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Project Millennial: An In-depth look at the generation shaping today's brands

Project Millennial

The Facts

  • The Millennials are those born between 1980 and 1998 making them between 15 – 33 years of age
  • They represent 27% of the population
  • According to Statistics Canada by 2016 Millennials and their children will represent 40% of the population
  • Controls or influences an estimated $70billion (CAD) in spending

The Methodology

TrendSpotter Consulting and People Talking Market Research have joined forces to launch Project Millennial, an in-depth look at this important generation using both quantitative and qualitative data.

  • Quantitative
    Sample = 3000
    Data collected on-line
    Compares Millennials and Boomers
    Nationally representative including French and English Canada
  • Qualitative
    Face-to-Face focus groups
    Online focus groups

About the Study

The study includes an in-depth look into the following factors shaping how and what Millennials buy and the influences on their purchase decision:

  • Their financial/debt situation and how this is shaping their attitudes towards employment, what they are buying today and what they are saving for tomorrow
  • The important influences in their lives. What are they and how do they interact with them?
  • Their life online including their viewing habits, their use of social media
  • Where they look for information about new products
  • How they are using social media to build relationships with the world around them and the brands that are trying to influence them.
  • Their attitudes towards their health, wellness and lifestyle and how these are shaping the foods they are eating and those they are avoiding.
  • Where they are shopping and what they buy on-line versus bricks and mortar retail and the features that they are demanding
  • What makes one brand "cool" and another forgettable and how brands can better position themselves on this elusive criterion.

Contact us today to find out more about Project Millennial.

Project Millennial November 25, 2013 News Release