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Havas decodes Malaysian millennials through ‘The Lens’

Havas Media KL launched the first edition of its brand new book series: THE LENS. In its first edition of THE LENS, Havas Media KL 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 2-year in-depth ethnography study of Millennials in key cities across Asia Pacific: Bangkok, Jakarta, Hongkong, 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. Each portrait was done one on one. For each portrait-informant, around five in the millennial circle comprising of 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 Malaysian Millennials, (4 Malays, 4 Chinese, 2 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.