Client partner: Time Inc
Project: The New Mainstream
Time Inc are one of the largest branded media companies in the world, and they aimed to challenge the stereotypes about the much misunderstood Millennial generation, (18-34 year olds).
Differentology’s research, following a series of qualitative co-creation labs in Leeds and London, and 2,400 quantitative interviews of Millennials, unearthed some enlightening results.
The study identified six segments in the market to give marketers and advertisers a better understanding of this age group so they move away from treating them as one homogeneous group.
Millennials are a diverse group of individuals with different views on life and their future, for example nearly three quarters (73%) don’t even identify themselves as “Millennials”.
The six audience segments the New Mainsteam identified were:
- Troubled Traditionalists
- Hashtag Heroes
- Responsible Rebels
- Urban Optimists
- Sofa Surfers
- Crowdsourcing Consumers
The New Mainstream research results were launched at an event in London in front of hundreds of clients and media agencies and were well received.
To quote one story: “Using this insight has helped Time Inc. UK’s NME, LOOK, and Now brands, according to Romano Sidoli, managing director of Time Inc. UK’s Innovation Group.
“‘In the past 15 months, we have successfully transformed both NME and LOOK by understanding the demands of a very diverse group of 18-34 year-olds.'”