Profiling Digital Natives to inform future business.
Client:
Anonymous (NDA)
Sector:
Financial Services
Category:
Research and design
The Challenge
While at Claro Partners, our client, a leading insurance provider, wanted to develop an understanding of the so-called “Generation Z”. Having extensive knowledge of previous generations such as Baby Boomers, Generation X, and Millennials, they were keen on decoding the differences and similarities with this younger generation to best plan their strategy and product portfolio going forward.
As a design and innovation consultant and part of a broader agency team, I contributed to the framing and end-to-end delivery of this global project.
The Approach
To help our client, we took a design-driven approach focused on developing a truly holistic understanding of this new generation of potential customers that went to the core of their needs, dreams, fears, values, and belief systems. To do that we run:
1:1 interviews with project stakeholders and experts on generational studies;
Global ethnographic research across 5 continents with participants from Gen X, Y, and Z and practitioners with work experience with at least 2 generations;
Post-fieldwork online community module to validate key research insights.
These activities enabled us to bring together a comprehensive insights report for our client which included a thorough and contextual analysis of Generation Z and their attitudes towards different aspects of life, together with frameworks, design principles, and strategic recommendations our client could consider to best satisfy their needs.
The Outcomes
Our research findings and recommendations were presented during a global summit to top managers within the sales and marketing team. Afterward, the client started to use the insights to inform and activate their new global strategy.