Case Study: Havas Media Network creates meaningful social commerce experiences with Dynata

Havas Media Network uses complex, multimodal study to create meaningful social commerce experiences

Havas Media Network partnered with Dynata to better understand how Gen Z and Millennials engage with social commerce across seven countries. As social commerce grows and attention becomes harder to capture, Havas needed a way to uncover what drives next-gen shoppers, what turns them off, and how brands can create more meaningful shopping experiences in key verticals like luxury goods, apparel, and personal care.

Dynata delivered a complex multi-stage research program using its high-quality first-party data, combining quantitative and qualitative methods, digital ethnography, recontacts, and analysis linked to Havas’s Meaningful Brands data. The study reached more than 28,500 consumers ages 13 to 34 and helped produce Havas and Snapchat’s Next Gen Social Commerce Playbook, which generated significant media coverage and provided a roadmap for improving social commerce experiences, including opportunities such as live shoptainment.

Havas Media Network

Seema Patel

Global Managing Director