services: Gen Z Custom Research & Gen Z Strategy
Specifics: Gen Z consumer research, brand positioning and messaging strategy, product innovation and product roadmap
the challenge:
Hinge is a leading dating app with Gen Z. To launch their social impact program, One More Hour, Hinge wanted support from dcdx to understand Gen Z's barriers to forming IRL Connections, to ultimately enable 1MH to reach Gen Z effectively.
the approach
We designed a 10-week custom study of 18-25 year-olds, with a focus on 3 key target markets.
Our research approach included moving from the outside in, with mixed methods including quant surveying, IRL meet ups, Kahoot Focus groups, Z:Z interviews & IG poll questions.
impact:
Our work with Hinge led to the launch of One More Hour, their impact program designed to help Gen Z'ers connect IRL.
Our pivotal insights shaped the launch, messaging and strategy of social impact at Hinge, and were utilized to create the Hinge Phonebook, Hinge's first-ever physical product, in addition to being covered in AdAge, Impact Media, and utilized across Hinge's press and media coverage. Results from our work were also shared at the Youth Marketing Summit in Spring 2024.
Hinge + dcdx partnership impact
The Hinge Phonebook
Through our research with Hinge, we helped Hinge identify how they can get Gen Z’ers to unplug and find connection IRL, supporting the launch of their Phonebook around the Global Day of Unplugging.
Our research with Hinge was featured in Ad Age, and also on Hinge’s website in their press release.
Low Battery: Gen Z and the State of Human Connection
The work between Hinge and dcdx will also be discussed live at YMS, the Youth Marketing Strategy conference in NYC in March of 2024, where Josh Penny, Director of Social Impact at Hinge will take the stage with Andrew Roth, Founder and CEO at dcdx, to talk through their work together on the topic.