INCAPABLE OF,
HANDLING MY MONEY SO,
MIGHT AS WELL GIVE IT TO
THE PEOPLE WHO TRY TO
GIVE ME THE MOST BACK.”
- QUINN M.

51. 51
THEY CAN SEE
YOUR CULTURE
EXCLUSIVITY, UNETHICAL OR
LIMITING EMPLOYEE RIGHTS
ISN’T ACCEPTED.
“WALMART IS VERY SELFISH AS AN ORGANIZATION. THEY UNDERCUT AND PUT
OTHER PEOPLE OUT OF BUSINESS ALL ACROSS THE NATION...I DON’T WANT TO
SUPPORT A COMPANY THAT ISN’T DOING GOOD THINGS AND THAT ISN’T
PROVIDING SERVICES THAT I FEEL IS TRULY VALUABLE. SO WE HAVE
DISGUSTING, UNFAIR AND LOW QUALITY. THE ENTIRE PRODUCT JUST SEEMS
LIKE THEY ASK THEMSELVES, WELL HOW CHEAP CAN WE DO THIS FOR.” -BLAKE

52. 52
DISLIKE
POSEUR & “ME
TOO” BRANDS
“I DISLIKE SONY. THE REASON WHY I DISLIKE IT SO MUCH IS BECAUSE
THEY’RE THE TYPE OF COMPANY THAT LIKES TO EXPAND TOO MUCH AND
DON’T KNOW HOW TO STAY WITHIN THEIR OWN BOUNDS. THEY LIKE TO BE A
PART OF EVERYTHING JUST SO THEY GOT IT TOO. THEY JUST WANT TO BE A
PART OF THE CROWD.”-MICHELLE B.

53. 53
CORE VS SURFACE
THEY KNOW WHICH BRANDS ARE DOING
GOOD VS DOING GOOD TO LOOK GOOD.

54. 54
NO S#!T
BS DETECTOR IS AT
AN ALL-TIME HIGH.

55. 55
THEY FIND IT
THEY KNOW IT
THEY TALK ABOUT IT

56. 56
Brand Themes
• MILLENNIALS ARE INCREDIBLY BRAND CENTRIC
• BRANDS STAND FOR SOMETHING THAT EXPRESSES THEIR
IDENTITY
• BRANDS ARE A PERSONAL EXTENSION OF THEMSELVES
• LIKE BRANDS THAT ARE INCLUSIVE, AUTHENTIC, AND
SOCIALLY RESPONSIBLE AT THEIR CORE
• YOU CAN’T FAKE IT. YOU HAVE TO BE IT

57. 57
WHO’S YOUR
FAVORITE
CELEBRITY?

58. 58
THEY HAVE TO
BE ROOTED IN
SOMETHING REAL
“MY FAVORITE CELEBRITY IS TAYLOR SWIFT. I LIKE HER BECAUSE SHE
HASN’T GOTTEN INTO ANY SCANDALS LIKE OTHER CELEBRITIES. SHE’S A
GREAT ROLE MODEL AND SHE’S AN AMAZING SINGER. AND I ALSO LOVE HOW
LIKE ALL OF HER SONGS LIKE YOU CAN RELATE TO SOMETHING YOU’RE
GOING THROUGH. LIKE THERE’S JUST A SONG FOR EVERYTHING.”-JENNIFER

59. 59
DOWN-TO-EARTH
USING THEIR CELEBRITY
STATUS TO DO GOOD.
“MY FAVORITE CELEBRITY IS A TOSS-UP BETWEEN ANGELINA JOLIE AND BRAD PITT...SO
BRANGELINA IS MY FAVORITE CELEBRITY COUPLE...BECAUSE THEY ARE REALLY
TALENTED. AND THEY ALSO GIVE BACK. THEIR CHARITY FOUNDATION HAS GIVEN TENS
OF MILLIONS OF DOLLARS TO VARIOUS CAMPAIGNS...THEY’RE VERY GENEROUS AN
APPEAR TO BE REAL PEOPLE WHO AREN’T CAUGHT UP IN THEIR OWN HYPE. ALWAYS
GROUNDED AND GENEROUS BY GIVING SO MUCH MONEY AND TIME TO VARIOUS
ORGANIZATIONS.”-WOLFIE T.

60. 60
UNEXPECTED
AND PROVEN
IT HAS NOTHING TO DO WITH
AGE. THEY LIKE PEOPLE
THEY CAN RELATE TO.

61. 61
Celebrity Themes
• GENUINE
• A GOOD PERSON
• DOWN-TO-EARTH
• GENEROUS
• WILLING TO HELP/GIVE BACK
• RELATABLE
• SOMEONE THEY’D BE FRIENDS WITH

62. MAJOR THEMES
62

63. 63
VICARIOUSLY STAND
FOR SOMETHING
THROUGH A PRODUCT OR BRAND IDENTITY

64. BRANDS ARE
LIKE FRIENDS
TRAITS THAT I ADMIRE IN PEOPLE,
I ALSO ADMIRE IN BRANDS.
64

65. 65
LOCAL =
COMMUNITY
IT’S NOT ABOUT YOUR
PHYSICAL LOCATION, IT’S
ABOUT WHAT YOU’RE DOING.

66. 66
DOING GOOD
THEY SUPPORT PEOPLE, BRANDS,
PRODUCTS AND ORGANIZATIONS
THAT GIVE BACK.

67. 67
TOGETHER “WE”
CREATE A BRAND
YOU, THE BRAND, CANNOT
TELL ME WHAT YOU ARE.

68. WHAT’S NEXT?
68

69. 69
uncovering the “Why”
• A CLOSER LOOK AT COMMUNITY
• POTENTIAL LIMITATIONS OF THEIR FUTURE
• GOALS AND DREAMS
• GLOBAL FOCUS