Michael Stanat, Global Research Executive of SIS International Research, was published in January 2012 in the Market Research Association (MRA) Alert Magazine about a rising Generation Y and what these Millennials mean to market research. Stanat argues that hybrid method can provide value in making sense among segments and across cultures.
Members of Generation Y differ from their baby boomer parents in terms of purchasing decisions, online shopping, technology adaptation, and social media usage. Cross-cultural variations within Generation Y exist. Millenials are rising on the world stage, impacting politics, economics, societal structures, the marketing landscape, and marketing research. Understanding the nuances can mean the difference between success and failure for products and brands. Hybrid research programs and HR outreach can provide granular insight to make sense of and engage a diverse generation worldwide.