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Similar to DMA09 Lead Gen Y Rsch Slide Share (20)
DMA09 Lead Gen Y Rsch Slide Share
- 2. Information Gathering Practices in B2B Purchase Processes An Experimental Look at Generation Y Behaviors
- 7. 1. Baseline: Popular Media “Ever” Used
- 8. Popular Media Usage: A Mixture Traditional Tools 4 of 14
- 9. 1. Baseline: Regular Use (3+/week)
- 18. 3. Media Tools Would Use in Search
- 19. 3. Search Exercise ≠ Regular Media Use
- 20. 3. Use of Mobile Devices in Info Search
Editor's Notes
- Next four are very close: Research offline via Print – 22 Business Directory (hard copy) – 22 Blog Commenting – 21 Twitter – 21 Is phone conversation becoming a lost art?
- Pose Hypothetical Purchase Situation “ Suppose your company needed a product or service that it did not know much about. Explain what sources you would access or use to gather information to help your company (or organization) evaluate and choose that product or service.” - We then asked Rs to explain their process in their own words : “ Explain where you would look for information, ideas, leads, etc., and what you would do first, what you'd do next ,...and what you think you would do last to conclude your search for information about this product or service.”
- Search Process: From Broad / General Specifics Resources: Internet Search Web Sites, Email, Online & Traditional Media, Reference Directories: Wikipedia & Hard Copy People: Co-workers, Friends, Communities & Networks Social Media: Facebook, MySpace, Twitter, YouTube
- 50 words
- Do people say one thing and do another? No, not deliberately, but they do proceed in fits and starts
- Use of Devices: 72% Desktop, 61% Laptops, 30% Mobile