In March 2014, our staff members joined 2,000 of our colleagues across the whole of Latin America/Caribbean to uncover the truth about Millennial women. The McCann Port-of-Spain team were out on the streets interviewing, recording and uploading data.
The survey consisted of twenty-seven questions, some open ended and some multiple choice. Even though the survey took 20-25 minutes to complete, this did not deter millennial women from taking part. There was conflict for some of the women surveyed, as they felt the men chosen did not represent the values associated with them. E.g David Beckham being a family man. There was a great contrast between the type of brands which the Millennial women felt represented them as opposed to those which understood them. The Millennial women are influencers of trends in the market and by understanding their truths we can uncover new possibilities for brands.
Staff went to downtown Port-of-Spain, San Fernando, Chaguanas, Trincity, St Augustine, Maraval and St James, visiting various locations including City Gate, malls, parks, office buildings, restaurants and shops to gather insights and information.
More than 150 in-depth interviews were conducted throughout the day with a wide range of women from different ages, social groups and ethnicities. The insights gathered will become an essential component for the communications and creative strategies moving forward. These are just a few of the key insights:
To find out more contact McCann Port of Spain.