October 2017
"We cling to our own point of view, as though everything depended on it. Yet our opinions have no permanence; like autumn and winter, they gradually pass away." 
-Chuang Tzu
In This Issue
New Millennial Segmentation Research Findings Will Surprise You
Zeldis Research is excited to unveil its 2017 Millennial Segmentation Research, with first results to be presented at the SIR Conference October 22-25.  (See Article below). An online survey with 1000 Millennials (as well as a comparison group of Boomers and Gen-Xers) was conducted in August. Using statistical segmentation, we classified Millennials into five key segments based on general attitudes and demographics. Over the next months, we will present deeper dives into how the segments differ in attitudes and behavior related to topics including health and wellness, finances and financial products, work and benefits, and life and P&C insurance products and preferences.
In each of our next newsletter issues, we will introduce one of our five Millennial segments. We think you'll be surprised to see that not all segments match our pre-conceived notions about Millennials.
Pre-Testing: Punching Above Its Weight
Survey pre-tests were once the standard in market research, but over the years, budget and time constraints have contributed to their fall in popularity. Jeff Mann, Zeldis Research Senior Research Director, makes a strong case for the value of pre-testing in this video and research brief.  "Pre-tests can be used efficiently and quickly in our new world of speed and cost-conscious research," writes Jeff,  "and they deliver benefits that punch well above their lightweight demand on time and budget."
Zeldis Senior Research Director Kathrin Schumacher brought some lessons to campus recently with her talk on "An Intro to Qualitative   Research." Kathrin   was a guest lecturer at the College of New Jersey, helping juniors and seniors understand qualitative research, how it contrasts with quant, and techniques such as focus groups.
All the significant research trends will be front and center at this year's Corporate Research Conference and so will Zeldis Research.  Stop by our Exhibit Booth # 206 for a warm hello and one of our now-famous cupcakes. CRC, set this year in Chicago October 16-18, is always one of the year's premiere research events, with over 45 curated educational sessions.
Contact Doris, Amy or Fred for more details .
Two innovative research presentations from Zeldis Research will be part of the line-up at the 2017 Society of Insurance Research Conference in Milwaukee October 22-25.  
Jay Driggers, Director, Customer Experience, Horizon Blue Cross Blue Shield of New Jersey and Zeldis Research Senior Research Director Leanne Storer will present results of a brand new proprietary research study, "Using Innovative Consumer Insights to Improve the Digital Experience," on Monday, October 23.

Jay and Leanne will discuss Horizon Blue Cross Blue Shield of New Jersey's innovative approach to understanding and improving its members' digital experience. Join them as they share Horizon's multi-faceted journey to collect insights, co-create with members, and change internal culture along the way.
Join Executive Vice President Amy Rey and Senior Account Director Fred Gaudios on Wednesday, October 25, for "Seen One Millennial, and You Have Not Seen Them All: A Quantitative Segmentation of Millennial Customers."  Amy and Fred will present surprising new insights from their study of five segments they created from this important demographic, perceived often, and erroneously, as a homogenous block.
And join us at our Booth for cupcakes, good conversation, a chance to win prizes, and play giant Jenga.  For more information, contact Amy, Fred or Leanne
If you have any questions, or suggestions for articles you'd like to see in future issues of The Zeldis Buzz , please contact me by calling (609) 737-7223, x207, or by emailing doris@zeldisresearch.com .


Doris Kaiser, Partner 

Zeldis Research Associates 

609-737-7223, x207

About Zeldis Research
Zeldis Research  can help you do smarter, more impactful research. In turn, this allows your stakeholders to market products and services more successfully to their targets.

Our deep and broad industry knowledge in the markets we serve, customized solutions blending qualitative and quantitative methods, highly responsive boutique size, and actionable results have helped clients effectively improve the development and communication of their products and services.

Zeldis Research Associates

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