Strategic Insight / Case study
DECODING GEN Z TO UNLOCK THE NEXT GENERATION OF BODY CARE
Challenge
This leading body care brand wanted to build greater relevance with Gen Z women and uncover new routes to growth by understanding what shapes her identity, motivations, joy and relationship with body care.
Approach
FOUNDATIONAL INSIGHT PLATFORMS
THE FOUNDATIONS FOR GROWTH
Analysis of curated cultural, consumer, category and expert narratives revealed key contextual truths shaping Gen Z womanhood.
FROM SHARED TRUTHS TO LIVED EXPERIENCE
From there we honed in on three core areas of the Gen Z female experience: how women actively author their identity through fashion, beauty, relationships, routines and digital culture; the six distinct forms of joy and the role body care plays within them; and seven Gen Z mindsets, each with different motivations, tensions, shopping behaviours and relationships with body care.
IMPLICATIONS FOR QUAL
Our foundational insight generated focused, meaningful probes to sharpen the lines of enquiry for the subsequent phase of consumer qualitative research our client was conducting.
Impact
OPTIMISED QUAL TO GET FURTHER, FASTER
By starting the qual phase with a rich foundation of insight, our client could focus immediately on the questions that mattered most.
Sharper probes, clearer hypotheses and a tighter agenda helped the research work harder — unlocking deeper learning, greater value and getting the team further, faster.