It’s a rite of passage. It’s as American as Apple Pie. Growing up, every kid needs to be told to “get off my lawn!” by their old cranky neighbor, at least once.
Metaphorically, this is what happens on a grand scale with each new generational cohort. Young people are labeled “lazy” and “self-centered” by the generation that precedes it. They’re criticized for the way they dress, what shows they watch, and the music they listen to. This is what’s happening currently with my generation, the “Millennials”.
The study of consumer engagement preferences in the context of market research has been an ongoing source of study, exploration, and learning at Orman Guidance since 1975. As we all know, when our consumer outreach efforts do not yield results, market research suffers. Consumers get burned out, and clients feel insecure about the quality of the research findings.
Orman Guidance envisions a better way, a much different modus operandi for market research. We’re getting closer to that vision every day. Here’s a preview.
In the past, companies used consumers to validate their brand identity. But everything has changed. Orman Guidance Research finds marketers benefitting from the power of the Millennial voice to redefine marketing strategies that co-create a myriad of powerful, shareable messages and experiences.
Changes in marketing research strategy and methodology over the past couple of years place co-creation at the top of the list. It is more than personalizing; co-creation brings customer and company together to produce mutual value. It’s got “win-win” baked right into it.
The Millennial generation: they’ve been called the most narcissistic generation in American history. They’ve also been prophesied as the generation that “will save us all.” Both may be true, depending on how you view the research. Studies done by Orman Guidance Research and others have found that Millennials are unique for their self-confidence, adaptability, and overall creativeness.They differ significantly from previous generations in their consumer habits: they rarely use landline phones, they want to dress more casually at work, and (much to the chagrin of those who have to give them rides) are less likely to have a driver’s license.