Understanding Shifts in Culture

Challenge

Tracking and illuminating the ongoing state of people and shifts in culture to inform activation, campaign development, and partnerships for a leading tech company.

With the rapidly evolving landscape of technology and customer preferences, our client wanted to gain a deeper understanding of the ever-changing needs and desires of their target audience. This required continuous tracking and illumination of trends, behaviors, and cultural shifts to ensure their products remained relevant and resonated with people.

Approach

We began by leveraging secondary data to build hypotheses and develop discussion guides rooted in macro-cultural shifts and broader sentiment trends. Through qualitative investigation, we illuminated and understood the underlying reasons behind sentiment and behavior across two salient cultural forces, including generative AI. By exploring these forces, we uncovered insights that informed implications for our client’s DSPA (phones, hardware).

Outcome

The insights gleaned from this study provided valuable guidance to our client, helping them understand the underlying sentiment and behavior of their target audience concerning certain cultural forces, like generative AI. This knowledge allowed them to tailor their DSPA (phones, hardware) offerings to align with these cultural shifts, ensuring their products meet the evolving needs and preferences of people.