On August 2016, my class was hired on by Nissan North America to look into Millennial trends, especially in brand loyalty, social media trends and buying habits.
My team of four was chosen by the company, out of eight other groups, to present at the headquarters in Nashville, TN to the executive board.
Some key findings our group found after research:
- The company had a need to refocus on visibility for college aged/Millennial buyers
- Social media is used primarily for social reasons, and most Millennials do not go on social media in order to directly interact with a brand
- Due to the vast innovation present in a Millennial’s upbringing, the concept of being innovative is expected of a company, and is not considered something revolutionary. In order to capture a Millennial audience, brands had to offer something more