The following research study was conducted by Intrepid, a world-renowned market research
consultancy, and Mr Youth, an integrated marketing agency recently named as one of Fast Company’s
Top 10 Most Innovative Marketing and Advertising Companies.
The goal: show you what your company would look like if Millennials were already in charge. After
all, they are already your major consumers, leading influencers of culture and future leaders of your
Through a six-month study taking place in both the United States and the United Kingdom, we
explored and identified major themes using a three-tiered approach:
- Digital ethnography – The study began with developing an online community to bring
Millennials from around world to a single place to discuss various lifestyle topics . Intrepid’s team
of anthropologists immersed themselves in this digital space where they observed patterns in
conversations and teased out the topics that were of the most importance to this generation.
- Virtual Companies – Next, two groups of Millennials (one in the US and one in the UK) were
tasked with developing the business of tomorrow. This exercise was held during three in-person
sessions and challenged the two groups to explore the various aspects of creating a fashion retail
business (organizational structure, product development and marketing), resulting in identifying
Millennials’ main approaches for creating and managing a successful business.
- Quantitative Surveys – To conclude the study, over 800 individuals were surveyed online across
the US and UK to confirm and validate our findings. Topics included their viewpoints on their careers,
work environment, marketing and messaging preferences, incorporation of technology into their lives,
ecology/green living and more.