Today, when market research professionals go about their work, the phrase that is often top of mind is: What about the Millennials? This large, young generation has become the most sought-after market, as this is the group currently shaping the future and guiding social norms. They are changing the very way in which we shop, advertise, communicate, and even think.
Much of this is due to the influence that new technology has had on their lifestyle. Spending, according to research consultancy TNS, approximately three hours a day on their mobile phones, Millennials are immersed in technology and live much of their lives online – which, of course, has a profound effect on their buying decisions. This leaves market researchers wondering, do traditional research methods work with Millennials?