Havas un­veils book on how Malaysian mil­len­ni­als feel and act

The Star Malaysia - StarBiz - - Billings -

HAVAS Me­dia KL has launched the first edi­tion of its brand new book se­ries: “The Lens”.

The pub­li­ca­tion will be­come the agency’s iconic an­nual book fea­tur­ing some of the most mean­ing­ful and cut­ting edge stud­ies to ben­e­fit part­ners and clients and the in­dus­try at large.

In its first edi­tion, Havas Me­dia has of­fered a deep dive into the hearts and minds of the Malaysian mil­len­ni­als. This Malaysian study was part of a larger Asia Pa­cific ef­fort of Havas Me­dia Group to study and un­der­stand each coun­try’s mil­lenials in their own en­vi­ron­ment in a deeper and more mean­ing­ful way.

The ef­fort was a two-year in-depth ethnog­ra­phy study of mil­len­ni­als in key cities across Asia Pa­cific: Bangkok, Jakarta, Hong Kong, Shang­hai, Bei­jing, Mum­bai, New Delhi, Syd­ney, Sin­ga­pore and Kuala Lumpur.

Its pri­mary fo­cus was to build a mil­len­nial “Thick Data” set – an ap­proach that opts to take a deep and im­mer­sive un­der­stand­ing of each mil­len­nial par­tic­i­pant and the uni­verses they re­volve in.

To make this study pos­si­ble, a team of an­thro­pol­o­gists, re­searchers and strate­gic plan­ners in­ter­viewed a to­tal of 1,430 in­for­mants to en­rich the 130 mil­len­nial por­traits that formed the ba­sis of the ethnog­ra­phy.

The por­traits were done one on one. For each por­trait-in­for­mant, around five in the mil­len­nial cir­cle com­pris­ing fam­ily or friends, for a to­tal of 650 were also in­ter­viewed us­ing the life-stage ap­proach al­lowed for a holis­tic pic­ture of the 18-28 year old mil­len­nial mind­set across Asia Pa­cific.

In Malaysia, the Havas Me­dia re­search was done by con­duct­ing an in­ti­mate jour­ney in the lives of ten se­lected mil­len­ni­als, (four Malays, four Chi­nese and two In­di­ans), spend­ing a year with them and study­ing them in the places they play, in­ter­act, learn, com­mu­ni­cate, ex­press and cre­ate.

The mil­len­nial por­traits were formed through one-on-one in­ter­views and en­riched with a to­tal of 110 in­ter­ac­tions and ob­ser­va­tions of the mil­len­nial uni­verse.

Across this rich and deep base, Havas Me­dia de­ci­phered seven codes that drive and shape the life of the mil­len­ni­als in Malaysia (while three codes were pre­sented in dur­ing the launch, all seven codes are pub­lished in “The Lens”).

These seven codes pro­vide unique in­sights into the life of our home-grown mil­len­ni­als, re­veal­ing their deep­est se­crets, needs and wants.

Com­ment­ing on the study and “The Lens” launch, Havas Me­dia Group Malaysia CEO An­dreas Vo­giatza­kis says: “This re­search is uniquely and im­mea­sur­ably use­ful. It adds a higher value di­men­sion to our ex­ist­ing knowl­edge on this well re­searched topic, as we have spent a year with them, day in and out, to study where they live, play, dream, cre­ate and shape our fu­ture.

“Un­der­stand­ing real in­sights into the mil­len­ni­als is cru­cial to Havas Me­dia be­cause we are com­mit­ted to de­liver con­tent that is firmly rooted in ro­bust in­sights and un­der­stand­ing, and thus en­able us to re­ally add value to our clients’ busi­ness by con­nect­ing con­sumers and brands in more mean­ing­ful ways.”

Sim­ply put, as a group, mil­len­ni­als are a pow­er­ful force to be reck­oned with, and here we have cracked the codes that make the Malaysian mil­len­ni­als click. And this is pow­er­ful knowl­edge in­deed, Vo­giatza­kis notes.

Vi­sion­ary book: (from left) Havas Group In­dia & South­East Asia chair­man & CEO Vishnu Mo­han, Group CEO for Asia Pa­cific Mike Amour and Vo­giatza­kis at the book launch.

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