Carol Phillips

Carol Phillips

Millennials Lead in Word of Mouth Recommendations

Posted on: January 14th, 2010

Brands looking for advocates would do well to target Millennials. Compared to other age groups, Gen Y is more inclined to share their opinions about purchases, both online and off line. New data from Synovate, reported by Emarketer this week...

Who Is The Gen Y “Hipster”?

Posted on: January 12th, 2010

    Youth marketing has traditionally been about understanding what the ‘cool kids want’ and then translating those insights and trends to influence the broader youth market. Yet in an age where everyone who wants a voice can have one,...

Gen Y Marketing: Don’t Forget to Meet The Parents!

Posted on: January 9th, 2010

In consumer marketing there is (generally) one person making the decision, in contrast to business marketing where there are usually multiple influencers – or even a buying group.  Someone initiates the purchase, others might do the legwork and make recommendations,...

The Secret Life of Market Researchers: Engaging Gen Y

Posted on: January 8th, 2010

To really understand Gen Y, it’s important to get beyond survey data and really talk to them, using qualitative methods. Millennials are some of the least inhibited and most transparent audiences a qualitative researcher could wish for. But getting them...

Millennials Research: Surveys Are Just a Start

Posted on: January 7th, 2010

Yesterday, we announced the launch of the Millennial Marketing Wiki, a resource for those interested in learning more about Generation Y. It is our hope that, in the spirit of Web 2.0 sharing and community building, it will become a go to...