Abstract:

Millennials are adopting new technologies and changing buying behaviors, resulting in challenges that brands need to tackle. Understanding Millennials required adapting the research approach: conducting the survey on smartphones, and more importantly, asking Millennials to respond in a way which comes naturally. A new “swiping” technique was used to capture more implicit, emotional reactions. This case study focused on the telecom industry, now under huge pressure of changing behaviors and unconventional competitors. The research addressed what Millennials look for when choosing a network provider, the best way to talk to Millennials, and ultimately what influences their likelihood to switch or stay with a provider.