Services: Gen Z Custom Research, Gen Z Strategy

Specifics: Gen Z consumer research, brand audit, brand positioning and brand strategy

the challenge:

Spotify came to us to help them create a framework and strategy for achieving a brand strategy objective with Gen Z.

approach:

We analyzed existing research, performed and integrated social listening, and recruited and interviewed Gen Z music listeners across a wide variety of habits and listening platforms.

We synthesized our research and utilized our dcdx strategic process to recommend a strategic framework for Spotify to achieve its brand strategy objective with Gen Z.

impact:

Our work with Spotify provided a strategic framework for Spotify to achieve its brand strategy goals with Gen Z, including recommendations for Brand Voice, Brand Vibe, and 3 other key strategic pillars shaping their perception and relationship with Gen Z.