This was the topic of a session given by H/T/P researchers Anton Kozka and Sebastian Prassek (both Gen Y folk) from our Berlin office last week at a regional event of the German Market Research society (BVM).
They were more than ably supported with two Gen Z members – the delightful Zoe and Paula.
Taking a “a-day-in-the-life” approach, the four combined to present five key take-outs from ethnographic research conducted in Berlin in early July. This involved strolling the streets of central Berlin with Zoe and Paula together with 2 of their friends, Julian and Kaan.
They discussed everything under the sun relevant to understanding the perspective of Gen Z: their life plan, YouTube Videos, the future, fears, hopes, refugees, family, education, Justin Bieber, Dr.Dre, PewDiePie, Nike, Adidas, Apple and much more.
The poster session allowed the Gen Z folk to comment in their own words on what we as researchers had discovered –adding flavor, nuance, details, and of course the emotion that personal storytelling brings with it.
The event was extremely well attended – and judging from the thunderous applause, our session was well received.
Big thanks to Paula and Zoe!