Best-In-Class Research Surfacing The ‘Why?’ Behind Novel Behaviours

Sylvestre & Co. won the Marketing Research and Intelligence Association’s Best-In-Class award for research conducted with PepsiCo with the objective of better understanding how to connect with Millennials.

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Often, the “How?” is the focus of up-and-coming generational research because of the novel ways that younger generations engage with their societies: how they fulfill their needs, how they use social media platforms and how they make sense of their worlds.

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However, we know well that while communication channels, social media platforms and consumption habits may evolve with each and every generation, life stage insights and human need insights are often similar across time.

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In this light, the “How?” is just our starting point for revealing something even deeper – the “Why?” Diving into underlying needs and motivations contextualize new behaviours and preferences allowing us to see what’s truly novel and what’s a new expression of a more universally human experience. The delicate balance of the “How?” and the “Why?” won us, and our client, Best-In-Class acknowledgement. 

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With Millennials, Gen Z or any other cohort of interest, at Sylvestre & Co. we never let the “How?” overshadow the “Why?”.