By Anita Black, Dana Asadorian and Hannah Dunnett.
For years now, the marketing and media world have been preoccupied with millenials – getting to grips with the ‘Me, Me, Me Generation’. There is now a new generation that deserves attention – Generation Z, ie those born between 1996 and 2010 – who are guardians of the future and valuable consumers too.
An insightful case study on how telecommunications business Orange made digital research work for them.
Tim Macer interviews Mario Callegaro, a senior research scientist at Google, about why companies use DIY research, the key issues to be considered and the most important skills and capabilities that a DIY researcher should possess.
Let’s start with your definition of what DIY research is.