Case Study: Zeus Jones Discovers Gen Z Identity Fluidity with dscout

Zeus Jones maps 12 identity traits with dscout

The customer Zeus Jones, a brand strategy agency, faced the challenge of understanding the fluid and multifaceted identities of Gen Z consumers. Their traditional rigid methods of audience segmentation were becoming less relevant, making it difficult to extract meaningful data for stakeholders. To address this, they partnered with the vendor dscout to undertake discovery research.

Using dscout's remote video research platform, Zeus Jones designed a mission that allowed participants to rank core aspects of their identity and visually represent them through weighted pie charts. This solution provided deep, narrative insights into how Gen Z views themselves. The impact for Zeus Jones was a firmer understanding of their audience, validating their hypothesis about fluid identity. This learning empowers brands to adopt a more fluid understanding of their own brand expression to better connect with this generation.

Zeus Jones