As the conversation about Gen Z — aged 20 and younger — grows, it is clear that while in some ways they deepen Millennial trends, in others they are quite different. This is particularly the case with the guys who have completely turned what we thought we knew about young men on its head.
Bars have had it figured out for ages: A ladies night will bring in the guys. When girls are there, guys have an incentive to hop on the bandwagon. While this has always been the case in the real world, the same phenomenon has increasingly made its way into the digital world as well.
Just as marketers finally mastered millennials, along comes Gen Z who now range from tweens up to the age of 20, In that stage of life marketers dream of connecting early to drive brand loyalty before habits harden. OMS's CEO Robin Hafitz explores how this young generation will alter the TV and Video media landscape.
Millennials are "ME ME ME" maniacs. However, they actually crave critique. Understanding this aspect of the millennial mindset is essential to thier job performance and overall happiness at work. There are many ways to help satiate millennial's craving for constant feedback. Continue Reading to find out what they are...
Open Mind Strategy's CEO/Founder Robin Hafitz along with Copa90, McCann NY, Alphachannel, The Other Guys, Wildbytes, Los York and Glassworks impart their expertise on the consumer culture driving new entertainment trends in a roundtable discussion.
It’s often difficult to figure out where the media industry is going or what it is looking for. Open Minds Strategy helps answer those questions by providing research to help solve these problems. Listen to Allison O’Keefe, EVP and Managing Director of Research and Strategy talk with Larry Jordan of Digital Production BuZZ about the top TV and media trends for 2017.
Having conducted research for companies ranging from E! to the Science Channel, HotShot drinks for athletes to Hearst content for cooks, we’ve spoken to thousands of people in the past year about their attitudes, content and brand preferences. That work has provided a vantage point on how consumer culture is changing, and on emerging trends.
You’re probably tired of reading about Millennials – about their sky-high hopes, their successes and shortcomings. Good news! The Gen Z train is fast approaching and it’s bringing in a whole new group of young people to discuss. While most are still considered kids, they are quickly becoming the ones to watch to keep your brand relevant and thriving in the years ahead.
The marketing field has long had an obsession with Millennials - worrying about them, over- analyzing them, complaining about them, even making fun of them. Now the next generation is entering the scene: Gen Z.
Globally, Gen Z makes up more than one-third of the world’s population. Almost a quarter of the US population today is 18 or under, making Gen Z the largest generation in the US population. It is estimated that there are roughly 80 million Gen Zs in the US today, and more are born each day.
Allison O’Keefe Wright has been named executive vice president, managing director of research and strategy, a promotion from senior vice president, and David Dyte has joined as director of research and strategy for Open Mind Strategy.
Innovative technology in the market research industry is constantly generating new insights but whatever the industry may be gaining, clients insist that in-person focus groups are still an irreplaceable method for conducting research.
We find ourselves in a “new golden age” of television, where big budget, high-intensity, scripted programs like many HBO and Netflix series. Still, scripted originals do not pay the bills at most Networks. Unscripted programming, though rarely revered is critical to keeping many a network’s lights on.
We speak to thousands of millennials every year through quantitative surveys and qualitative methodologies. We get into their heads, hearts, hopes, hashtags and homes. We even look into their refrigerators!
In marketing to Millennials, many brands focus on some obvious megatrends. These can be good for business but can also make a brand just another part of the pack. Fortunately, for this incredibly diverse and enigmatic generation, tapping into counter-trends can be as powerful as surging megatrends, and lead to more distinctive and differentiating strategies.
“Millennials,” commonly defined as being born between the late ’70s to early ’80s and 2000, are endlessly referred to as the largest, most contradictory and most elusive generation of all time. We believe the reason marketers often find them so hard to decode is because they focus too much on them as “a people” and too little on them as “people” — incredibly diverse people. People, like everyone else, influenced by the undercurrents of their time.
In today’s media landscape, everything old is new again, while everything new gets old pretty quickly. Throughout the many qualitative and quantitative research projects we conduct at Open Mind Strategy, we see modern media consumers exhibiting a range of new and fast-evolving behaviors, while also demonstrating that certain wants and needs are perpetual.
Millennials (born 1982-2000) are referred to in marketing and research circles as the largest and most elusive generation of all time. They are often painted as a group of self-obsessed, multitasking, digital natives with short attention spans, limited brand loyalty and a sense of entitlement that knows no bounds. In other words, a generation that seems like a marketer's worst nightmare.
New York-based MR consultancy Open Mind Strategy has added quantitative research to its portfolio of services, while appointing youth culture expert Allison O’Keefe Wright as SVP, MD of Research and Strategy.
DOVE, the Unilever brand, has been widely lauded for its latest advertising effort, an online video with a forensic sketch artist that compares the negative self-image some women have with the more complimentary impressions of strangers.
We talk to entertainment consumers all the time - about shows, about apps, about print, about themselves, about TV and other entertainment devices that use electricity. We talk with hundreds of people a year and survey thousands, especially adults under 30, but also people older and younger. This year, some trends emerged again and again. In how consumers are evolving in how they view and use television, below are OpenMind's Top Ten Trends for 2012.