What makes a purchase so great, it's worth telling your friends about? And how do you happen upon those "great finds?"   

Way back in 2013 (when "selfie" and "twerk" made it into the dictionary -- thanks, Oxford), dscout dug into how 250 Millennials discovered their "great finds," with particular attention to the mobile, digital and IRL aspects of their discovery process. We learned the "mobile generation" was not quite as mobile as we expected -- at least not when it came to unearthing the products they were really excited about.

Fast forward to 2016. 
Millennials now comprise marketing's coveted 18-34 age group. Time to check in: How has this generation's discovery processed changed? And, what makes a purchase a real "find" for them, anyway?

In under two weeks, we recruited and gathered feedback from 250 of 600 Millennials who applied to the study. Those scouts provided 1,250 daily entries, each with answers to open-ended, closed-ended, video and image prompts. Every day for five days, they shared their most relevant in-the-moment thoughts and purchasing process for their greatest finds.  

To lend our some insight into how we designed this study, below we've shared the screener for recruiting, the entry scripts we used to guide feedback, sample snapshots of scout submissions, and a few automated summaries provided by the dscout research platform.


RECRUITING SCREENER: FINDING AWESOME THINGS

Objective
Recruit 275 (over-recruit to ensure 250 completes) with a mix of demographics and shopping behaviors similar to our 2013 study.

Days to Recruit
5 (including a holiday weekend)

Demographics (a few screenshots straight from the dscout platform!)

finds_screener_summary_2.png finds_screener_summary_1.png

 

Teaser

We want to know how you find the things that you want! What are those things? How did you learn about them? How did you decide to buy them? And where did you buy? Selected scouts would complete two short missions for $25. Each mission will include taking photos of purchases you have made, plus a video.
 

Screener questionnaire / script

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Screener video excerpts

 


MISSION 1: TELL US ABOUT YOUR COOL THINGS

Objective
Understand which purchases Millennials categorize as special ("finds"), what makes them special, how they discovered each those finds, what influenced both their discovery and eventual purchase, and the role of the physical and digital throughout these processes. All 250 participants were tasked with submitting 1 entry per day for 5 days. 

Timeline 

5 days for each scout to submit 5 entries

Participant instructions

Overview: You've bought some cool things, and we'd love to understand what they are, what you like about them and — most importantly — how you discovered them. That's it! This is a super-simple mission, and we hope it'll be a fun one!

WHAT: Submit at least 5 snippets over the next 5 days, each showcasing things you've purchased (your "finds") and are excited about.

HOW: For each of those 5 purchases, submit a snippet with a video showing us your find. You'll answer a few questions about it, such as what you like about it and how you came across it.

DOs and DONTs:
DO show us everyday purchases as well as bizarre and unique items.
DO show items you purchased yourself in the past month (or today!)
DO show us physical purchases (e.g., a bag of cookies, shoes; scarf; wine cooler; bottle opener; VW van; robotic chef).
DO show us intangible items or services you purchased (e.g., software; car-sharing service; cooking class; massage).
DON'T show us items you received as a gift.
DON'T show us items purchased at a restaurant, bar, or coffee shop.

Entry questionnaire / script

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Sample scout entry

View Scout Entry” width=
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Scout video entry excerpts 

 


MISSION 2: LOOKING BACK

Objective
Understand how and why their Millennials perceive their own shopping process to have changed (or not) over the past three years, and gain insight into what qualities Milennials assign to purchases they deem to be a really great "find."

Timeline
3 days (a holiday weekend) for each scout to submit 1 entry

Participant instructions

Overview: Help us understand what makes something "a really great find," and get insight into how your discovery and purchase processes may have changed over the last few years. Submit this final snippet by Monday night. Then your project will be complete, and we'll send you $25.

WHEN: You have 3 days to submit 1 snippet. This mission will close on Monday at 11:59pm .

WHAT: Help us understand your thoughts by completing one snippet. We'll prompt you to record a 30-second video and ask a few questions. And that's it!

Entry questionnaire / script

View Entry Script
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Sample scout entry 

View Scout Entry
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Sample video excerpts

 

 


 

Interested in learning more about dscout conducted this study? 

Watch the Web Clinic