Nike
A deep dive into the current Gen Z culture
More Info Hide InfoObjective
Nike approached us once again to gather an unfiltered pulse check of current and future trends in the German language amongst the Gen Z target audience and to clearly process the research insights into tangible take-aways that will influence the implementation of a new brand voice and language strategy direction.
Methodology
We went into this project with our proven "2-Fold Approach":
Expert interviews to get a broader picture (Helicopter View) followed by a deep dive into the actual target group via Focus Groups to evaluate and process the learnings from the interviews.
We conducted 3 In-depth interviews with language and culture Experts to gain a variety of perspectives to understand the current Gen Z.
Afterwards we went into 6 Focus Groups with 4 Gen Z Participants each - in total 24 voices, 18-25 yrs.
Output
A “tangible toolbox” for Nike's language strategy and a comprehensive evaluation of Nike's current and upcoming marketing campaigns from the Gen-Z audience.
Skills
Communication Development
Communication Evaluation
Expert Knowledge
Focus Group
In-depth Interview
Insight Generation
Recruitment
Semiotics
Target Group Analysis
Key Experts
Head of HipHop, Apple Music
Gen Z Best-Selling Author & Podcast Host
Brand Creative & Content Lead (11Teamsports, Top4Running and Kickz)
Expert Interviews
to gain a variety of perspectives to understand the current Gen Z culture
6 FOCUS GROUPS WITH 4 PARTICIPANTS EACH
In total 24 voices, 18-25 yrs