Research → Gen Z & Shopping
An investigation about Gen Z, their shopping habits and the shopping mall in all of that.
〰️ The brief
An investigation of the Portuguese youth and their relationship with shopping malls, to make the mall more interesting for this audience.
Market: Portugal.
〰️ The approach
→ The approach was to first comprehend this generation and their cultural specificities – how they merge and how they differ from a wider Gen Z audience.
→ Then to investigate their shopping habits and their relationship with malls while understanding their motivations, values and behaviors.
〰️ The methodology
→ The report was built using multiple research methodologies that complement each other.
→ I did primary research on Gen Z with a global approach and added a closer look into the Portuguese reality. Also explored the client's digital image and the retail landscape, then planned and built the online form for the quantitative research. After that, my research partner and I gathered for the fun part: we went to Porto for the ethnography sessions and the in-depth interviews.
→ Methods
- Desk research;
- Non-participant observational qualitative research (ethnography and digital ethnography);
- In-depth interviews;
- Quantitative research (online survey).
