A study of consumer behaviour by Gaurav Mehta
I feel incredibly lucky to belong to the micro generation segment; Xennials. Xennials are those who were born between 1977 and 1983. This segment is the cusp between Generation X and Millennials. Xennials experienced analogous childhood and digital adulthood. Our psyche embraced Gen X’s pessimism and Millennial’s optimistic outlook towards life. We flirted with being very rational and structured in our thought process as well as asking a lot of ‘Whys’. The reason why I am talking about this incredibly versatile generation segment is to give more context to my observations that are mentioned below. The observations are a marriage of numerically driven models as well the good old ‘gut feeling’. A healthy dose of curiosity can bring out the Xennial approach in all of us.
The world around us is changing faster than ever before but we are making sense of these changes at an even faster pace. This virtuous cycle is leading to an ever increasing velocity of the changes in consumer behaviour. The marketing and communication tools/techniques have a shorter shelf life than ever and only by embracing and marrying the data backed techniques and the instinctive approaches; can we do justice to our role of shaping consumer behaviour. By no means is the list exhaustive but is fairly well sprinkled with tools, thought processes and emergent technologies to keep all of us relevant and able in our responsibilities for the next….three years. I have deliberately ignored the temptation of writing about AI & ML, IoT, Blockchain, Quantum Computing etc. because much gets written about them on a daily basis. The tooling I am writing about it are (as per me) the hidden gems that we can leverage without being an expert on any of them.
A Xennial’s guidebook to shaping consumer behaviour; with a Xennial approach:
Xennial approach combines the best of data driven and experience enabled techniques. We can’t change the year we were born; but we can all borrow from the approach to help our consumer choose better.
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