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Millennial Inc.
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  • About the Millennial Inc Study
  • The DNA of Millennial Inc.
    • The Marketing
    • The Organization
    • The Product
    • The Future of Business
  • Research Methodology
    • DIGITAL ETHNOGRAPHY
    • VIRTUAL COMPANIES
    • QUANTITATIVE SURVEY
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Research Methodology

Research Methodology

As Franz Boas – the grandfather of modern anthropologic science – would say: a collection of data from every aspect is the most important element in understanding culture. In attempting to stay true to his thoughts, Intrepid and Mr Youth sourced their data for this study from 3 different methodologies and an assortment of Millennial minds. These included an ethnography of an organically-built online community, a set of consecutive focus group think-tanks and a quantitative survey conducted across a larger population of Millennials. Each component was used in tandem to shape the questions we asked throughout the research and corroborate the empirical insights that we arrived upon.

To reach our ultimate goal of understanding the underlying interactions between Millennials and the consumer world, each stage of research was used to slowly build the Millennial mindstate and clarify how their thought process worked. The digital ethnography gave us their environment; the Virtual Company allowed us to observe their perspective on modern business; and the quantitative survey gave us the chance to test and confirm our hypotheses.

This study was conducted in 3 phases:

  1. DIGITAL ETHNOGRAPHY
  2. VIRTUAL COMPANIES
  3. QUANTITATIVE SURVEY

What this is:

Millennial Inc is the core findings and implications of a six-month long global research study conducted in partnership by Mr Youth and Intrepid in 2010 that explored Millennials’ approach to business.

About Mr Youth:

Recently named as one of Fast Company’s Top 10 Most Innovative Marketing and Advertising Companies, Mr Youth has been shaking up the way marketers reach and impact the new mindset of the Millennial consumer for nearly a decade. Based in New York, Mr Youth is an expert in developing new ways to engage consumers on behalf of brands. Clients include Pepsi, Microsoft, Crayola and Nike.

About Intrepid:

Intrepid is an award-winning research and consulting firm that pushes innovation through a deep understanding of people, markets, and technology. Our team of multilingual consultants, researchers, anthropologists and developers helps our clients develop new products and services, identify untapped market needs, and create meaningful customer experiences with inventive ingenuity.

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