How can we define, describe and predict change among Asian youth?
Youth is increasingly different, marked shifts between GenZ and other generations, how do we predict the attitudes
Our framework
Scientific studies have shown that mental capabilities haven’t changed for Gen-Z, the brain remains the same – what is changing is the context and the environment they live in. We needed to go beyond ‘trends’, aiming at predictions from this change. With the belief that the sociocultural context, will provide answers we relied on cultural profiling to define the core of this change and future-patterns
What was new/different
We observed and engaged with youth within their natural environment and settings, and we let them record, share, and interpret their info.
Why was it actionable:
A playbook was designed for marketing to refer to whenever making changes to proposals, brochures, letters, websites and communication
Impact
Got published and presented to the client’s customers
Client Speak:
Head, Customer Experience
Your cultural insights have provided a much deeper grounding to this study, making it relevant for times to come
