A DESCRIPTION OF THE GENERATION

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2 Why is it worth it? is a study focused on mature people, who make up 29% of the population of Poland, the group with the highest incomes, the most purchasing parity and decision-power. A DESCRIPTION OF THE GENERATION The needs and tensions of Poles aged y.o. World of values and principles Attitude to daily life problems and ways of solving them Patterns for making life decisions Consumer behaviors Touchpoints Attitude to new technologies 2

3 MAIN report description of the ADULTS generation DRIVERS STRESSES FAMILY ORDER AND CONTROL DIGNITY ACHIEVING SOMETHING AUTHENTIC RELATIONS TIME FLOWS PRESSURE, REQUIREMENTS ROUTINE, DAILY LIFE RELATIVITY NO COMMUNITY

4 MAIN report a description of the segment Our study enabled us to learn more about the drivers and stresses, mindsets and values of 6 distinct segments described in detail in the main report. PROGRESSIVE DRIFTING RELATION- CENTERED HEADSTRONG CONSERVATIVE AUTONOMOUS

5 Thematic modules DIGITAL FOOD & DRINK HEALTH MONEY Touchpoint Technologies Content Media Internet TV Social Media Tech and home brands Food and drink products Kitchen and cooking Food Consumption occasions Diets Culinary brands Health Ailments Taking care of oneself Medical checks Sense of attractiveness Care Sport Work-life balance Health diets Supplements Health brands Managing finances Sources of income Banks and insurance Bank products Credit, loans Saving Security for the future Support for the family Financial brands 5

6 The DIGITAL module Attitudes, fears, tensions linked to new and old technologies (services and devices) New technologies and their application Viewed and used content, their sources Media usage culture Key touchponts Attitude to the Internet, choice strategy Devices used for video viewing. TV vs, online, video items, importance of screens Social Media FB, Snapchat, Twitter and others Openness to online shopping Favorite electronics and home brands 6

7 The FOOD & DRINK module Attitudes, fears, food and drink tensions Culinary traditions and openness to novelties What stories work in the F&D category Why and in what situations do they choose food and drinks Tensions on the plate Following diets, cutting down on the consumption of specific products Loyalty to certain categories, subcategories and brands Products and brands, occasions at home and OOH. Lovebrands in food 7

8 The HEALTH module Attitudes, fears and tensions regarding health and looks Health, ailments felt Ways to take care of health Medical checks and the frequency of taking them Sense of attractiveness Looks, self-care, care routines, sports Work-life balance (vacationing, stresses, sleep) Am I young still or already old (aspirations and fears) Optimizing the diet, limiting consumption of products, supplementation Private healthcare plans Favorite health brands 8

9 The MONEY module Attitudes, fears and tensions regarding household finances and their management Sources of income Managing money Attitude to online vs. offline banking and insurance Banking credits owned (account, cards, loans) Insurance owned (car, home, life) Financial difficulties Credit, loans, payday loans Attitude to saving Securing the future Financial support of the children and parents Pension funds non-mandatory Favorite bank and insurer brands 9

10 USEFUL ADDITION The HYPES module In today s world, the work of Marketing and Sales is mainly about constantly searching for innovations and new ideas for products and services. The report shows THE BEST INSPIRATIONS HELPFUL IN CREATIVE THINKING AND DEVELOPMENT OF INNOVATIONS FOR ADULTS AND SPECIFIC SEGMENTS. WHAT IS A HYPE? AN INSPIRATION TO INNOVATION Something genuinely engaging emotions, widely desired. It sparks a desire for participation. 10

11 HYPES DESCRIPTION in report The report will contain a quantitative and qualitative analysis of each Hype which contains: HYPE POWER on a 0-10 scale as resulting form the INDEX that is comprised of the following values: Seduction the hype needs to spark a DESIRE to translate into trial and usage Appealing a hype needs to be ATTRACTIVE for the consumers Fresh the hype s power is affected by how FRESH and UNIQUE it is in the market Assessment of REAL NEEDS that the hype responds to Description of the MECHANISM OF ACTION of the hype Quote showing HOW IT IS TALKED ABOUT by people from the target AN INSPIRATION TO INNOVATION 11

12 Applications DEVELOPING A NARRATIVE WITH THE CONSUMER TARGETING COMMUNICATION DECISION-MAKERS IDEAS FOR NEW PRODUCTS BRAND STRATEGY RESPONDING TO TRENDS 12

13 Adults Power in numbers 800 Online questionnaire interviews with women and men Representative sample of Poles aged y.o. Singling out 6 segments of adult Poles Recruitment to the qualitative study according to demographic criteria and a segmentation algorithm Diaries with representatives of segments Completing 6 diaries in each segment Participating observations with segment representatives The researcher accompanies the respondent for 6 hours during the day Hypes, 3 per each segment Attractive executions that our target group would like to participate in 13

14 #Lecture or #Workshop Enriched with inspiring examples, enables better understanding of the consumers and their needs in the context of the interesting category or issues for the client. Conducted in the form of a dialogue, allows for discussion and asking about any topic of interest. Length under 4 hours. Valuable, engaging, all-day workshop enables deep understanding of the key issues and topics from the report and developing dedicated solutions based on them. Enriched with games and tasks, contributes to complete participant engagement. (optionally) Co-creation formula with Hype Hunters. Length under 8 hours. Possibility to adapt the form to the organization s needs and culture. The objective and scope will be agreed upon with the Client. Headed by the authors of the study.

15 Dorota Peretiatkowicz B u siness U n i t M a n a g e r dorota.peretiatkowicz@grupaiqs.pl t e l : u l. Mangalia 2A Wa r szawa w w w. g rupa iq s.pl facebook.com/iqsonline