A Workforce to be Reckoned With
The Approach
Our job was crystal clear. To explore who Gen Z are as a generation, what they imagine their futures to look like, and what they value in life… and in work. This included an extensive review of our IP and external reports, to help inform the questions we asked them, to ensure we approached the topic of work in a way they could relate to. We then conducted a two day digital diary across three markets, to give them the space and the freedom they needed to reflect on their feelings and experiences, and feel comfortable opening up. Lastly, we invited a select group of star respondents to take part in live group conversations to dig even deeper into their professional mindset and their reaction to our client’s platform. Let’s just say, they didn’t hold back.
The Impact
We learnt that Gen Z’s professional journey is wildly different compared to previous generations, which shapes the way they want (and expect) to engage with networking platforms. This research not only informed potential communication strategies, but also identified what tools Gen Z might need and how they’ll change the workplace.
Understanding the Core Target
Helping a leading car manufacturer establish itself as a future-forward brand by getting up close and personal with its core target. Where once the brand had centered itself on playing up its underdog status; its new goal was to redefine itself as a transformative leader of tomorrow, putting inspiration at its center.
Read MoreCapturing and Keeping Viewer Attention
A popular TV network had recently completed a quantitative segmentation and needed our help further dimensionalizing its core audience to help shape its content and marketing strategies.
Read MoreMaking a Segmentation Sing
Pandora came to us, wanting to do a really smart, modern-day segmentation … not just a numerical prioritization of who they should go after, but a living, breathing, inspiring piece of work for everyone in the company to rally around.
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