Case Study: Zeus Jones explores Gen Z identity fluidity with Dscout

Zeus Jones maps 12 identity dimensions with dscout

zeus jones, a brand strategy agency, faced the challenge of understanding Gen Z's fluid identity for audience segmentation, as traditional rigid methods were ineffective. They turned to the vendor dscout, using its platform for remote video research and media-rich surveys to gain deeper insights.

Using dscout, the team implemented a study where participants ranked aspects of their identity and used creative pie charts to express their fluidity. The solution provided a firmer understanding of Gen Z's shifting identities, allowing the agency to advise brands on adopting a more fluid understanding of their own brand expression to better connect with this audience.

Zeus Jones