NEW YORK: Edelman has created an online community focus group of Millennials that brands can tap for insights and opinions.
The community, 8095 Live in the United States, is formed from 500 Millennials the agency used in its 8095 study, which it also released today.
"Our global study has indicated some key truths about brands as identifiers, and how and why the community takes action with and for brands, and we're looking forward to sharing and applying our findings to the campaigns we develop,” said Christina Smedley, global chair of the consumer marketing practice at Edelman. “8095 Live is Edelman's always-on, independent focus group for the US, able to respond within hours to questions clients and teams have on marketing strategies, campaigns and activities.”
According to the study results, 82% of Millennials surveyed have joined a brand-sponsored online community, and nearly half have joined more than three. Respondents from China (61%) were the most likely to share positive brand experiences online. Overall, 47% share positive brand experiences online.
On the negative side, 40% said they have criticized a brand on a blog or social network.
The study results came from interviews with 3,100 respondents in eight countries.