VML2023年Z时代悖论研究报告英文版31页

X2023RESEARCH STUDIOResearch Studio @ VMLPARADOXESGeneration Z 2023RESEARCH STUDIO90 years of creating best-in-class The agency has led the way with early innovations in: •measuring ad effectiveness •A/B testing •pre-testing ads in situ •brand personality and archetypes •lifestyle segmentation •perceptual mapping •laddering techniques •social listening tools •UX research techniquesRESEARCH STUDIO2023GEN Z PARADOXES3PAGEShining a light on blindspots and biases to unlock new insights and growth opportunitiesDIVERSE PERSPECTIVES WE CANNOT BE REDUCED TO BINARIES, DEMOGRAPHICS AND INSULAR THINKINGEMPATHY WE MUST PUT ASIDE OUR PRECONCEIVED NOTIONS TO IMAGINE THE POSSIBILITIES INHERENT IN ANOTHERDATA-DRIVEN STORIES DATA TELLS US THE NEEDS, MOTIVATIONS AND ASPIRATIONS OF THOSE WE WANT TO CONNECT WITHCURIOSITY WE ARE ONLY LIMITED BY WHAT WE KNOW — LEARNING MORE IS OUR COMPETITIVE ADVANTAGECONNECTING THE DOTS FINDING THE PATTERNS IN WHAT PEOPLE SAY AND MEAN UNLOCKS NEW THINKINGRESEARCH ST