Millennials are becoming a major decisive customer group, bringing a wave of change along with them. Growing up in a time of immense technological advancement, the millennial generation is now moving into their prime spending years and brands are forced to reexamine their offerings to target this group.
Truly understanding preferences of millennials however, requires us to adapt our research approaches, and interact with them in ways that come naturally to them. This means moving away from traditional surveys, and moving towards new, intuitive and fun research techniques that can be easily done on a smartphone.
Lester Sualog, Client Solutions Director Asia, SKIM.
Presented at Asia Research Breakfast Seminar in Singapore on September 27, 2017.
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