BACKGROUND:
A national cellular carrier wanted to explore and contrast tech use across generations: Gen X, Millennials, and Centennials. And, with a customer base spanning urban and rural markets, to explore how tech use differs based on where people live.
RESEARCH SOLUTION:
A comprehensive in-context qualitative research program, including over 90 respondents and more than 52 hour of interviews in three cities and fourteen rural towns. Interviews were split among the three generational segments. The focus was on friend groups to observe and probe on technology’s impact on social dynamics. We also spoke to both teens and their parents to gather a full perspective on tech use, attitudes, and decision-making throughout the family.
IMPACT:
Research program provided foundational understanding for the brand in building or busting many internal consumer assumptions and hypothesis.
Project deliverables included a graphic presentation and four, documentary-style videos to bring consumer perspectives to life. Highly important to internal stakeholders and executives, to see and hear similar or contrasting viewpoints across generational and geographic segments first-hand.
Categories: brand exploration, segmentation
