The Don Drapers of the world can rejoice: Millennials are still influenced by the allure of a powerful brand. However, as the recent qualitative research report indicates, your brand will resonate only if it appeals to Gen Y’s unique generational characteristics.

In this on-demand webcast, Digsite CEO Monika Wingate discusses how Dannon worked with Digsite to implement an agile approach for doing brand and concept optimization using online qualitative research, highlighting:

Do marketers in the beverage industry really understand who millennials are and how they react? It’s not easy if their decisions are based on the conventional wisdom. That’s why this qualitative research report on millennials’ real-world decision-making is proving so valuable.  (Note: This is the first of a 3-part series “Marketing Health to Millennials.”)

Before we delve into the market research results, let’s review some of the marketing research that’s been conducted to date on millennials.  You’ll get a sense of why so many beverage marketers are so unsure about their next step.

A unique marketing research approach has revealed the top challenges facing consumer product marketers. “Marketing strategy” and “Prioritization” are the most daunting challenges marketers face - and we’ve tapped into some expert insights to reveal what marketers can do to address the issues.

What’s better - an in-person research or online research? We love our black-and-white answers, but this is more a case of not which qualitative research method to use, but when to use it, and where.