Thursday, September 17, 2015

Four Need-to-Knows About the Millennial Mindset from Target

Podcast delves into research shifts, loyalty, mobile and more at the bullseye brand!

By Marc Dresner, Senior Editor, IIR

The Millennial consumer has four core needs/expectations. Fail to meet every one and you risk losing him/her.

That’s according to Michael Abata, multicultural marketing manager and consumer futurist at Target Corp.
Michael Abata

“Loyalty is defined much differently by consumers today.”

“Loyalty is defined much differently by consumers today,” Abata told the Research Insighter.

“They might be loyal to you for a few months, but then something better might come along that appeals to one of those four core needs and they could quickly move on,” he added.

Abata also shared some thoughts, tips and observations that researchers should consider, notably around mobile...

“I often feel like the client isn’t holding research companies accountable to ensure that whatever we’re putting out is actually mobile-friendly.”

“I often feel like the client isn’t holding research companies accountable to ensure that whatever we’re putting out—especially in quantitative research—is actually mobile-friendly and that it looks good and works well on a mobile phone,” he remarked.

In this wide-ranging interview for the Research Insighter podcast series, Abata takes us inside research at the bullseye brand, covering:

• Four need-to-knows about the Millennial mindset

• Why “friendship groups” trump focus groups

• Target’s shift from proprietary communities to commercial platforms

• New rules for engaging Millennial respondents in research...and much more!

Listen to the podcast here!

Download the transcript here!

Editor’s note: Michael Abata will be speaking at TMRE 2015—The Market Research Event—now in its 13th year as the largest, most comprehensive research conference in the world taking place November 2-4 in Orlando.

For information or to register, please visit

(Ps. SAVE $100 when you register with code TMRE15BL!)

Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at Follow him @mdrezz.

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