- Jill Marchick, Vice President, Consumer Insights, Aramark
- Malinda Sanna, Founder and President, Spark Ideas, LLC
We developed a platform to provide “just in time” communications with students that we share with Aramark to improve customer support.
- What is LookLook?
- Why traditional methods of research fail with GenZ
- The methodology in action: case studey
- In Sum
What is LookLook?
- It’s a chat tool that allows us to view actual behavior, including shopping, consuming, socializing.
- Moderators chat 1-on-1 with people and exchange visuals and videos during the course of their normal day or night, creating a rich set of data and observations.
- Our philosophy: complete transparency
What we use it for
“Mobile ethnography” allow us to track a day in the life
- Food journals/diaries
- Closets, and pantry choices
- Shopper insights in-the-moment
- Digital behavior and SoMe usage
- Exchanges about creative materials
Participants download the app and then track what they do and how they interact with the products/services you’re tracking. We pay the students on average about $150 for their opinions.
Why Traditional Research Methods Fail with GenZ
- Today’s youth are highly visual
- We want to answer the question of “WHY” a student feels a certain way about what we’re measuring
- Focus groups rely on verbal discussion and reporting on one’s behavior
- College students want full, individual expression
- Authenticity is everything
- Dynamic of texting is an instantly intimate virtual confessional
What do we measure?
- Overall campus culture
- What is the rhythm of a normal day?
- What’s not working
- Where are they eating off-campus and why?
- What do they love?
- What pie in the sky ideas do they have for innovation?
- Where are they dawn for community on campus and why?
We aim to have 15-20 students per campus, 50% freshmen, 50% non-freshmen. We work with Business and Communications departments and student clubs.
Case Study: XYZ University
We creaet a word cloud based on answers to participants’ thoughts on “what words come to mind when thinking about this university?”
- We do a QHCP analysis (not clear what this means, I’m not a marketer, haha)
- We also do a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)
- Dining brings students together
- We look at what’s working on a campus
- Shared a bunch of observations and recommendations for the campus in question.
Six strategies to build loyalty and interest
- Create a hub of food authority right on campus
- Step up vegan sophistication
- Make ethnic more authentic, less “generic”
- Create an oasis of serenity for recharging
- Nourish the Netflix occasion
- Consider making one property 24/7
Four principles of emerging methods of talking to GenZ
- Make it easy for them to express themselves
- Create a safe space where they can be candid
- Ask For their ideas
- Give them visual tools