Generation Y

Generation Y

Generation Y

Generation Y

YOLO ≠ YOLT

Only 13%

of graduates

with higher

education

consider a

MR job !

Source: Fringe Factory 2013 – young graduates from BE, NL, DE, UK, US, BRIC

Only nr 15

overall and

those who

consider a

MR job would

prefer a

marketing

job !Source: Fringe Factory 2013 – young graduates from BE, NL, DE, UK, US, BRIC

89% 35% 25%

There’s no hope?

*Based on a study in Spring 2013 with 3485 Millennials

from 13 countries: Belgium, The Netherlands, Germany,

USA, Italy, Poland, Russia, Sweden, Turkey, the UK, Brazil,

China, India

…wants to help

companies improve

their offerings for the

market.

…had an experience

in collaborating with

companies in that way.

… puts "involving customers to

improve products and services" in

the top 3 ways a company/brand can

give them a "wow" feeling.

Source: Fringe Factory 2013 – young graduates from BE, NL, DE, UK, US, BRIC

GenY’s view on market researchQ: You have 5 minutes to introduce the Market Research sector. What would you say?

n = 1877 | f= None

understand people’s needs

crucial for companies

gaining insights

access to new information & new trends

product knowledge

observingcommunicationquick-changing sector

young / modern

newest technologies

detail oriented

Source: Deutskens (2006)

fun content brand teams

or goodies selected tester

Beck’s

Green Box

brand team&

agency

Dragon’s Den

= skill-based

gratification

Beck’s

Green Box

Secret room

with exclusive

content

THAASOPHOBIA

On Fire!

That was an extremely

lengthy post you added to

topic x. You are truly on fire!

Creative genius.

Remember Picasso? He’s

getting restless in his grave

now. Thanks for co-creating,

creative genius!

Socializer!

The social room is your

playground and that’s how it

should be. After all, we’re all

friends…

Super user!

You are amazing. The

community is you. You are

the community.

Motivating individuals & teams

Low

#selfiesteem?

Recognize social dimension of Gen Y decisions

Welcome to the Lounge!This is your space! This is where you can connect with other participants, start a conversation, talk about the topic and even post questions to me and eBay!

We created 5 featured posts, which can be found in the pink squared thumbnails. You can view them by clicking on a thumbnail. Read our stories and share your comments. Other participants might have created some topics as well; you can read them too, by clicking on the orange topic title.

Let’s connect

My advice to eBay

Feedback on this survey

Meet Katia

Mobile/dual

usersN=28

Desktop-only

usersN=99

Average # posts 33 20

Average # visits 44 19

Average # page views 327 232

Average # words per post 47 87

Total # photos 179* 254

Total # tagged photos 555 516

*The photos of mobile/dual users were submitted through mobile only

1Mobile application increases

community engagement

2Mobile application generates

more visual feedback

Tag categories Total # tags % Tagged photos

submitted

through mobile

N=179 photos*

% Tagged photos

submitted through

desktop

N=254 photos

Brands 52 56% 44%

Products & solutions 27 63% 37%

Mobility 127 60% 40%

Challenges 178 47% 53%

Needs 375 57% 43%

Love for the city 312 44% 56%

*The photos of mobile/dual users were submitted through mobile only

3Mobile application results in more

contextual & personal data

Danone’s

Young Moms

project (UK)

Recruiting

from natural

communities

= more profile

relevance

Smirnoff’s

US Facebook

page

recruiting

from natural

communities

= 2000+

recruits in

2 minutes

@Joeri_InSites

joerivandenbergh

www.howcoolbrandsstayhot.com

Co-founder InSites Consulting & Gen Y expert

Joeri Van den Bergh

THANKS for your kind interestjoeri@insites.be