The ARF held their 4th NYC Bootcamp at Google’s offices with over 200 young pros. Here were the main takeaways from our presenters:
Erin Miller, MTV Insights Research, talked about a study on young men aged 16-24.
- This group conveyed that a “man” 20 years ago was someone who was stronger, the provider, one-dimensional, unemotional, detached family man—depicted by Jon Draper – and that a man today is sensitive, unique, creative, flawed, accepting, fashionable—depicted by Ryan Gosling
- 1 out of 5 guys consider themselves as gold diggers
Noël Paasch, YouTube, shared the art of video storytelling:
- 3 things to remember when making ads great: (1) All media is skippable; (2) there are no silver bullets; (2) creative is the most powerful opportunity
- Once a consumer chooses you, give them more of what they want. The audience wants what it wants
Greg King, Google; Tim Perzyk, Twitter; and Daniel Slotwiner, Facebook, discussed a social media panel:
- Social media changes the way we research people
- When we do research, we are attempting to figure “why” something happened
- Don’t grade your own work—It’s important to have 3rd-party verification for objectivity of metrics
Robin Garfield, CNN, provided insights from the 2016 election; the following data on millennial voters:
- They wanted a candidate who planned to create good paying jobs, make healthcare more affordable, and do something about the soaring cost of higher education and student debt
- They wanted a candidate who is engaging, doing a great job, popular, honest, and sincere—such as Bernie Sanders