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
 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)
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
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
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
Participants Profiles
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
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
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
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
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
Outcomes - Data
 Design
 brand
 look
loyalty
and feel, navigation
 Security and privacy
 Relationship to the store
 Convenience
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?
Outcomes - Information type
 Qualitative
 Longitudinal
 Aimed at a specific age group - 16 to 24 year olds
Cambridge - Digital Business
Strategy
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)
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
Customers Of The Future
Presentation
Thursday 14th September 2000