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Customers Of The Future Presentation

Customers Of The Future Presentation. Thursday 14th September 2000. Objectives. To provide a value added service to Cambridge’s clients so that they can gain an understanding about the different issues that young consumers are facing

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Customers Of The Future Presentation

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  1. Customers Of The Future Presentation Thursday 14th September 2000

  2. Objectives • To provide a value added service to Cambridge’s clients so that they can gain an understanding about the different issues that young consumers are facing • To present group findings to Cambridge’s clients in a way that they can gain full understanding • To promote the focus group to potential clients as a value added service (presentation)

  3. How Is It Run • 2 Focus Groups, one in Melbourne and one in Sydney • 10 - 12 students for each focus group • Conducted on Sundays at Cambridge’s offices for 3 hours (Roughly every 6 weeks). • Conducted by a facilitator and notes taken by a consultant

  4. How Participants Were Chosen • A matrix was contructed of City/Country areas that would give a good representation of Socio-economic backgrounds • Universities, Secondary Schools and TAFEs in those areas were contacted and advertisements were placed for interested students • Students were selected on Town/Suburb, Course Year, Male/Female

  5. Sessions Covered • Session 1 - CD Purchase - Participants purchased a CD online and talked about their buying exprience • Session 2 - Book Purchase - Participants purchased a Book online and talked about their buying experience and CD delivery • Session 3 - Gift Purchase - Participants purchased a gift online and talked about their buying experience and Book delivery • Session 4 - Site Design and Navigation - About to be conducted over the coming weeks

  6. Participants Profiles

  7. David • David is 18 years old and is currently studying Year 12 at Ascension College in Bendigo • He uses the Internet everyday • He uses the Internet at home to play games online • He uses the Internet at school to do assignments and generally browse

  8. Emma • Emma is 19 years old and is currently studying a Bachelor of Management at Ballarat University • She uses the Internet everyday at home and University • She manily uses the Internet for email and general browsing at home • She mainly use the Internet at University for assignments and some email

  9. Nick • Nick is 17 years old and is currently studying Year 11 at Caroline Chisholm Catholic College in Deer Park • He uses the Internet a few times per week • He mainly uses the Internet at School for email and online chatting

  10. Carolyn • Carolyn is 20 years old and is currently studying a Bachelor of Commerce at Monash University • She uses the Internet everyday • She mainly uses the Internet at Home for Assignments and general browsing • She mainly use the Internet at University for email assignments and general browsing

  11. Josie • Josie is 19 years old and is currently studying a Bachelor of Arts/Law at the University of Melbourne in the city • She uses the Internet everyday • She mainly uses the Internet at home for assignments • She manily use the internet at University for email and assignments

  12. Outcomes - Data • Design • brand loyalty • look and feel, navigation • Security and privacy • Relationship to the store • Convenience

  13. Customers of the Future - 2001 • Research based around 16 - 24 year olds • Car Purchase Scenario • Does National Australia Bank have questions and issues around • Young people and their use of the bank? • Attitude of young people to the bank? • Financial behavior of young people?

  14. Outcomes - Information type • Qualitative • Longitudinal • Aimed at a specific age group - 16 to 24 year olds

  15. Cambridge - Digital Business Strategy

  16. Cambridge - Digital Business Strategy • Jumpsmart - Focused on Customers of the Future - Focused on E-Business Issues • Strategic Workshop - One Day, Build Executive Awareness on New Economy issues • Initiative Assessment - Cambridge Advice and Consulting on Existing Initiatives • Concept Framing - Structured Examination of an E-Business, Initiative(10-14 days) • Digital Business Strategy Project - Modular Project on taking E-Business Concept to Strategy to Position for Implementation (7-8 weeks)

  17. Jumpsmart • Fed by Customers of the Future • Half to One Day Workshop • Thought Leaders Across Industry or E-Commerce • Presentations and Discussion • Locally or USA

  18. Customers Of The Future Presentation Thursday 14th September 2000

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