December 3, 2007
The Gen Y Design Guide
Crafting Experiences To Meet The Unique Needs Of Younger Consumers
This is the second document in the "Designing For Gen Y" series.
by Bruce D. Temkin, Ross Popoff-Walker
with Steven Geller, Olga Melnikova
Executive Summary (This is a document excerpt)
Gen Y consumers are a unique breed. But what exactly makes them different from their elders? Our research unearthed nine attributes of Gen Yers' social, emotional, and mental makeup that shape their perception of interactions. To reach these young consumers, we've identified four design approaches: immediacy, Gen Y literacy, individualism, and social interactivity. To truly engage Gen Y, firms should create a Gen Y advisory board and apply Gen Y design approaches across touchpoints.
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Forrester tapped into its Technographics® survey data and interviewed vendors and companies that target Gen Y consumers, including: Agency.com, Anastasia Goodstein of YPulse.com, Avenue A | Razorfish, BrainReactions, Molecular, Photobucket, Resource Interactive, Scion, and Slide. Related Research Documents
November 6, 2007
August 8, 2007
May 14, 2007
January 2, 2007 |
What Do Firms Need To Know About Gen Y?
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Original air date: Friday, October 16, 2009
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