PROJECTS
GENERATION Z HUMAN REVOLUTION
Consumption
METHODOLOGIES
Qualitative research | Focus Group | Ideation, co-creation and validation workshops | Design thinking methodology
SECTOR
Consumption
YEAR
2021
Description
Our client was looking to understand what the reality of generation Z is and what their habits and needs are towards mobility.
For this reason, two workshops were held with the aim of gaining a Deep understanding of the values, expectations, and lifestyle of the members of this generation, and identifying insights that allowed us to understand their preferences and needs regarding the vehicles of the future and will help the company think about new products and solutions.
Model of ideal car
Map of relations with other brands
Map of relation with mobility
“Technology defines us. It is part of our daily lives and I think we are more aware of social and environmental problems. We have a greater social awareness compared to previous generations”.
Generation Z person
GENERATION Z
IDENTIFICATION
Two workshops to understand the concepts associated with generation Z and the level of identification with them, their habits and lifestyle (routines, sports, relationships), the relationship with technology, social media, consumption, brands (how they consume, what they prioritize) and money.
RELATION WITH
THE MOBILITY
Based on the knowledge of generation Z, their relationship with mobility was explored: how they move, what they like todo while they do it, how they evaluate the current offer of shared vehicles and meanings associated with the car. Finally, the ideal car of the future and its main characteristics were co-crated. Finally, the ideal car of the future and its main characteristics were co-crated.
