- Blended research approach
- Video testimonials
- Quantitative survey
- Qualitative exercises
Research company The Family Room knew families had changed. But what does that mean about how they buy – and how marketers should talk to them? We stepped in with the tech to help.
Measuring how families are changing the way they buy
The Family Room was on a mission to understand how consumers are changing as people – and to show brands how to stay relevant. They wanted to understand what the modern family looks like, how Millennials differ from Gen X – and how they decide what to buy.
To get the insight they were after, the company joined forced with online panel provider Lightspeed GMI – and brought us on board to give them the research tools they needed.
Blending qual + quant techniques to get to know families
The task of understanding families needed a multi-layered approach the way parents and children interact when they’re buying products is complex. So our blend of quantitative and qualitative solutions was ideally placed to help.
Drawing on a rigorous sample from Lightspeed GMI, our survey software platform kicked off the project with a 10-minute survey. This worked as a recruiting ground for phase two. The chosen participants then took part in a qualitative phase via exercises like video testimonials, letter writing and photo uploads.
Uncovering intriguing insights into today’s families
The results unveiled fascinating insights into the everyday lives of modern families. For example, rather than a top-down hierarchy where mom makes decisions for her kids, 54% of millennial parents see their child as their best friend, suggesting a peer-to-peer relationship.
All the statistics were united in one common theme: that Millennial families will force a change in the way marketers talk to consumers.
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