March 5-6, 2019
Our client, Visa, wanted to understand how money is changing. Specifically, they wanted to understand the wants, needs and expectations of Millennial women. Millennials are the fastest-growing and largest population segment in the U.S., and Millennial women are evolving in the ways they think about money.
To uncover these insights, we needed to tap into underlying stereotypes and compare responses across generational cohorts. We surveyed multiple generations about their attitudes and behaviors around money across all aspects of their lives. We used projective techniques and a number of tools from our Pragmatic Brain Science Institute®, including Linguistic coding and the BASE Framework, to connect with consumers’ fundamental needs and identify underlying perceptions that may drive decision-making.
Our biggest challenge was taking the complex, multi-dimensional issue of personal finances and disseminating the data into a compelling story that shared the attitudes of a diverse demographic. We worked with Visa’s creative agency to help tie the insights together by taking a targeted, hypothesis-driven approach to storytelling.
The work to promote diversity and inclusion is never done. Join the IMA’s James Wycherley as he leads a panel discussion of client-side researchers who will discuss common workplace challenges [...]
Wednesday | 4:00-4:30 | Room 4
By 2021, it is estimated that there will be around 3.02 billion social media users around the globe. Social media has changed the way we interact with each other and [...]
Wednesday | 10:45-11:15 | Room 5
Sneaker culture has changed dramatically over the past two decades, shifting from a niche community of collectors to the mainstream. For Millennials and Gen Z, sneakers are a visible, tangible [...]
Tuesday | 2:15-2:45 | Room 5